MUMBAI: Marriage, trials and tribulation is the topic of the new serial that has just begun airing on ETV Kannada, replacing the erstwhile Mahaparva.
Directed by Ramesh Krishna and produced by his production house Vaishnavi Movie Makers, Gokuladalli Seete is about a humble and righteous girl Pavani who gets married to a young business tycoon Rahul. Rahul who is commitment phobic and a non-believer in the institution of marriage tells her to sign an agreement that will terminate their marriage in 11 months since he has only married on the wish of his mother.
The show does not have any fixed number of episodes but will continue as long as viewers like it. The commissioned programme is being shot in HD quality with 15-20 episodes in the bank already. Airing from 24 November at 9:30 pm, Gukuladalli Seete has about 50 people in its production team from Bengaluru.
The earlier show Mahaparva had reached a natural conclusion and a mutual decision was taken by the director Sitaram and the channel to end it. “Given our success with shows like Lakshmi Baramma, Agni Sakshi, Ashwini Nakshatra amongst others, we hope to repeat the same with Gokuladalli Seete as well,” says Viacom18 EVP and project head (ETV Kannada, Bangla and Odiya) Ravish Kumar.
The channel has already embarked on a 360 degree marketing campaign. The launch day saw ads in papers Vijay Karnataka, Prajavani, Udayavani, Samyukta Karnataka and Vijayavani. 15 days prior to the launch, TV ads were run across channels with more than 200 spots. Key markets will witness more than 100 outdoor hoardings along with bus shelters, bus sides and intercity train branding.
The digital traction is being roped in through contests, quizzes and interactive posts, updates on shows, character profiling, live chats, show reminders, stamp ads, FB link ads, display banners on social media including Facebook and Twitter.
Sponsors are being approached for the show now. “In this particular market, the 9 to 10 pm slot is the core primetime slot that normally features content that is high on drama. This is a trend that has and is working historically in the business,” says Kumar.
