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Showing posts with label Satyameva Jayate. Show all posts
Showing posts with label Satyameva Jayate. Show all posts

Saturday, May 26, 2012

Satyameva Jayate- Promise of a New Dawn

Pehle Sunday ko subah aap Mahabharat dekhte the, aab dekhiye aaj ka bharat”- enough to invoke interest to see today’s ‘Bharat’. This is what Satyamev Jayate is all about . Innovative in its advertising campaign, Satyamev Jayate has already succeeded in capturing the mind space of the audience. The campaign, prior to the launch of the serial, had an element of suspense which was built up in a skillful manner. From its first advertisement itself it remained interesting. People became curious to see the next advertisement. One by one, step by step it unfolded its features in a conscious and strategic way.“Entertainment ka matlab sirf hasana nehi, mujhe to lagta hai public ko gussa ana chahiye”, “Sunday subah der se soiye, saat baje tak, aath baje tak, nau baje tak, daas baje tak, fir to main aa hi raha hu aap ko jagane k liye”- this is how Aamir Khan created strong curiosity about this show.
                             picture source:Hammad Hassan (picasa)










                               
 
Satyameva Jayate did not appear as an advertisement of any product or a show. It was just about a person (not a star) who talks with his friends or anyone about a matter. Informal in style but highly focused. “ Sunday subah ghar ka sara kaam jaldi kar lijiye, fir main aa raha hu, kuch baat karni hai”. Its seemed like a person who comes to your doorstep and reminds you about the meeting where you have to be present. It directly addressed the audience and convinced them to be ready for discussion .

In first two or three advertisements people could not figure out whether it’s an advertisement or has something more to it. In first advertisement there was no direct approach or testimonials from the star about the show. So, people had no clue what was going on. This resulted in heightened curiosity.

Another ingredient of this successful ad campaign is ‘Aamir Khan’ himself. People know him as a perfectionist. They have lots of expectation from him. Many are watching this show because of him. They are aware that Amir Khan, of late, has been associated with projects which are classy and not run of the mill. He sums up the objective of the show- ‘Sirf hungama khara karna mera maksad nehi. Meri kosis hai k yeh surat badalni chahiye. Mere sine me nehi to tere sine me sahi. Ho kahi bhi aag, lekin jalni chahiye” A bold step to make positive changes in Indian society by taking on age old evil practices. However, aware of media which believes more on sensational practices rather than actual good, he vows to make this show different in all aspects. A show that can really make some difference. Satyameva Jayate Amir Khan!

About the Author-

Moon Jana is an announcer at All India Radio, Siliguri, West Bengal, India. She did her Masters in Journalism & Mass Communication from Visva-Bharati University.

Disclaimer: The opinions expressed in this article are those of the author, and they do not reflect in any way those of the Dispassionate Observer.

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