Star Pravah: Painting the city pink

TV channel, Star Pravah, filled a void left by the pandemic by facilitating worshippers in celebrating a holy festival in India.

Campaign details

Brand: Star PravahBrand owner: Star IndiaEntrant company: Star India, MumbaiMarket: AsiaSector: TV channels, services, programmesMedia channels: Outdoor, out-of-home, Newspapers, Television,Budget: Up to 500k

Executive summary

Due to pandemic Lord Jyotiba's temple, the most revered God in the Deccan region of Maharashtra, had to be shut. The tradition of celebrating Lord Jyotiba's festivals throughout the year with pink powder 'gullal' was muted.

Star Pravah revived the celebrations by lighting up the entire city in pink. In addition multiple Jyotiba temple was created in multiple canters which...

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