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Mastiii's campaign takes on the mighty
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[Image: 22874_2010714_OOH_inside_529x529.jpg]

<img style="float:left; margin: 0px 10px 0px 0px ;" src="http://www.afaqs.com/news/news_story_grfx/2010/27688_1.jpg"/>The new channel from Sri Adhikari Brothers, Mastiii, which promises a blend of music and comedy, has a rather comic take on the existing shows on general entertainment channels (GECs). The channel has launched a multimedia campaign which takes a dig at the content currently dished out on GECs.

Mastiii's campaign spans television, outdoor and below-the-line. The television and outdoor campaigns are based on the belief that viewers are bored with the existing content on television, be it daily soaps or reality shows.

"There are too much reality and tear-jerker shows in the market. Mastiii was born out of the idea that there is a need for change and viewers want to laugh," says Markand Adhikari, vice-chairperson and managing director, SAB Group.

One of the TVCs is a spoof on the genre of fiction shows currently on air. The TVC starts with the title of the serial, called ‘Mera Pati Ab Nahi Raha’. The scene opens with the shot of a dead body and people mourning around it. The scene then moves forward to Episode 50, where people are still mourning and the widow is shown crying, not willing to accept the death of her husband. In Episode 100, it's still the same mourning scene

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