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<ul><li><keyword id="9809441" type="UNKNOWN" weightage="20" keywordseo="Yashraj-Mukhate">Yashraj Mukhate</keyword>'s Rashi-Rasoda rap took the country by storm last week.</li><li>Leveraging this unexpected love that the show and its character received, <keyword id="27668" type="COMPANY" weightage="20" keywordseo="Star-Plus">Star Plus</keyword> used the song to announce the second season of the show which led to the rap, <keyword id="620665" type="ENTERTAINMENT" weightage="20" keywordseo="Saath-Nibhaana-Saathiya">Saath Nibhaana Saathiya</keyword>.</li></ul><br />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.<br /><br />       <div type="Youtube" id="SjhBeIz1tDI" title="Kokila Ben | First World Problems | Dialogue with Beats | Yashraj Mukhate | Gopi Bahu | Raashi" thumbUrl="https://i.ytimg.com/vi/SjhBeIz1tDI/mqdefault.jpg"></div><br /><br /> 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.<br /><br /> 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.<br /><br />      <div type="Youtube" id="8-GwnJSOlOM" title="Saath Nibhaana Saathiya 2 | Coming Soon" thumbUrl="https://i.ytimg.com/vi/8-GwnJSOlOM/mqdefault.jpg"></div><br /> 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 <keyword id="3068491" type="PERSON" weightage="20" keywordseo="social-listening">social listening</keyword> done right!<br /><br />

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

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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

Samarpita Banerjee

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