Every year, the Lord Jyotiba yatra, close to a million worshippers visit the temple to pay their respects. There are big celebrations around the temple and in Kolhapur marked with the auspicious pink gullal (powder). However, this year, due to pandemic, the celebrations were muted.

However, Star Pravah brought back color into the celebrations to announce the launch of new show based on Lord Jyotiba. The regional GEC Channel lit up Kolhapur with pink lights, representing the pink gullal. The activity was handled and executed by Active Media Innovations.

A visual spectacle was created through pink lights at the Jyotiba temple, the famous Rankala Lake and important chowk in Kolhapur. All these activities were supported by static branding connecting the visual spectacle to Star Pravah and Jyotiba. The projection activity became a huge talking point and generated excitement on ground in Kolhapur as well as neighboring cities on Sangli and Satara.

To amplify this activity even further through PR, Star Pravah captured the visual spectacles in a video which was subsequently shared with TV, print and digital media.

Post the activity, Dakkhancha raja Jyotiba show was sampled by 21 Million viewers in launch week. Its original slot grew by 43% and 3 Million new viewers added to the channel increasing the channel reach from 26.8 % to 27.5%