Actor Aamir Khan
is known for his innovative thinking and out-of-the-box promotional strategies. And nearly a week before the launch of his first TV show, Satyamev Jayate, he has come up with a gem of an idea. Starting Wednesday, the title song of the Star Plus show will be shown in 300 screens across the country for a week. The song will appear after the national anthem and aims to get visibility for the show. In addition, an on-ground activity is being planned at two PVR cinemas as well.
As part of this strategy, viewers watching films at selected multiplexes in Mumbai and New Delhi will be asked questions based on Aamir’s debut show and their answers will be captured on video. Those with the correct answers will get their moment of fame when their video clip is shown during the film’s interval.
“We will have the title track of the show playing in theatres across India,” say BV Rao of Aamir Khan Productions, before going on to claim, “This is the first time that a TV show is being promoted in cinema halls.”
Gayatri Yadav, EVP, marketing and communication, Star India, says, “The Satyamev Jayate song is resonating wonderfully with audiences across India. It’s a matter of great honour for us that the song, which Aamir Khan has created, will be played on the silver screen just after the national anthem.”
Gayatri adds that they are creating an interactive and larger-than-life experience at select cinemas for the show. “Audiences will sing the song on camera before entering the theatre, and then see themselves on the big screen during the interval. We believe it’s a unique way for people to express their love for India and have it captured for posterity.”
This initiative hopes to create a buzz among the theatre-going audience and as Aamir wants his show to reach “every Indian”, publicity on television is an obvious choice. But that’s not all. For his television debut, the actor is not leaving any stone unturned. From giving a glimpse of his real self to viewers via the promos of the show, to keeping the theme under wraps, Aamir has managed to hold his audience’s interest.
Other than airing simultaneously on eight Star channels from May 6, Satyamev Jayate will also be shown on Doordarshan — a first for any TV show.