How Star Plus leveraged the crazy fandom of the Rashi-Rasoda song, and used it to announce the launch of Season 2 of Saath Nibhaana Saathiya

• Yashraj Mukhate's Rashi-Rasoda rap took the country by storm last week.
• Leveraging this unexpected love that the show and its character received, Star Plus used the song to announce the second season of the show which led to the rap, Saath Nibhaana Saathiya.

By now, we are pretty sure you must have heard the Rashi song (and if you are anything like us, you might have heard it a few hundred times). To say that the song created by music producer Yashraj Mukhate is popular, is an understatement.



Soon after Mukhate posted the song, a rap based on an overtly dramatic scene from a Hindi serial, Saath Nibhaana Saathiya, the video took social media by storm. What followed was a hilarious meme fest and the song becoming a part of everyday conversations.

Keeping in mind the kind of fanbase the song now has, Star Plus did something very smart. To announce the launch of the second season of the serial, which by now has captured the fancy of the entire nation, Star Plus used a reference to cooker and the rasoda. We think it was a masterstroke from Star Plus to announce the next season of the show when the entire nation is almost obsessed with it.


What the next season has in store, is for us to wait and watch. However, Star Plus has done well to capitalize on the fandom and release its announcement campaign around it. Here's an example of social listening done right!