is an mythological drama on Star Plus, which replaced Ek Hazaaron Mein Meri Behna Hai. It has been produced by Swastik Pictures and stars many famous actors such as Shaheer Sheikh as Arjuna, Saurabh Raj Jain as Lord Krishna, Aham Sharma as Karna and many others. It will start from 16 September 2013, Monday to Friday at 8:30 pm
The biggest epic of all times ‘Mahabharat’ has been recaptured again and again on small screen. This time it is Star Plus which is taking the plunge to reinvent this magnum opus. The story of Pandavas
which till now is looked upon as an inspiration for several human facets.
The name itself has a larger than life meaning attached to it and etching it on TV is not a small task. Well, our producers and creative directors are brave enough to touch the topic and let me tell you as much as I can derive from watching the promos, the show looks quiet promising.
Star Plus and producer Siddharth Kumar Tewary’s Swastik Productions are geared up to make this show look highly impactful especially for the young audiences. The visual effects and production quality is very much enhanced.
The promos were out several days before to create a buzz in the nation before its mega launch on 16 September, Monday to Friday at 8.30 PM on Star Plus. The show will be replacing Star’s Ek hazaaron mein meri behna hai. Mahabharat will be a half-hour show consisting of a fixed 128 episodes.
“The story of Mahabharata has been told and retold several times over. But if you see, the current generation of under twenty-fives, that is, those who had not grown up watching Mahabharat on Sunday mornings, would probably not know about the complexity and enormity of the story. By bringing the story into our lives again, we want the younger generation to learn the saga and the history,” said Nikhil Madhok, Senior Vice-President – Marketing at Star India.
It is being promoted with a host of marketing campaigns including extensive use of on-ground and digital while using regular mediums as well.
Combining modern technology with intense story-telling, Mahabharat aims to cultivate young audiences for this legendary saga which is considered the second longest epic of the world. The first of a set of launch innovations is a special piece of programming content – ‘Making of Mahabharat
’ which aims to stir up viewer imagination with a glimpse of the ambitious scale of the project.
The Making features interviews with the key crew from the show that includes personalities like Bhanu Athaiya, Rajit Kapur, Omung Kumar, Mihir Bhuta, Thomas Xavier etc, apart from exclusive behind the scenes from the show. This content is airing in prime time on the channel as well as in the digital space.
To bring Mahabharat alive in cities across India, the channel has set up a series of exciting and innovative on-ground activation initiatives. The exquisite Mahabharat Museum will showcase selected ******ry, jewelry and finery worn or used by the characters in the show.
Set up in major malls of these cities, the Museum gives the viewers a fascinating first-hand look & feel of the show and its characters even before its launch on television. The museum will also take the viewers on a 3D virtual tour of Mahabharat’s grand set, an experience which is nothing short of a visual delight. Some of the locations shown in the 3D video include the magnificent Hastinapur palace, Vrindavan and Kunti Bhoj.
To reach out to viewers deep into small town India the same museum has been converted into a ‘Mahabharat Museum on Wheels’ that will have LED installed canter vans traveling throughout the country. With an objective of targeting the youth who are less familiar with the story and characters, the channel has introduced an interactive virtual ******** in colleges using Kinect Mirror technology.
This unique experience allows youngsters a chance to virtually dress up like some of the popular characters from Mahabharat and instantly upload their images on social platforms. Additionally, the channel has deployed promoters at youth hangouts, to give them an opportunity of viewing breathtaking visuals from the show with the help of Glasstrons. These special glasses will give patrons an on-the-go audio-visual experience of the Mahabharat sets, promos and the other visually stunning content.
Taking a leap with digital, the channel will also introduce a high engagement mobile app that will allow users to listen to Mahabharat shlokas, take part in daily contests, pose with different ******s and jewelry from the show and even go through the entire family tree of the Mahabharat characters.
The high impact outdoor campaign for the show will cover a massive 100 cities across the country. It includes innovations like a life size mannequin of Arjun firing an arrow at a fish rotating on a motor above him. Nikhil Madhok, Sr. Vice President, Marketing said, “Disruption was the key thought around our campaign. That’s what you will see in every medium we have used to promote the show. Starting with the set of the differentiated character promos that are getting attention.
For eg. we positioned Shakuni not as a scheming old uncle but as a brother who loved his sister Gandhari so much that he dedicated his life to taking revenge on Hastinapur for the injustice meted out to her. You will find the same thought of disruption in the clutter breaking launch day innovation in print. Wait and watch.”
Adds Madhok, “The campaign is deep and extensive going all the way from Metros to LC 1 towns. While there is a lot of action around launch, we also have some exciting ideas lined up post the launch of the show”
With creative associations ranging from writer Salim Khan, noted author Devdutt Pattanaik, Oscar winning designer Bhanu Athaiya, music directors Ajay-Atul, action director Ram Shetty and Oumang Kumar as set designer on board, Mahabharat
has already raised the bar. Strengthened with innovative and disruptive marketing activities, it is has clearly become the most awaited show on television this year. Here is the glittering star cast of Mahabharat-
|Arjun ||Shaheer Sheikh ||Male Lead |
|Draupadi ||Pooja Sharma ||Female Lead |
|Shantanu ||Sameer Dharmadhikari ||Male Lead |
|Amba ||Pallavi Subhash ||Female Lead |
|Satyawati ||Sayantani Ghosh ||female Lead |
|Shakuni ||Praneet Bhatt ||Male Lead |
|Gandhari’s Father, King Subala ||Rio Kapadia ||Male Lead |
|Ambika ||Mansi Sharma || |
|Lord Krishna ||Saurabh Raj Jain ||God |
|Parshuram ||Puneet Issar || |