Launch of Shrimad Ramayan on Sony TV
A monumental PR campaign leveraging the historic Ayodhya Ram Temple
inauguration to launch Sony Entertainment Television's magnum opus.
Campaign Overview
Sony Entertainment Television unveiled its latest offering, Shrimad Ramayan, as part of its weekday programming lineup. The launch aimed to secure extensive coverage across various media platforms, focusing on both quantity and quality.
Objectives included organizing press conferences across India, particularly in Hindi-speaking regions, conducting artist interviews, and generating excitement amidst the historic inauguration of the renowned Ayodhya Ram Temple.
Ayodhya Visit – Cultural & Spiritual Engagement
The cast visited the sacred Ayodhya Ram Temple, creating a strong emotional and devotional connection with audiences. This on-ground activation generated extensive media attention across Hindi-speaking regions, reinforcing the authenticity and cultural depth of Shrimad Ramayan.
Ram Rath – Mass Outreach Initiative
A thematic Ram Rath procession was organized to bring the essence of the Ramayan closer to people. The activity attracted high public participation and enabled wide regional media coverage, amplifying visibility and building excitement ahead of the show’s launch.
Artist Interviews & Media Engagement
Exclusive interviews were arranged with top print and digital media platforms. Cast members shared insights about their characters and the making of the show, resulting in feature articles, human-interest stories, and positive buzz before launch.
THE HURDLES
Key Challenges
Umargaon Logistics
Coordinating media logistics for set visits in Umargaon, balancing travel distances with media expectations.
Breaking The Noise
Overcoming space constraints in media coverage amidst the massive competing news of the Ram Temple inauguration.
Time Constraints
Prioritizing high volumes of interview requests while adhering to strict artist availability and shooting schedules.
Audience Engagement
Arranging on-ground activities, such as the Ram Rath procession, to actively engage diverse audiences.
THE SOLUTION
Strategic PR Approach
A multi-pronged strategy connecting the show’s narrative with the cultural wave of the Ram Temple inauguration.
Ayodhya Visit
Ram Rath Yatra
Set Visits
Artist Interviews
01
Ayodhya Visit & Rituals
Organized a visit to Ayodhya, the birthplace of Lord Rama, before the launch. Conducted religious rituals at significant sites, highlighting the spiritual significance of the epic. Leveraged both electronic and print media to cover this, reinforcing the show’s authenticity.
02
Ram Rath Yatra
Conceptualized and executed a “Ram Rath Yatra,” featuring a decorated chariot adorned with religious symbols. The yatra traversed multiple cities, allowing for direct engagement with diverse audiences and incorporating religious literature to attract media attention.
03
Leveraging Pran Pratishtha
Capitalized on the heightened media interest surrounding the Ram Pran Pratishtha. Strategically pitched stories related to the show’s themes within the broader narrative of Lord Ram’s significance, aligning the show with the national cultural moment.
04
Immersive Set Visits
Invited media personnel from major cities to visit the grand set in Umargaon, offering guided tours and behind-the-scenes insights. This facilitated interactions between media and key stakeholders, fostering a deeper connection with the show.
Headlines That Made Waves
Extensive coverage in regional and national media.
Hari Bhoomi
Bhopal
"Gahan shodh ka suphal hai Shrimad Ramayan"
“Shrimad Ramayan is the fruitful result of deep research.”
Dainik Bhaskar
"Logon ko paanv chute dekha to chodni padi galat aadatein: Wadhwa"
Nirbhay Wadhwa shares his transformation playing Hanuman.
Peoples Samachar
Ujjain
"Achha kaam sabko pasand aata hai: Arav Chowdary"
Arav Chowdary (King Dasharatha) on the universal appeal of good work.
Outcomes
Campaign Impact
Massive
Reach achieved
Across Hindi Speaking Markets
High
Positive Sentiment
Due to cultural alignment
- Key Achievement
Leading newspapers like Hari Bhoomi, Dainik Bhaskar, Patrika, Navbharat, and Pioneer provided extensive coverage. Interviews with the show’s artists generated significant buzz across print and electronic media.
Conclusion
The strategic planning and execution of the Shrimad Ramayan launch campaign resulted in widespread media coverage and a successful debut.
“Cultivating strong rapport with media contacts through personalized communication ensured continued coverage and support for the show.”
Featured in Leading Media Outlets
