Starting 4 December, Star World will bring Australian TV drama 'Packed to the Rafters' to Indian screens. The channel has brought on Indian film maker Karan Johar to promote the series and has also hired the services of Salt Brand Solutions.
Along with Star World's in-house team, the agency has created three films featuring Johar.
WATCH the ad films
Commenting on the films and the reason for bringing in Karan Johar for the promotions, Minakshi Achan, co-founder, Salt Brand Solutions, said, "We have created three ads along with the in-house team at Star. We've written the script, while the network has shot the films themselves. The show is about the values of family and the fact that when everything goes wrong, there is family to fall back to. In India, Karan Johar is the face of family values. So we thought he is the perfect fit to communicate the story idea."
Besides these films, the channel hosted a web premiere on 30 November, across the Star World website and YouTube to give Indian viewers an experience of the show.
Commenting on the digital service, Rasika Tyagi, senior vice president, English programming, Star India, said, “When we go for consumer home visits, we get a reality check on how content is being viewed by the youth today. They want to watch a show at their convenience - anywhere, at any time. So, we as content providers have to gear up to share our content across platforms, on internet or on mobile.”
Tyagi added, “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 do not 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.”