The Marathi television space in General Entertainment Channels is highly competitive and a cluttered one. As Sun TV, one of South India’s leading television networks, decided to launch Sun Marathi, they wanted to make an entry that would get them attention and viewership. With our understanding of the Marathi culture and audience, we came up with a launch campaign that positioned Sun Marathi as a channel that is a celebration of relationships. An extensive outdoor and print campaign showcased the lead star cast of the prime time shows inviting Marathi viewers to join in the celebration. In fact, we also integrated a rewards-driven contest for the viewers, to incentivize their loyalty.