Collective Heads manage launch event for STAR TV serial 'Behenein' in Mumbai and Delhi
Wed 10 February 2010
Collective Heads was appointed by Hindi GEC (General Entertainment Channel) STAR to manage the launch events of its new television serial, 'Behnein'. The agency chose the setting of a sangeet party as the theme for the announcement event, which included a press conference. The events were organised at Taj Lands End, Mumbai on February 2, and at Shangri-la Hotel in Delhi on the following day.
Kiran Shetty, Director, Collective Heads, said, ;We have done numerous activities not only for Star Plus, but even for Star One, Star Pravah and other channels of the network. The unique thing about this particulr event was its theme. The launch party and press conference were clubbed togather which gave the visitors the feel of the background of the television serial. The brief given to us was to work out on the lines of Sangeet ceremony in a Gujrati marriage. We did research on Gujrati marriage proceedings and thus executed the entire event.
The agency designed the venue incorporated bright colours, drapes with mirror work and decorated the location with small traditional Indian lamps to give a feel of Gujrati wedding. Visitors were welcomed by sprinkling rose water as in real weddings. There were tents set up wherein group of ladies were hired to sing traditional Gujrati songs on marriage and songs teasing the bride.
A special performance was given by Suhaag ladies and the cast of the serial. Garba dancers were called and visitors were invited to take part in the garba dance. There were also few stalls set up wherein visitors could buy glass bangles or mehendi design on their hands and feet. Around 150- 200 people attended the launch party.
The press conference at the end of the launch party was addressed by Anupam Vasudev, Ex. VP - Marketing, Star India, JD Majethia, Producer of the show and actors from other shows like 'Baa Bahu Baby' and 'Bidaai'.