STAR bets big on upcoming Australian family drama

Though the network remained tight-lipped on the financial details of marketing the show, it was learnt that the channel has spent close to Rs 2 crore to market it. However, the show will be marketed largely on digital and television platforms.

The English general entertainment channel (GEC) from the STAR stable, STAR World has planned a massive marketing campaign around its upcoming Australian family drama, Packed to the Rafters. The channel has roped in Bollywood celebrity Karan Johar to promote the show.

To start with, in keeping with the growing importance of the digital platform, the channel will host a web premiere on the STAR World website and other social networking sites to give the Indian viewers an experience of the show before it goes on air. The channel has also launched a competition on its Facebook page that asks its fan base to create family trees and invite their families to watch the digital premiere along with them. The person who invites the maximum number of people will be declared the winner. On Twitter, viewers need to tweet on December 4, the launch day of Packed to the Rafters, using the hash tag #whatispackedtotherafters. The most quirky tweets will win prizes.

All episodes of the show will be streamed and can be viewed on the STAR World web and WAP platforms right after they are telecast. This will be the first digital catch-up service for an English show provided by a TV channel in India. The channel has also associated with Vodafone, wherein viewers can catch up with the show at their convenience - anywhere, at any time.

Packed to the Rafters is in its fifth season in Australia, having started in 2008. The network plans to launch all the seasons in India, starting with the first season on December 4.

Though the network remained tight-lipped on the financial details of marketing the show, it is learnt that the channel has spent close to Rs 2 crore for the six-week marketing campaign.

L'Oreal Paris Total Repair 5 is the presenting sponsor for the show. The show will be promoted on all the channels of the STAR network and a few other channels, too. STAR World has also tied up with a chain of retail stores, including cafe chain Barista, to promote the show and the promos will be pushed through the Wifi service at the outlets.

Commenting on the show, Rasika Tyagi, senior vice-president, English programming, STAR India, says, "From our Hindi and regional GECs, one of the biggest learnings is that viewers seek life lessons from the daily soaps they watch. The issues faced by the STAR World audience, the English speaking, urban Indian youth, is quite myriad and they don't get to see shows which reflect their life on TV. Our audience will be able to resonate with the issues faced by the characters in Packed to the Rafters and emulate the way they resolve the conflicts."

Closer to the launch of the show, there will be print, DTH, in-cinema, radio and OOH promotions to reach the audience across the target markets.