Australian TV series ‘Packed to the Rafters’ is coming to India via Star World, the channel dedicated to English entertainment. ‘Packed to the Rafters’ is an Australian family-oriented drama that revolves around the Rafter family – Dave and Julie Rafter and their four children Rachel, Ben, Nathan and Ruby – facing work pressures and life issues, along with tackling social issues. The show is aimed at the English-speaking, urban Indian youth who can resonate with the Rafter family issues and hopefully get a cue to resolving their own conflicts.(1)
The show has roped in Director, Karan Johar to incite interest in the urban Indian audiences as he is known for making films based on issues within urban Indian families. Karan’s depiction of Indian values of respect and love in a modern family synchs well with the format of ‘Packed to the Rafters’. The show slated to be on air from the 4th of December has been running an extensive six-week, pre-launch buzz around most mediums targeting the urban audience.
Social media buzz
The Star World Facebook page has been teeming with updates of the upcoming show along with the popular shows in the channel like ‘Grey’s Anatomy’ and ‘The Simpsons’. The Facebook cover page has just been updated to reflect the new show with its characters along with Karan Johar and a pointer to the exclusive web premiere prior to the show going on air. Perhaps, an app is coming up to stream the exclusive web premiere on the Facebook page itself!
As the face of the campaign, Karan is seen endorsing the show on the Facebook updates, beginning with introducing each of the characters and their issues, in a lighthearted way. The posts are seeing good engagement and with a million plus fans on the Facebook page, the channel is sure creating a targeted buzz.
Twitter has not been left behind. The channel’s Twitter page has been running the #HomeIsWhere hashtag since this morning, where followers are encouraged to tweet about what home means to them.
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The Star World India YouTube brand channel features a few videos with Karan introducing the concept of family “When all else fails, there’s family” and glimpses of the show. Moreover, the web premiere has a contest with exciting prizes, ensuring more eyeballs.
‘Packed to the Rafters’ has done a good job when it comes to creating pre-launch buzz on social media, especially when there is a plethora of popular shows already on air.