In today’s culture, with the evolution of time and sensibilities, the relationship between the parents and their daughters doesn’t change much after marriage, especially with regard to being adequately involved in each other’s lives.
In a few cases, however, parental involvement can turn into obsessive interference, thus creating challenges for the married couple. Sony Entertainment Television’s new dramedy, Main Maayke Chali Jaungi Tum Dekhte Rahiyo, exploring one such mother–daughter relationship and the interference of the former in her daughter’s married life. This mother strongly believes in ‘beti ko bas vida kiya hai, alvida nahin’ and maintains a strong presence in her daughter’s life even after her marriage, much to the dismay of her son-in-law!
The plot is undoubtedly interesting and relatable, and the campaign is also distinct and striking! Taking cues from the refreshing concept of the show, the channel creatively used the logo of the show, a bedecked suitcase, as a metaphor to highlight the thought of the show. This was used across mediums innovatively to engage with the consumers.
Here is what Aman Srivastava, Marketing Head, Sony Entertainment Television, had to say about the eye-catchy campaign: ‘With a show like Main Maayke Chali Jaaungi Tum Dekhte Rahiyo, we wanted our communication to highlight the uniqueness of our product. The show breaks the clutter as a dramedy in the 8:30 PM weekday timeslot and pushed us to explore the mediums differently. The title of the show is the statement that any husband dreads listening to, whether jokingly or in all seriousness. The entire campaign was built around this insight and we deployed the right mediums at high reach touch points across HSMs. The idea was not just to drive tune-ins but attract newer audience to our fold.’
Tune in to watch this interesting show from Monday to Friday at 8:30 PM!