Star Gold executed a high-impact on-air campaign to promote the television premiere of Dhurandhar, using a synchronised glitch disruption across the JioStar network. The activation spanned 20 channels, including movie, general entertainment, and kids networks such as Star Gold, Colors, MTV, Disney, Nick, and Hungama, creating a unified moment of attention across diverse audiences.
At exactly 9:12 PM on March 27, viewers experienced a sudden interruption while watching their regular programming. Screens flickered, visuals distorted, and feeds appeared to momentarily malfunction. This unexpected disruption quickly transitioned into a reveal, announcing the world television premiere of Dhurandhar, turning confusion into curiosity and engagement.
The film is set to premiere on May 30 at 7 PM, with a simulcast across Star Gold, Star Gold 2, and Colors Cineplex. By leveraging multiple channels simultaneously, the campaign ensured massive reach and repeated exposure, cutting across genres and viewer segments in one coordinated burst.
This strategy highlights a growing trend in broadcast marketing-using disruption as a storytelling tool. Instead of traditional promos, the glitch format created a sense of urgency and intrigue, encouraging viewers to pay attention and remember the announcement.
By transforming a fleeting moment of “error” into a powerful reveal, Star Gold successfully converted passive viewership into active engagement. The campaign demonstrates how innovative use of network scale and timing can amplify visibility, making a TV premiere feel like a cultural moment rather than just another listing on the schedule.
