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Tag: Gujarat

  • The creative storytelling in tourism ads

    The creative storytelling in tourism ads

    MUMBAI: Tourism ads have had the same ingredients for years: panning through scenic views, mountains, palaces, forts, rivers and people dressed in traditional state outfits. Once in a while you throw in a celebrity.

    These ads centre around a story about the state they represent. Vivid images of the landscape coupled with the right storyline and music can transport you into a place you may have never thought of visiting.

    The World Travel & Tourism Council calculated that tourism generated Rs 14.02 lakh crore or 9.6 per cent of the nation’s GDP in 2016 and the sector is predicted to grow at an annual rate of 6.8 per cent to Rs 28.49 lakh crore by 2027. About 88.90 lakh foreign tourists arrived in India in 2016 as compared to 80.27 lakh in 2015, recording a growth of 10.7 per cent. Domestic tourist visits to all states and Union Territories numbered 1,036.35 million in 2012, an increase of 16.5 per cent from 2011.

    Before the year 2002, the government’s efforts to promote tourism did not create much impact. Then The Ministry of Tourism decidedto put in a concrete effort to promote tourism with its iconic ‘Incredible !ndia’ logo in all communications, along with signing Amitabh Bachchan as the brand ambassador for Gujarat tourism. Since then, every year, Indian states release tourism ads to attract travellers.

    We’ve rounded up some of the most beautiful and iconic state tourism ad campaigns that incorporate creativity, alluring storytelling and show true essence of the state.

    Gujarat:

    Gujarat tourism has been synonymous with Amitabh Bachchan for over a decade now. The vibrant Gujarat theme has been well received and had led to a 30 per cent increase in tourist arrival in the state from 1.70 crore in 2009-10 to 2.23 crore in 2011-12.

    TVC Link::

    Madhya Pradesh:

    Madhya Pradesh tourism ads are known for their playfulness, vibrant shots and catchy jingles. Madhya Pradesh state tourism has create some of the most iconic ads that truly justify MP as the heart of India – MP mein dil ho bacche sa, MP ajab hai sabse gajab hai, sau rang hai and hindustan ka dil dekho.

    TVC Link:

    Rajasthan:

    Rajasthan, known for its desserts, vibrant colours and alluring folk songs has always been a constant favourite among local tourists and foreign lands. All Rajasthan tourism ads perfectly encapsulate the essence of Rajasthan.

    TVC Link:

    Jammu and Kashmir:

    Jammu and Kashmir has often been hailed as heaven on earth and there is hardly any doubt that it is perhaps one of the most beautiful places on the planet. Although the state hasn’t been very creative with its previous communications and campaigns, it has pitched itself as the ‘warmest place on Earth’ in its latest campaign. The film showcases the story of a couple on vacation in Kashmir. The duo mistake a citizen of the state for their taxi driver. Instead of correcting them, the man takes them on a tour of the state.The film was conceptualised by J Walter Thompson agency.

    TVC Link:

    Assam:

    Assam is another state that wasn’t really creating any interesting ads or promoting its state tourism until now. The state has however launched its new multimedia campaign with its brand ambassador Priyanka Chopra that captures not just the beauty of the state but also its diverse and rich culture. The central theme of the campaign ‘Once you visit Assam, it stays with you forever’ was created and conceptualised by YAAP & Crayons agency.

    Video Link:

  • GTPL Hathway pockets Rs 480-mn Gujarat govt contracts

    GTPL Hathway pockets Rs 480-mn Gujarat govt contracts

    MUMBAI: GTPL Broadband Private Limited, a wholly owned subsidiary of GTPL Hathway Limited, has been awarded a work order by Gujarat Informatics Limited an estimated sum of Rs. 290 million for a five-year contract.

    The scope of the order is for providing Wi-Fi services on Service / Rental Module including (Design, Built, and Operations & Management) for state-wide public Wi-Fi hotspot’s under Gujarat State Urban Area Network (GSUAN).

    Additionally, GTPL Hathway has been awarded with a work order by the home department, government of Gujarat, worth Rs 190 million. The order, for a period of five years, was received for supply, installation, commissioning and maintenance of internet bandwidth for various offices of Home Department, government of Gujarat across the state.

    GTPL Hathway Ltd, formerly known as GTPL Hathway Pvt. Ltd., provides digital cable television and broadband services. It also provides channels across various genres and offers approximately 30 high-definition (HD) channels.

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  • Kansai Nerolac renews commitment to Gujarat with ‘Man of the Match’ grant

    MUMBAI: Staying true to its commitment of supporting skill development initiatives and to inculcate the spirit of performance amongst youth, Kansai Nerolac Paints Ltd (KNPL), one of the leading paint companies in India, in association with Gujarat Lions, has announced a unique initiative – ‘Man of the Match’ grant.

    The Man of the Match Grant will match the Man of the Match award amount from each IPL home game played by Gujarat Lions and release it on behalf of the best player of the Gujarat Lions team. The grant will be used towards imparting painting training to unemployed youth and equip them with a livelihood skill.

    Kansai Nerolac Paints GM – marketing – decorative paints Peeyush Bachlaus and Gujarat Lions CEO Arvinder Singh were present at the ceremony to announce the initiative. Gujarat Lion’s star players Dinesh Karthik, James Faulkner, Ishan Kishan and Coach Brad Hodge, were also part of the ceremony.

    Bachlaus said, “We at Kansai Nerolac are excited to initiate the ‘Man of the Match’ grant in association with Gujarat Lions. This initiative empowers the unemployed youth and offers them an opportunity to enhance skills through classroom as well as practical training by our experts.”

    Singh said, “We are proud to be associated with Kansai Nerolac Paints Ltd, by supporting skill development in our community we are supporting a bright future for India. Gujarat Lions believe that there is no dearth of talent in this country and we must do our bit to create an environment which is conducive to nurturing talent, helping them excel and realise their true potential.”

    “We share a special relationship with Gujarat and initiatives in the field of education, sports and cultural heritage among other fields, we aim to bring to the fore benefits of our healthy home paints range to create a better living environment for the people of Gujarat,” added Bachlaus.

  • Pro Kabaddi: Mashal Sports invites tenders to own & manage new team

    MUMBAI: Mashal Sports, in which Star Sports owns 74% stake, has, pursuant to the Invitation for Expression of Interest dated 29 March, has called for expressions of interest (“EOI”) to be submitted by eligible persons, fulfilling the criteria provided for in the Invitation, who wish to participate in a competitive bidding process proposed to be run for the award of the rights to own, operate and manage a proposed new franchise team which will compete in the Pro Kabaddi League owned and operated by Mashal (“PKL”) from and including the PKL seasons to be held in 2017 onwards, on such terms and conditions as agreed with Mashal.

    Pro Kabaddi is now set to expand to up to four new geographies. With the addition of the new teams, Pro Kabaddi is gearing up to surpass other Indian sports leagues in terms of geographic representation (teams from 11 states), number of matches (130+ matches), and duration of the league (13 weeks) in Season 5.

    The intended new states for Pro Kabaddi have been selected very carefully. Tamil Nadu, Haryana, Uttar Pradesh and Gujarat have been primarily chosen for their high affinity towards Kabaddi with massive fan bases, significant on-ground presence of the sport, and potential commercial value to sponsors and advertisers. Both Haryana and Tamil Nadu contribute large number of players to Pro Kabaddi, as well as leading public sector teams in the country. Along with Uttar Pradesh, these states have a rich cultural tradition of highly popular local Kabaddi tournaments. The intrinsic popularity of Kabaddi in India has been most recently demonstrated in Gujarat where the 2016 Kabaddi World Cup has led to a huge surge in public following of Kabaddi.

    Pro Kabaddi became an instant hit with Indian sports fans in its very first season in 2014 as 435 million* viewers tuned in. This modern league in India’s ancient sport of Kabaddi has continued to grow from strength to strength in subsequent seasons. Its cumulative viewership growth of 51 per cent over four seasons is the highest for any sports league in India. Within a short span of 2 years, Pro Kabaddi has captured the imagination of Indian viewers and established itself as one of the highest impact television properties in key markets. It has even surpassed IPL in Andhra Pradesh and also achieved primetime slot leadership in Mumbai.

    Significantly, the high popularity of Pro Kabaddi as well as 2016 Kabaddi World Cup has evoked continually surging sponsor interest. Pro Kabaddi Season 4 had a total of 64 league and franchise sponsors on board. This fast growing interest from sponsors from diverse sectors of the economy mirrors Kabaddi’s pan-India appeal – cutting across key consumer segments from metropolitan markets to heartland as well as pan-geographical regions. In a remarkably strong endorsement of Kabaddi, the latest edition of an annual report jointly prepared by the leading media investment advisory firm ESP Properties and Sportzpower, a provider of sports business news, states, “…in terms of absolute numbers added to the Sports Sponsorship pie, India’s ancient contact team sport was THE story of 2016.”

    “Even for an optimist like me, the response we have seen for Kabaddi is surprising. Having seen its affinity in the country, it would be a disservice to the sport if we do not grow it further. All stakeholders have decided to come together to expand the league and given the pace at which this is growing, it might be just the first in a series of expansions in the coming years”, said Star India chairman and CEO Uday Shankar.

    A father figure to Indian Kabaddi, International Kabaddi Federation president Janardan Singh Gehlot stated, “Pro Kabaddi is a truly unique example of how a modern league has transformed the much loved but traditional Kabaddi into a modern sport. Star Sports as well as Mashal have created a magnificent example for the growth of India as multi-sport nation.”

    An All India Kabaddi player hunt 2017 was organised by Mashal Sports in association with AKFI as part of its talent development programme across 14 cities in India. Over 4600 participants between the age groups of 18 to 22 years got a chance to showcase their Kabaddi talent. This initiative will play an important role in catalysing the on-ground Kabaddi eco-system and providing a future pipeline of players.

    Mashal Sports is inviting Expression of Interest from reputable corporate entities having a vision for investing in the overall development of the sport from the ground up and participating in the success of PKL through their active involvement as a franchise team. Mashal Sports will shortlist selected interested participants and invite them to participate in a transparent tender process. The selection of the winning bidders will be done by a panel of eminent people based on both qualitative and financial criteria. The process is expected to be completed by 5 May, 2017 providing enough time for the new franchise to prepare for Season 5 starting in July 2017.

    Details of Invitation for Expression of Interest:
    Every EOI in response to the Invitation must be submitted, in accordance with the Invitation, by no later than 11:59 pm IST on 9 April, 2017. Such EOI must be submitted by way of an email (with all relevant attachments) to pkl@mashalsports.com. Every EOI submitted pursuant to the Invitation must contain all of the following information and documents:

    Corporate Profile: A brief overview of the background and history of the bidder, its group and affiliates including promoter and current business and operations.

    PKL Proposal: A brief description of bidder’s reasons for wanting to participate in the PKL, plans for the growth and development of the sport of kabaddi, PKL and the team.

    Sports Experience: Details of any previous experience in any sports related activity, including participation in any sporting leagues, sports sponsorships, sporting bodies, academies or otherwise.

    Certificates: (a) Net worth certificate furnished by a chartered accountant certifying the Net worth of the bidder (or of the parent) as of March 31, 2016, and (b) a certificate executed by an authorized signatory of the bidder certifying compliance with the fit and proper criteria listed below.

    Consortium Information: Details of each consortium member, and a description of each member’s interest in the consortium, including effective voting / controlling interest and economic interest, and identification of the lead member and representative All of the information and documents listed in (a) to (d) above must be provided in respect of each member of the consortium.

    The EOI must contain a certificate, duly executed by the authorized signatory of the bidder (in the case of an EOI submitted by a consortium, duly executed by the authorized signatory of each member of the consortium), certifying each of the following with respect to each bidder and each member of the consortium:

    None of the bidder, its affiliates or any of its or their respective directors, partners, executives or key managerial personnel (each, an “Identified Person”) have been convicted by a court of any offence involving moral turpitude, economic offence, securities laws or fraud;

    No application for winding up, liquidation, bankruptcy or insolvency has been admitted by any court of competent jurisdiction against any Identified Person;

    None of the Identified Persons have been declared insolvent or bankrupt or is subject to striking off, disqualification or de-recognition by any professional body or authority;

    None of the Identified Persons are currently, or have previous been, banned by the governing body of any sport from involvement in the administration of or any form of participation in such sport, for any reason;

    None of the Identified Persons own any form of interest (whether by way of shares, units, securities or any other form of voting or economic interest) in any club, league, team or organization, which is or has previously been expelled from any competition organized by or under the auspices or sanction of any governing body or authority for any sport;

    None of the Identified Persons are, or have previously been involved or interested in, in any manner, the production or provision of goods or services which are illegal; and

    None of the Identified Persons are in default of any of their obligations to a financial institution or have defaulted on any of its obligations to a financial institution in the last 3 (three) financial years.

  • Airtel to take ownership of Telenor’s India operations

    MUMBAI: Telenor ASA, on 23 February, entered into a definitive agreement with Bharti Airtel Limited (Airtel), whereby Airtel will take full ownership of Telenor India, subject to regulatory approvals.

    Airtel is India’s largest wireless operator with over 269 million subscribers and a revenue market share of over 33 per cent. As the new owner, Airtel will take over Telenor India’s spectrum, licenses and operations, including its employees and customer base of 44 million. Telenor’s operations and services will continue as normal until the completion of the transaction.

    “We believe today’s agreement is in the best interest of our customers, employees and Telenor Group. Finding a long term solution to our India business has been a priority for us, and we are pleased with our agreement with Airtel. The decision to exit India has not been taken lightly. After thorough consideration, it is our view that the significant investments needed to secure Telenor India’s future business on a standalone basis would not have given an acceptable level of return,” says Telenor Group CEO Sigve Brekke.

    Bharti Airtel MD and CEO (India and south Asia) Gopal Vittal says, “The agreement underlines our commitment to lead India’s digital revolution by offering world-class and affordable telecom services through a robust spectrum portfolio spread across multiple bands. On completion, the proposed acquisition will undergo seamless integration, both on the customer as well as the network side, and further strengthen our market position considerably in several key circles. The customers of Telenor India will be able to enjoy India’s widest and fastest voice & data network, and a range of Airtel’s world-class products and services.”

    The transaction will not trigger any impairment. As of fourth quarter 2016, the remaining value of tangible and intangible assets in Telenor India amounted to NOK 0.3 billion (Rs 2.4 billion).

    According to the agreement, Airtel and Telenor India will merge and Airtel will take over Telenor India as soon as all necessary approvals are received. As part of the agreement, Airtel will take over outstanding spectrum payments and other operational contracts, including tower lease.

    The transaction is subject to requisite regulatory approvals, including approvals from the Department of Telecommunications in India (DoT) and the Competition Commission of India. The exposure to claims related to the period Telenor owned the business, will remain with Telenor.

    The transaction is expected to close within 12 months. With effect from first quarter 2017, Telenor India will be treated as an asset held for sale and discontinued operations in Telenor Group’s financial reporting.

    Telenor announced its entry into India in 2008. In 2016, Telenor India’s revenues were NOK 6.0 billion and the operating cash flow was NOK -0.4 billion. Telenor services are commercially available in six telecom circles in India (Andhra Pradesh, Bihar & Jharkhand, Gujarat, Maharashtra, UP East and UP West), and the company also has spectrum in Assam.

    Telenor Group is one of the world’s major mobile operators, with reported revenues of NOK 131 billion in 2016. Bharti Airtel is a leading global telecommunications company with operations in 17 countries across Asia and Africa.

  • Airtel 4G to reach nine circles via US$ 230-mn deal with Nokia as latter expands global PON

    Airtel 4G to reach nine circles via US$ 230-mn deal with Nokia as latter expands global PON

    MUMBAI: Finnish telecommunication network company and gear maker Nokia has pocketed a 4G network deal from Bharti Airtel in nine telecom service areas. Nokia meantime is also extending its fiber solution for universal next-gen passive optical networks (PON) to help operators more effectively scale, deploy and automate their networks as the demand for data grows.

    Nokia will deploy its available 4G technologies across Airtel regions of Madhya Pradesh, Gujarat, Bihar, Rest of Bengal, Mumbai, Maharashtra, Odisha, Kerala and UP East. The coverage expansion will include major cities such as Lucknow, Ahmedabad, Patna and Siliguri.

    According to sources cited by Financial Express, the deal between the two telecoms is estimated to be worth around US$ 230 million.

    Nokia’s head of India market Sanjay Malik said, with the latest agreement, they had become the largest supplier of 4G for Airtel. The network expansion would provide the speed, capacity, coverage Airtel needs to meet the next wave of data demand in India, he added.

    The new agreement with Nokia will see Airtel expand the deployment of 4G technology in three new circles in addition to six circles it already serves, enabling launch of new services that started in September.

    Agreement between Nokia and Bharti Airtel will enhance coverage and access in urban, suburban and rural areas within nine circles in India, it added.

    Nokia’s universal PON solution launched in 2015 leverages existing fiber platforms and infrastructure to help operators evolve networks in a gradual way, adding wavelengths in line with demand.

    The solution offers various next generation PON technologies including XGS-PON and TWDM-PON on a single platform and line card. Operators can connect subscribers with any type of optical network terminal (ONTs) regardless of whether it’s XGPON1, XGS-PON or TWDM-PON, eliminating the risk of technology and platform lock-in, the New Indian Express reported.

    Now, Nokia is enhancing its universal solution to provide operators with a higher density option that can reduce costs. Increasing deployment flexibility, the enhancements include new SDN/NFV-based capabilities that automate and simplify the deployment, maintenance and evolution of traditional fiber networks. This provides a smooth evolution path to 10G symmetrical or asymmetrical speeds with cost-efficient non-tunable XGS-PON optics and to TWDM-PON with tunable optics.

  • Airtel 4G to reach nine circles via US$ 230-mn deal with Nokia as latter expands global PON

    Airtel 4G to reach nine circles via US$ 230-mn deal with Nokia as latter expands global PON

    MUMBAI: Finnish telecommunication network company and gear maker Nokia has pocketed a 4G network deal from Bharti Airtel in nine telecom service areas. Nokia meantime is also extending its fiber solution for universal next-gen passive optical networks (PON) to help operators more effectively scale, deploy and automate their networks as the demand for data grows.

    Nokia will deploy its available 4G technologies across Airtel regions of Madhya Pradesh, Gujarat, Bihar, Rest of Bengal, Mumbai, Maharashtra, Odisha, Kerala and UP East. The coverage expansion will include major cities such as Lucknow, Ahmedabad, Patna and Siliguri.

    According to sources cited by Financial Express, the deal between the two telecoms is estimated to be worth around US$ 230 million.

    Nokia’s head of India market Sanjay Malik said, with the latest agreement, they had become the largest supplier of 4G for Airtel. The network expansion would provide the speed, capacity, coverage Airtel needs to meet the next wave of data demand in India, he added.

    The new agreement with Nokia will see Airtel expand the deployment of 4G technology in three new circles in addition to six circles it already serves, enabling launch of new services that started in September.

    Agreement between Nokia and Bharti Airtel will enhance coverage and access in urban, suburban and rural areas within nine circles in India, it added.

    Nokia’s universal PON solution launched in 2015 leverages existing fiber platforms and infrastructure to help operators evolve networks in a gradual way, adding wavelengths in line with demand.

    The solution offers various next generation PON technologies including XGS-PON and TWDM-PON on a single platform and line card. Operators can connect subscribers with any type of optical network terminal (ONTs) regardless of whether it’s XGPON1, XGS-PON or TWDM-PON, eliminating the risk of technology and platform lock-in, the New Indian Express reported.

    Now, Nokia is enhancing its universal solution to provide operators with a higher density option that can reduce costs. Increasing deployment flexibility, the enhancements include new SDN/NFV-based capabilities that automate and simplify the deployment, maintenance and evolution of traditional fiber networks. This provides a smooth evolution path to 10G symmetrical or asymmetrical speeds with cost-efficient non-tunable XGS-PON optics and to TWDM-PON with tunable optics.

  • Airtel targets Gujarat customers with S-VOD service

    Airtel targets Gujarat customers with S-VOD service

    MUMBAI: DTH operators are introducing an increasing number of value added services on their platforms in order to increase consumer delight.

    The latest to do so is Airtel Digital TV, the DTH arm (11.7 million subs) of India’s largest telecommunications provider Bharti Airtel. It has partnered with Shemaroo Entertainment, India’s leading entertainment content house, to launch “Relamchhel”– a subscription based video on demand service in Gujarati.

    Consumers will be able to access a whole new range of jokes, suvichar and traditional stand-up comedy from Gujarat. The new channel will also feature some riveting stage performances from noted actors like Siddharth Randeria, Ketaki Dave, Feroz Bhagat, Sanjay Goradia and many more and blockbuster Gujarati movies as well. Moreover, this service will also give users access to Shemaroo’s repository of some of the finest theatre performances from Gujarat.

    This ad free service is available at a nominal fee of Rs39/month and can be accessed on channel number 588 on Airtel Digital TV. To activate the service, Airtel Digital TV customers will have to give a missed call to 9109454545.

    Apart from a whole new range of jokes, suvichar and traditional stand-up comedy from Gujarat, the new channel will also feature some riveting stage performances from noted actors like Siddharth Randeria, Ketaki Dave, Feroz Bhagat, Sanjay Goradia and many more and blockbuster Gujarati movies as well. Moreover, this service will also give users access to Shemaroo’s repository of some of the finest theatre performances from Gujarat.

    Says Shemaroo Entertainment directo Hiren Gada: “We are glad to launchRelamchhel – a first ever Gujarati DTH service in the country on a DTH platform like Airtel Digital TV. A complete family entertainer, Relamchhel, is not only first of its kind but also gives our Gujarati theatre artists, a platform to be watched by millions. Regional entertainment is the next big thing in India and we’re happy to offer of a library which we have accumulated over the years and comprises of premium entertainment delivered by top artists of the industry.”

    Adds Airtel Digital TV chief marketing officer S. Sriram: “We are delighted to announce the launch of Relamchhel for our Gujarati viewers. Our vision is to bring the most compelling content for viewers across India and adapting to their changing requirements. The launch of this new SVOD service is another concrete step in that direction.”

    The ad free service has a sticket price of Rs39 a month and can be accessed on channel number 588 on Airtel Digital TV. To activate the service, Airtel Digital TV customers will have to give a missed call to 9109454545.

  • Airtel targets Gujarat customers with S-VOD service

    Airtel targets Gujarat customers with S-VOD service

    MUMBAI: DTH operators are introducing an increasing number of value added services on their platforms in order to increase consumer delight.

    The latest to do so is Airtel Digital TV, the DTH arm (11.7 million subs) of India’s largest telecommunications provider Bharti Airtel. It has partnered with Shemaroo Entertainment, India’s leading entertainment content house, to launch “Relamchhel”– a subscription based video on demand service in Gujarati.

    Consumers will be able to access a whole new range of jokes, suvichar and traditional stand-up comedy from Gujarat. The new channel will also feature some riveting stage performances from noted actors like Siddharth Randeria, Ketaki Dave, Feroz Bhagat, Sanjay Goradia and many more and blockbuster Gujarati movies as well. Moreover, this service will also give users access to Shemaroo’s repository of some of the finest theatre performances from Gujarat.

    This ad free service is available at a nominal fee of Rs39/month and can be accessed on channel number 588 on Airtel Digital TV. To activate the service, Airtel Digital TV customers will have to give a missed call to 9109454545.

    Apart from a whole new range of jokes, suvichar and traditional stand-up comedy from Gujarat, the new channel will also feature some riveting stage performances from noted actors like Siddharth Randeria, Ketaki Dave, Feroz Bhagat, Sanjay Goradia and many more and blockbuster Gujarati movies as well. Moreover, this service will also give users access to Shemaroo’s repository of some of the finest theatre performances from Gujarat.

    Says Shemaroo Entertainment directo Hiren Gada: “We are glad to launchRelamchhel – a first ever Gujarati DTH service in the country on a DTH platform like Airtel Digital TV. A complete family entertainer, Relamchhel, is not only first of its kind but also gives our Gujarati theatre artists, a platform to be watched by millions. Regional entertainment is the next big thing in India and we’re happy to offer of a library which we have accumulated over the years and comprises of premium entertainment delivered by top artists of the industry.”

    Adds Airtel Digital TV chief marketing officer S. Sriram: “We are delighted to announce the launch of Relamchhel for our Gujarati viewers. Our vision is to bring the most compelling content for viewers across India and adapting to their changing requirements. The launch of this new SVOD service is another concrete step in that direction.”

    The ad free service has a sticket price of Rs39 a month and can be accessed on channel number 588 on Airtel Digital TV. To activate the service, Airtel Digital TV customers will have to give a missed call to 9109454545.

  • Star Utsav Movies to launch on 28 May; focuses on being truly rural

    Star Utsav Movies to launch on 28 May; focuses on being truly rural

    MUMBAI: With an extensive portfolio of channels under it, Star India is all set to add one more feather to his hat. The network will launch its free to air (FTA) Hindi movies channel Star Utsav Movies on 28 May.

    The advent of BARC has led rural markets taking the center stage with more than half of the TV viewership coming from the heartland. Entering this space, is this new channel which is completely focussed at the rural market and will play popular Bollywood films for the homes that do not have access to these films.

    Following the motto of being the first truly rural channel, their tagline Har Din Utsav promises an indication of their endeavour to give its viewers a reason to celebrate every day with the biggest and best stars on screen. Aimed at building a strong footprint in the rural market, the new channel will cater to the rural tastes, consumption and need.

    Star Gold, Movies OK, Star Gold HD and Star Utsav Movies general manager Hemal Jhaveri says, “We are excited to announce the launch of Star Utsav Movies on 28th May, India’s first ‘Truly Rural’ Hindi movie channel. Our analysis indicated that there was a clear need gap in this category since 25% of the total viewership came from movies, but the Hindi movie genre share is a miniscule 5 %. This is because of the non-availability of good content from the existing Hindi movie channels in the FTA space”.  

    The channel has done an extensive research over 8-9 months in multiple states like Rajasthan, Gujarat, Uttar Pradesh, etc to unravel the rural psyche before rolling out the channel. Through their survey, various key elements like afternoon slot, rural entertainment viewing pattern, the availability of screen, etc were considered before laying the channel’s programming schedule.  

    “The study shed light on the key usage and behavior patterns which has been the cornerstone for all acquisition, programming and marketing inputs on this new channel offering”, points Jhaveri.

    Through this data, the channel will look at their content vigilantly to have a sturdy family appeal policy being followed in their line-up.

    “What made this research unique and accurate was the fact that it was tailor made to each respondent surveyed basis their viewing behavior which was captured on close circuit cameras positioned in their homes. The rural markets are the last important frontier and we believe Star Utsav Movies will empower both the consumers and advertisers alike,” he further adds.

    The channel will be initially available exclusively on Doordarshan’s free direct-to-home (DTH) platform Freedish and will later be made available on other platforms according to the channel’s distribution strategy.

    Various advertisers from FMCG, telecoms, tractors, agriculture equipment, etc sectors are expected to get on board. Whereas, the content offering on the channel will be different from the network’s other channels like Star Gold, Movies Ok and Star Gold HD.

    To drive reach and awareness for the new channel, a multi-media launch campaign has already kick-started. Besides a comprehensive high impact TV plan, the promotion also includes a high octane radio plan besides unique brand experiences on ground across villages in key markets which will bring alive the brand promise.

    The channel is leveraging the might of Star India Network to rapidly build awareness.