With the evolution of time and
sensibilities, in today’s culture, the relationship between the parents and
their daughters doesn’t change much pre and post marriage. Especially when it
comes to being adequately involved in each other’s lives. However, in few
cases, parental involvement can also turn into obsessive interference and this
creates a new challenge for the married couple. Exploring one such
mother-daughter relationship and the interference of this mother in her
daughter’s marriage, Sony Entertainment Television launched a slice of life
dramedy - Main Maayke Chali Jaungi Tum Dekhte Rahiyo. This mother strongly
believes in beti ko bas vida kiya hai, alvida nahin, maintaining a strong
presence in her daughter’s life post marriage much to the dismay of her
son-in-law!
With an interesting and relatable plot,
the campaign highlighting the launch of the show was also distinct and
striking! Taking cues from the refreshing concept of the show, the channel
creatively used its show logo - a bedecked suitcase as a metaphor to highlight
the thought of the show. This was used across mediums innovatively to engage
with the consumers.
Tune in to watch this dramedy, Main
Maayke Chali Jaaungi Tum Dekhte Rahio, every
Mon-Fri at 8:30 pm only on Sony Entertainment Television
Comments:
Aman Srivastava, Marketing Head, Sony
Entertainment Television:
“With a show like Main Maayke Chali
Jaaungi Tum Dekhte Rahiyo, we wanted our communication to highlight the
uniqueness of our product. The show breaks the clutter as a dramedy in the 8:30 pm weekday timeslot and pushed us to explore the mediums
differently. The title of the show is the statement that any husband dreads
listening to, whether jokingly or in all seriousness. The entire campaign was
built around this insight and we deployed the right mediums at high reach touch
points across HSMs. The idea was not just to drive tune-ins but attract newer
audience to our fold.”
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