Colors TV's OOH campaign banks on curiosity to promote new show

The campaign for upcoming show Tere Ishq Mein Ghayal has created a good buzz on social media, thanks to the hoardings that show a clawed heart

e4m by exchange4media Staff
Published: Feb 9, 2023 8:24 AM  | 4 min read
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Days away from Valentine's Day, Colors TV has created a buzz by ripping the heart. Using the OOH route and banking on the curiosity element, the channel has put up hoardings across Mumbai, Delhi and other cities promoting its latest show Tere Ishq Mein Ghayal. The big hoardings are generating lot of interest among people who are left wondering why the heart has been clawed.

The show is a fantasy drama that will be launched on February 13. It has Karan Kundrra, Gashmeer Mahajani and Reem Sameer Shaikh. The OOH campaign, however, just has a heart being clawed and nothing else written on it. 

People across the internet are tweeting and posting about the hoardings, expressing their curiosity about the show. 

Speaking about the campaign, Sapangeet Rajwant, Head, Marketing and Digital, Hindi Mass Entertainment, Viacom18 said, “COLORS has always curated ways to leverage the flavour of the season and bring innovation and disruption in the marketing sphere. We wanted to ride on the month of love and associate our campaign with it to echo mystery of Tere Ishq Mein Ghayal. This campaign stirred interest amongst onlookers, and it led to audience engagement on a deeper level. The curiosity was sustained by ensuring visibility for the clawed hearts and quenched with the unveiling of the show’s poster. We are certain that this disruptive campaign has created right amount of buzz for the show.”

The campaign kicked off with billboards of big hearts emerging in cities such as Mumbai, Delhi, Lucknow, Kanpur, Agra, Bhopal, and Indore on the 3rd of February. It seemed that these cities were spreading love and cheering passers-by. The second phase of the campaign unfolded after the full moon night on the 5th of February, the perfect occasion to introduce a shocker. On this night, these hearts on hoardings and the hearts placed at iconic selfie points in Mumbai, Lucknow, Kanpur, Bhopal, Agra, etc. donned claw marks. These hearts piqued the curiosity of onlookers, who came up with many interesting theories about their appearance while posting stories on social media platforms. The lead actors of the show Gashmeer Mahajani and Karan Kundrra along with celebrities and media influencers Amit Sadh, Ankur Tewari, Nayandeep Rakshit, Shravan Shah, Siddharth Kanan, Karishma Singh, Viral Bhayani and Manav Manglani among others posted pictures of the clawed hearts sharing their curiosity on social media platforms.

Heightening the curiosity further, soon CCTV video evidence surfaced, and it showed the footage of the perpetrator, who looked like the werewolf versions of actors Karan Kundrra and Gashmeer Mahajani. The speculation of werewolves on a prowl and of it being a marketing stunt were rife. Taking the internet by storm, these theories were further amplified through various news channels featuring the CCTV video and building the speculation around the perpetrator. This was coupled with radio integrations and digital conversations adding on to the anticipation around the campaign.

In the final phase of the campaign, it was revealed that the clawed hearts were part of the channel’s upcoming show with the unveiling of a captivating poster by the lead actors of the show. This poster summed up the entire campaign and underlined the show’s theme. Right from screen-shattering entrances to the actors spilling th

Published On: Feb 9, 2023 8:24 AM 
Tags Ooh campaign Karan Kundrra Tere Ishq Mein Ghayal Color TV Gashmeer Mahajani Reem Sameer Shaikh

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