Star Jalsha's'Maa' goes live on hoarding!

Star Jalsha, the 24x7 Bengali Entertainment channel of Star India Group, went innovative in Kolkata for its daily mega soap'Maa'. The creative has been conceptualised by their agency DDB Mudra where as it has been executed by their outdoor agency Mudra Max at Jadavpur 8B stand.
While describing the concept behind the hoarding innovation, Sumanta Bose, Senior VP, Star India, shares, "We did the'Live Hoarding' campaign for our show'Maa', which is one of our oldest shows running for over 4 years now. With the show's popularity, Jhilik, the show's protagonist also achieved immense popularity and turned out to be a household name and adored as the daughter of the Bengali families. When the story reached the point where Jhilik is to be married off, we decided to do something big and special. We decided to celebrate Jhilik's iconic status by taking the marriage celebrations beyond television into the real life of the viewers. We wanted that the whole of Kolkata would witness and be a part of the wedding of its most favourite daughter. Hence, was born the idea of an innovative live-hoarding with a wedding celebration theme and a live Shehnai performance on top of it.”

As a part of this campaign, a live Shehnai performance was executed from a stage build atop a hoarding. Apart from the wedding celebration theme that made use of drapes, flowers and wedding motif designs, the live performance itself served as the buzz creator and became the talk of the town.

Sumanta Bose further shares in this regard, "To create the groundswell we took the celebration to the viewers and made them part of it through the innovative hoarding with live Shehnai performance on top of it. Sweets were also distributed to mark the occasion. The impact of the innovation has been great on the Reach and overall rating of the show.”

	Week 45 (Pre Wedding wk)	Week 47 (Post Wedding point)
Reach ('000)	459	594
TVT (overall rating)	289	387

Source: TAM CS F 15 + ABC

Speaking on the challenges while executing the OOH innovation, Sumanta Bose says, "We faced a few execution issues while implementing the idea. Time was of the essence as we planned to finish the construction and the entire setup within 16 hours so as to keep the intrigue undiluted. Also, finding the right location and the right kind of hoarding where the innovation could be replicated as conceived also posed to be a big challenge. But though it was a tough battle, we ultimately achieved success with the help of the outdoor agency.”