In an innovative collaboration, Carat India, Meesho, and Star Plus launched the highly successful ‘Meesho Mega Blockbuster Dhamaka’ (MBS) campaign, redefining branded content in the entertainment sector. The campaign, which aired during the opening day of Meesho’s festive sale, brought to life the insight that women bond over shopping, whether online or offline. For the first time, four lead characters from different Star Plus shows came together for a shared shopping experience in a MAHA Sangam episode, blending storytelling with e-commerce to create an engaging shopping moment.
This collaboration marked a new direction for General Entertainment Channel (GEC) content, demonstrating the power of fresh, culturally resonant storytelling. The protagonists’ excitement for the sale drove significant interest in Meesho’s app, while also creating a buzz around the Mega Blockbuster Sale.
The MAHA Sangam episode performed exceptionally well, with the highest ratings of the week, contributing to a surge in engagement. On the first day of the sale, Meesho saw 6.5 crore unique customers visit the app and 1.5 crore app downloads, setting new engagement records. The campaign successfully drove Daily Active User (DAU) growth among Tier 2+ women, a key Meesho target audience.
Sanchayeeta Verma, CEO of Carat India, praised the campaign, saying, “This was our first MBS campaign with Meesho, and it was a great test of how creative media strategies can achieve business objectives. We’re thrilled with the results and proud of our team’s work in delivering this record-breaking campaign.”
Simantini Ghosh, National Head of Entertainment Specialisation at dentsu India, added, “We reimagined iconic TV characters in unexpected ways, blending business goals with compelling storytelling. This approach helped us deliver impactful results, and we’re grateful to Meesho and Star Plus for their collaboration.”
Soumitra Choubey, Director of Brand Marketing at Meesho, commented, “This partnership showcased the power of innovative storytelling. By bringing beloved TV characters into the sale narrative, we enhanced engagement and excitement. We’re thankful for the exceptional teamwork that made this campaign such a success.”
