Aamir Khan is known for his marketing genius and has proved it again and again.. but folks here the B-town perfectionist is getting sleepless nights as the queen of Indian soap our dear Ekta Kapoor has threatened Aamir ‘s singhasan (read throne) by the help of her lovely dayaans’"

Yes in a uniquely smart innovative move Ekta Kapoor has kicked off a first-of-its-kind promotion for her upcoming movie ‘Ek Thi Dayan.’ starring Konkana, Human and Kalkie with Emraan as the male lead which in turns promises to be a major boost for the film initials.

Starting 9th March, Life OK will broadcast the series produced by Ekta Kapoor’s famed Balaji Telefilms. Ek Thhi Naayka will bring together some of the biggest television icons together. Smriti Irani, Sakshi Tanwar, Aamna Shariff, Shweta Tiwari, Mouli Ganguly, Ankita Lokhande, Kritika Kamra and Pooja Gor will be seen in their regional avatar, with a different story every week.

The TV series boasts of enthralling content, and is an industry-first marketing initiative that has been exclusively created to promote a feature film. The show experiments with the concept of Film & TV integration through an eight-week marketing campaign to promote the upcoming movie, ‘Ek Thi Dayan.’ Each episode promises to deliver quality content and showcases each Naayka’s struggle against evils.

Commenting on the launch, Ajit Thakur, General Manager, Life OK, said, "Life Ok has always attempted to break the monotony by introducing disruptive and innovative content supplemented by refreshing marketing strategies.

We are delighted to partner Ekta Kapoor’s Balaji Telefilms to a unique and exciting series for our viewers. We are confident that the audience will appreciate our efforts in providing interesting and inoovative content on weekend through Ek Thhi Naayka."

Ekta Kapoor, Balaji Telefilms, said, "This is creative marketing at its best: A first-of-its-kind promotion for an upcoming movie, resulting in a win-win situation for both the movie and the channel."