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Mktg – STAR Plus throws a big wedding party for Baby

Recently, Gujaratis got an opportunity to bless one of their favourite small screen couples, Baby and Birju of Baa, Bahu Aur Baby, a few days before the on-screen wedding of the two. Baa, Bahu Aur Baby, a popular fiction show on STAR Plus, has made a comeback with Season 2 in August. The current story line revolves around the marriage of Baby aka Radhika (played by Benaf Dadachandji) to her long time love interest, Birju (played by Amit Varma).

The channel organised the wedding of Baby and Birju, inviting masses of Gujarat to be a part of the wedding. The on-ground activity was organised with Candid Marketing as its below-the-line partner to create awareness and increase viewership of the episode to be aired on October 24.

To create buzz around the event, a contest was initiated wherein viewers had to answer three questions related to the show and write wishes to Baby and Birju for a blessed marriage. For this, a van activity was organised in Ahmedabad, Surat, Baroda and Bhavnagar, four key markets of the show, on October 18-21. An emcee driven activity was organised on board to encourage the target group to participate in the contest.

Devika Sharma, vice-president, client servicing, Candid Marketing, says, “Those who answered the questions correctly and sent the most heartfelt wishes were chosen as winners.”

The highlight of the show was that the winners of the contest not only received exciting gifts from the show’s actors but also got a chance to be part of the ‘barat’ (wedding procession) and wedding buffet, along with a photo opportunity with the cast. More than 2,000 people participated in the on-ground contest, from which more than 100 people participated in the ‘baraat’.

To ensure participation, a housing society activation was organised on October 21 in Sarjen society, Ahmedabad, where a meet and greet (M&G) was organised for the residents to mingle and perform with the actors from the show.

“Two days prior to the M&G, branding was organised in the form of banners and posters to create awareness and get people to invite friends and relatives, too,” Sharma adds.

More than 400 people gathered at the society to meet the stars. Gattu aka Gopal (played by Deven Bhojani) was a complete hit with the crowds and managed to pull the same magic he has had over the years for the show.

The next day, a press conference was designed as a ‘baraat’ in Ahmedabad, where the winners of the contest danced with the show’s actors. The press conference was a mix of Gujarati wedding ceremony rituals and interaction with the media.

Recently, Zee TV also organised a similar wedding function for Archana, the protagonist of the show Pavitra Rishta, which was attended by more than 700 viewers.


October 28, 2009 - Posted by | Uncategorized |

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