Mumbai: 9X has launched a multi-media marketing campaign for its epic drama series Kahaani Hamaaray Mahaabhaarat Ki. Hoardings revealing the two most important characters along with the launch date (7 July)) have gone up in Mumbai and are being rolled out across key markets nationwide.

The outdoor campaign, created by the in-house INX Studio, has been designed to convey the spectacular scale and grandeur of the epic series. The campaign uses the powerful logo of Kahaani Hamaaray Mahaabhaarat Ki along with dramatic images of Bheem and Duryodhan, whom it reveals in character for the first time with costumes by Manish Malhotra.

The characters of Bheeshma, played by Ronit Roy, and Ganga, played by Sakshi Tanwar, will be revealed next.

The multi-media campaign for Kahaani Hamaaray Mahaabhaarat Ki will reach at least 175 million viewers through outdoor, print, TV, radio and cinema and retail screens nationwide.

INX Network group director brand and communications Anthony Pettifer said, "One of the key objectives of our in-house INX Studio is to convey to viewers that our Mahaabhaarat has been created with the highest production values and on a grandeur and scale never seen before. It positions this timeless epic as a production that will appeal to today’s generation. The combined effect of the on- and off-air campaign is already creating enormous awareness for the series."