Star Gold has rolled out an unconventional on-air campaign to promote the television premiere of ‘Dhurandhar’, using a synchronised glitch across multiple channels to capture viewer attention.

According to the Instagram Post, the activation involved a coordinated disruption across nearly 20 channels within the JioStar portfolio. These included movie channels such as Star Gold 2, Star Gold Romance, Star Gold Thrills and Star Gold Select, along with Star Utsav Movies and Colors Cineplex. The disruption also extended to general entertainment and kids’ channels such as Star Plus, Colors, MTV, Disney Channel India, Nick, Sonic and Hungama TV.

At exactly 9.12 pm on March 27, viewers across these platforms experienced a brief interruption marked by flickering visuals and distorted feeds, mimicking a technical glitch. The disruption soon transitioned into a reveal that announced the world television premiere of ‘Dhurandhar’, turning what appeared to be a broadcast error into a planned promotional moment.

The film is scheduled to premiere on May 30 at 7pm, with a simulcast across Star Gold, Star Gold 2 and Colors Cineplex. The campaign leveraged simultaneous broadcasting across genres and audiences, creating a unified, high-impact visibility moment across the network.

With this activation, the network tapped into the element of surprise to drive recall and engagement, showcasing how traditional television promotions are evolving with more immersive and attention-grabbing formats.