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, parChallenges:ticularly in Hindi-speaking regions, conducting artist interviews, and generating excitement amidst the inauguration of the renowned Ayodhya Ram Temple.

Challenges:

• Coordinating media logistics for visits to the set in Umargaon, balancing travel distances with media expectations.
• Managing interview requests, prioritizing amidst time constraints.
• Strategizing diverse story angles for broader media coverage.
• Arranging on-ground activities, such as the Ram Rath procession, to engage audiences.
• Ensuring seamless coordination amidst the simultaneous launch with the Ram Temple’s inauguration.
• Overcoming space constraints in media coverage amidst competing news on the temple inauguration.
• Scheduling artist interviews to accommodate both journalists and artists’ availability.
• Convincing media representatives to attend conferences in Mumbai and Bhopal.
• Managing travel and accommodation logistics for attending media personnel.
• Handling media inquiries and ensuring comprehensive pre- and post-conference media management.

PR Tools used:

• Press Conferences
• Set Visits
• Press Releases
• Artist Interviews
• On-ground Activities: Ayodhya Visit, Ram Rath, etc.

PR Strategy:

01. Ayodhya Visit:

• Execution: Organized a visit to Ayodhya, the birthplace of Lord Rama, before the show’s launch. Conducted religious rituals and prayers at significant sites, highlighting the spiritual significance of the epic.
• Media Coverage: Leveraged both electronic and print media to cover the visit, ensuring widespread visibility and reinforcing the show’s association with revered religious narratives.

02. Ram Rath:

• Objective: To create a unique and memorable promotional event that would capture public attention and generate anticipation for the show.
• Execution: Conceptualized and executed a Ram Rath yatra, featuring a decorated chariot adorned with religious symbols and texts related to Lord Ram. The yatra traversed multiple cities, allowing for direct engagement with diverse audiences.
• Media Integration: Incorporated religious rituals and literature related to Lord Ram into the yatra, attracting media attention and facilitating coverage across various platforms.

03. Ram Pran Pratishtha:

• Objective: To capitalize on the heightened media interest surrounding religious events and festivals to promote the show.
• Execution: Leveraged the occasion of Ram Pran Pratishtha, a significant religious ceremony, to pitch stories related to the show’s themes and characters to the media.
• Media Pitch: Strategically positioned the show within the broader narrative of Lord Ram’s significance, garnering extensive coverage and aligning the show with cultural and spiritual traditions.

04. Set Visit:

• Invited media personnel from major cities to visit the set of Shrimad Ramayan, offering guided tours and behind-the-scenes insights. Facilitated interactions between media representatives and key stakeholders, fostering a sense of familiarity and connection with the show.

05. Artist Interviews:

• Organized interviews with the show’s artists across various publications, highlighting their preparation for their roles and their insights into the storyline.

06. Strategizing Content:

• Generated compelling content through artist interviews, effectively humanizing the characters and deepening audience engagement.

07. Press Release dissemination:

• Issued press releases on various topics related to the show, including cast announcements, production updates, and thematic elements.

08. Regular Follow ups:

• Conducted regular follow-up with media representatives, providing additional information, addressing inquiries, and fostering ongoing relationships.

Result:

• Leading newspapers like Hindustan, Amar Ujala, and Dainik Bhaskar provided extensive coverage of the Shrimad Ramayan launch.
• Interviews with the show’s artists were published in 20 different publications, such as Rajasthan Patrika, Dainik Navjyoti, Haribhoomi, Pioneer, Nav Gujarat Samay etc., enhancing visibility and generating buzz.
• Comprehensive media coverage contributed to a successful launch, garnering positive reception from both media and audiences.
• Cultivated strong rapport with media contacts through personalized communication and proactive outreach, ensuring continued coverage and support for the show.

Conclusion:

• The strategic planning and execution of the Shrimad Ramayan launch campaign resulted in widespread media coverage and a successful debut, underscoring the effectiveness of a well-coordinated PR strategy in achieving campaign objectives.