Mega marketing blitz for 9X’s ‘Mahabhaarat’

9X is leaving no stone unturned to market its much talked about mythlogical show ‘Mahabhaarat’, which stars in under fortnight.

The Ekta Kapoor produced drama fully titled ‘Kahaani Hamaaray Mahabhaarat Ki’ with a communication on the launch date of the series, which has the biggest Indian stars in the greatest drama ever. Indian stars in the greatest drama ever. Hoardings, which reveal two of the most important characters and the launch date of 7th July 2008, Monday to Thursday at 21:00, have gone up in Mumbai and are being rolled out across key markets nationwide.

The outdoor campaign, created by the in-house INX Studio, has been designed to convey the spectacular scale and grandeur of the epic series, which has been one of the most keenly awaited shows for a long time. The campaign uses the powerful logo of ‘Kahaani Hamaaray Mahabhaarat Ki’ along with dramatic images of Bheem and Duryodhan, whom it reveals in character for the first time, with costumes especially created by ace fashion designer Manish Malhotra. The all-important characters of Bheeshma, played by Ronit Roy, and Ganga, played by Sakshi Tanwar, will be revealed next.

Anthony Pettifer, Group Director, Brand and Communications, INX Network, said, “Kahaani Hamaaray Mahabhaarat Ki is the biggest and most keenly awaited epic drama on Indian television. One of the key objectives of our in-house INX Studio – which has created the outdoor and print campaign as well as the logo – is to convey to viewers that our Mahabhaarat has been created with the highest production values and on a grandeur and scale never seen before. It positions this timeless epic as a production that will appeal to today’s generation. The mood and look of the off-air campaign is completely consistent with our on-air promos, also produced in-house. The combined effect of the on- and off-air campaign is already creating enormous awareness for the series. I am delighted that the campaign has been so well received by viewers and the industry so far.”

The UK launch of ‘Kahaani Hamaaray Mahabhaarat Ki’ has been put on hold. The channel will be unveiling full plans for its UK beam shortly, which will coincide with the line-up of a new schedule in August.