A take-off from popular British series Are You Being Served-the serialrevolves around happenings in a departmental store. The 15 exclusivecounters in the mall have been given out to several endorsers including LGElectronics, McDonald's, Mastercard, Charlie Jeans, Maxwell, Weekender,Indigo nation and OCM. The cyber cafe in the departmental store will sportendorsements by ZipAhead.com.

According to Star Plus vice-president (sales & marketing) Monica Tata, theserial will open the gates for in-television advertising in the country."For the first time our clients will not have to wait for the advertisingbreak to highlight their products and services," Tata said. It is a value-addition in terms of exclusive time and space for each brand, Tata said.However, no minimum time slots have been earmarked for any of the brands.As the storyline revolves around the mall, the dialogues may be pepperedwith some of the brandnames. Welcoming the move towards in-televisionadvertising, a media consultant from Mudra points out this would give addedpunch to the products and services in terms of brand positioning.

Agrees LG Electronics vice-president (sales & marketing) Ajay Kapila. Byexclusively occupying the electronic section of the mall, it will givedefinite advantages to LG in terms of visibility, Kapila said. LG would bedisplaying its latest products in the stands, he added.

Interestingly, it is the channel which is going to enjoy the windfall ofthis new marketing innovation. Tata, however, refuses to reveal figuresabout the marketing deal with endorsers.

According to Tata, Star expects this trend to take off in a big way in thecountry. "We would be open to the idea of working on similar advertisingopportunities as and when they arise," Tata said.

The producers too are not complaining. According to Rakhi Tandon, who ispart of the production team, and also plays one of the lead roles in theserial, using real-life brands adds to the serial's credibility and gives ita more realistic-look. Several Bollywood flicks in recent months like PhirBhi Dil Hai Hindustani and Taal, have endorsed in-movie advertising. Many inthe advertising fraternity feel that this may well be a trendsetter for thetimes to come.

Few, however, raise questions relating to editorial control.

Kapila, however, dispels any fear of editorial interference in shaping ofthe serial. "We have nothing to do with the story line," he said. Tata tooreiterates that editorial matters would be left to the producers.