MUMBAI: Taking a diversion from the age old Hindi phrase - ‘Mard ko dard nahi hota’ (men don't feel pain), Star Plus has come up with a unique marketing campaign for its new show Sumit Sambhal Lega with the catchphrase ‘Har Mard Ka Dard,’ which signifies the plight of every married man.
As part of a marketing campaign for Sumit Sambhal Lega, which is the official adaptation of Everybody Loves Raymond, Star Plus has devised an innovative and strategic 360 degree marketing campaign based on an insight on the catch phrase.
Every piece of communication was aligned to this thought, starting with the on-air campaign that talked about the concept of the show and laid the entire foundation of the campaign. The initial promo was followed by a series of dedicated promos tailor-made for news and sports channels. Furthermore, existing male protagonists of Star Plus’ shows like Yeh Hai Mohabbatein and Ye Rishta Kya Kehlata Hai were roped in for integrated content that also talked about ‘Har Mard Ka Dard’ to establish a connect with the masses.
On the radio front, existing properties were integrated with the concept of ‘Har Mard Ka Dard’ to drive home the message. What’s more, the cast was also featured on top radio channels across seven cities. For the first time, on the launch day, a complete radio station takeover was witnessed with male RJs taking centre stage for one entire day. In addition, an unique on-ground consumer activation was conducted in Delhi where the listeners of Red FM were invited for a t?te-?-t?te with the protagonist Sumit.
Continuing its streak of firsts, Star Plus also created co-branded content on the digital platform with ‘Being Indian’ that gave the viewers a peek into the married man’s world. In addition, a platform called ‘Dard Anonymous’ was designed for men to come and confess real life anecdotes of different situations they have faced with their families after marriage. The show’s characters also came alive in an interactive YouTube masthead that was created in a way that let the viewers choose between the mother and wife on behalf of the protagonist Sumit - both leading him to get an earful from the other. Instagram too was flooded with unique comic strips that was designed with the characters of Sumit Sambhal Lega in funny situations with witty one-liners and speech bubbles.
An extensive outdoor marketing strategy was rolled out with dynamic hoardings strategically plastered across Mumbai.
Star Plus also roped in PVR Cinemas for integration with Sumit Sambhal Lega that included lenticular image standees of Sumit being boxed by his wife and then his mother in turn. There was also extensive F&B branding of the show on the menus, popcorn tubs and even the nomenclature of combo meals that were recreated with Sumit Sambhal Lega.
