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Nikhil Madhok, senior VP-marketing and programming strategy, Star Plus, said, “Disruption was the key thought around our campaign. That's what you will see in every medium we have used to promote the show. Starting with the set of the differentiated character promos that are getting attention; for example, we positioned Shakuni not as a scheming old uncle but as a brother who loved his sister Gandhari so much that he dedicated his life to taking revenge on Hastinapur for the injustice meted out

Hemal Jhaveri, EVP and GM, Movies OK and Star Gold said, “It is unfair to call the genre non-interactive. A vast amount of marketing and interaction efforts are put in place when big premieres are launched on any channel. The channel and brand is marketed to agencies as well as regular audiences.”

?Star India initiative 'Saath Hum Hai Uttarakhand' ties up with eBay India to get viewers to meet their favourite TV actors through a charity auction.