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Nithya Subramanian

New Delhi , March 7

The Kumbh Mela and other religious festivals have been great opportunities for advertisers to hawk their wares. Now Star India is planning to promote its new serial from Bollywood's popular Rajshri Production House around temple complexes in North India.

The first offering on Star Plus from the Barjatiya production company, Pyaar Ke Do Naam Ek Radha Ek Shyaam will be initially promoted through a ground marketing event at Vrindavan on Holi.

"This is to reach out to the devotees of Lord Krishna and Radha. Subsequently, this will be taken to other towns of North India," said Mr Puneet Johar, Senior Vice-President, Marketing, Star India.

Webisode and Mobisode

The channel is also planning various on-ground events in and around temples to attract devotees. But the channel claims that since the show is about reincarnation and eternal love, the youth too is being targeted through "webisode and mobisode".

Special 20-second promotions would be available on the mobile phones and on the Web to get the audiences interested in the show.

The producer of the show, Ms Kavita Barjatiya, told Business Line that this is the second serial for a satellite channel from her production house.

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