MUMBAI: For its upcoming show Kaatelal & Sons, Sony Sab has released a new campaign Sapno Ka Koi Gender Nahi Hota (dreams have no gender) to underscore the premise of the story – that if you have a goal, you can achieve it irrespective of your gender and the diktats of society. Featuring the serial’s lead actresses, Megha Chakraborty and Jiya Shankar, it challenges gender stereotypes in a patriarchal world with the message Khol Dimaag Ka Shutter (Open up your mind). The music video is composed by the popular music producer Mayur Jumani, who also makes a cameo appearance. 

The daily soap is inspired by the true story of two sisters – Susheela (Jia Shankar) and Garima (Megha Chakraborty) – who, during a rough patch, take on their father’s ancestral business of running a local men’s hair salon in Rohtak. However, daddy dearest Dharampal (Ashok Lokhande) feels that his business, named Kaatelal & Sons, can’t be passed on to his daughters. As per his beliefs, women are not supposed to pursue such a profession, but his daughters are determined to keep the shop and take it to new heights.

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Sony Sab marketing & communications head Vaishali Sharma said, “The story of Kaatelal & Sons is very hopeful and progressive. The show has a thought-provoking message that roles are not defined by gender. This concept is seeded in everything we are doing whether it is #ungender their dreams or any engagement that we are doing. That thinking resonated very powerfully with our viewers. With the Sapno Ka Koi Gender Nahi Hota campaign, we aim at challenging the deep-rooted stereotypes of gender roles in our society.”

This is a 360 degree campaign that will outreach via digital, outdoor, print, a strategic promotional plan with Paytm and Big Bazaar. As the show progresses, the makers will also highlight the stories of people who have broken a gender stereotype. According to Sharma, the most important part of the campaign is to generate conversation around people. She also mentioned that the campaign has extensively been promoted across Sony Network channels. As far as outdoor activations are concerned, the channel will be looking at focused markets that work well for the organization. Sharma pointed out that there are two approaches which the channel will be following, first is visibility-driven media to generate awareness, and secondly, local media which will help drive the conversation forward.

Coming to digital, Sharma has individual plans for each social media platform like Youtube, Facebook, and Instagram. To create engagement, the two protagonists of the show will create Instagram stories on a regular basis. The makers will also be putting videos regarding social experimentation. Facebook will be customised with a lot of memes. As part of the marketing campaign the channel will encourage audiences to share their stories on Instagram and Facebook. YouTube will primarily comprise short promotional videos.

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Elaborating on how the campaign will add value to the brand and the advertisers who want to be associated with Sony Sab and the show, Sharma said, “This kind of thought which is hopeful and positive is sure to resonate with the brand and the overall core value of the brand. Light-hearted content that gives hope and happiness is the core of the channel. Shows like Kaatelal & Sons will add back to the brand philosophy. From the advertisement perspective, I feel our environment is happy and progressive and anyone who is part of the environment is sure to benefit.”

According to Sharma the plethora of distinct content on Sony Sab like Tenali Rama, Baalveer, Bhakarwadi, Taarak Mehta Ka Ooltah Chashmah, has helped them to become a channel with sunny, feel-good content which is loved by audiences across India.

In the end, solid ideas and content don’t require too much money or promotion, quipped Sharma. “If the idea is good then the viewers become your brand advocates. With our new show and the video that we have released, we have observed that it is shared by our viewers only. The challenges of dynamic resources and money does not hold anyone back, we pride ourselves in constantly thinking about new ways of marketing and building the brand. In the last three years, brand Sony Sab moved and evolved in ways like never before.”

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Starring Megha Chakraborty, Jiya Shankar and Ashok Lokhande, Kaatelal & Sons will be telecast Monday to Friday at 7:30 pm only on Sony Sab, starting from 16 November 2020.