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Indiantelevision.com
MUMBAI: Life OK is launching one-of-its-kind series to promote the soon-to-release Bollywood thriller film ?Ek Thi Dayan?.
Titled ?Ek Thhi Naayka?, the series boasts of industry-first marketing initiative that has been exclusively created to promote a feature film.
Starting 9 March, the show will air every Saturday and Sunday at 11 pm.
The show experiments with the concept of film and TV integration through an eight-week marketing campaign to promote the upcoming movie, ?Ek Thi Dayan.? The show is a folklore which will bring together some of the biggest television actors together -- Smriti Irani, Sakshi Tanwar, Aamna Shariff, Shweta Tiwari, Mouli Ganguly, Ankita Lokhande, Kritika Kamra and Pooja Gor will be seen in their regional avatar, with a different story every week. Each episode promises to deliver content and showcases each ?Naayka?s? struggle against evils.
The series will be produced by Ekta Kapoor?s Balaji Telefilms. Balaji is also co-producing the Emraan Hashmi movie along with Vishal Bhardwaj?s VB Pictures. The movie is set to release on 18 April.
Life OK GM Ajit Thakur feels that it?s a happy marriage between Indian television and Bollywood. "The concept is a big leap forward on television. It is a collaboration of content between Bollywood and TV and a win-win deal for both of us. While the movie is getting a good promotion through this series, we are getting good content and we know there is relevant audience for the show. Ekta had many stories in her mind, while she is presenting one on the silver screen; she gave us the opportunity to telecast other eight. The show is a thriller, folklore and the very title has a message that good always wins."
While the episodes are expensive to produce, the channel and Balaji Telefilms are sharing the cost since it?s a promotional series for the Balaji movie.
Meanwhile, the channel will leave no stones unturned in promoting the show. The main activity is PR that the channel is doing around the show in various parts of the country. The channel will also be promoting the show aggressively on the social media, wherein it will be interaction with its audiences.
Kapoor said, "This is creative marketing at its best: A first-of-its-kind promotion for an upcoming movie, resulting in a win-win situation for both the movie and the channel. Also, none of the horror is same as the film so there will be something new to watch every week."
