The search for the truth begins with you. These words of detective Asmita will inspire many to take on their problems head on with renewed hope and determination. After all, Asmita is just like you. She is a daughter, sister, friend and yet she is different from the everyday girl next door. Asmita and her team of 3 will ensure your days and nights are more peaceful. Asmita is the story of Asmita Prabhakar Agnihotri, a law graduate by education who now investigates crime. Other than the instances of crime reported daily there a few sensitive cases that go unnoticed due to societal fears or other reasons. Asmita takes up such cases amongst others and solves them with aplomb. She intrinsically believes that ‘being watchful and careful helps in solving crime’. Her resolve to fight crime forms the backbone of this detective saga, the first time a woman detective show has premiered on Marathi TV.
TV and outdoor were used extensively during the launch phase of the campaign while the print campaign focused on building the engagement of the readers. The print ad carried 2 crime scene images and readers were asked to identify the five differences between the two crime scenes. The print ad reinforced the thought of the show ‘Shodla Ki Sapadtach’ (if you search you will find) while also increasing the time spent on the ad. Apart from this the post launch phase will see various social media and digital initiatives carrying forward the thought of the show.
Asmita launched on Zee Marathi on 5th February and will be aired every Wednesday to Saturday at 2130 hours.