The channel executed a differentiated promotional strategy across 26 cities, inviting viewers and their families personally for the wedding
Mumbai: Star Bharat, the Hindi GEC channel from the Star India bouquet has, since its inception, topped the charts with its differentiated approach on storytelling and marketing. Of all its popular shows, NimkiMukhiya holds a very special place across many Indian households because of a uniquelead character- Nimki. And now with her entering a new phase of life with her wedding, the show is set to enter a new arc.
The channel wanted to ensure that all Nimki fans and followers – responsible for making herTV’s favourite character – were part of her wedding and were personally invited for the same.Hence, Star Bharat implemented a 360-degreepromotional campaignthrough on-ground activation and ambient media reaching out to 26 cities across Uttar Pradesh, Uttarakhand, Madhya Pradesh and Chhattisgarhover a period of 10 days and also used digital and radio for further amplifying heartland wide reach.
The on-ground activities kick startedwith the promoters dressed as ‘Ladkiwalas’ arrivingin style led by a procession of ‘band baaja’ withbandwalas playing the signature show tune. The Ladkiwalas personally invited families with a wedding invitation card going door to door and reached out to 1.4 million viewers across cities. With the wedding season already in full swing in North India, the excitement in these cities only grew manifold.
Adding to the wedding feel, multiple bus shelters were decorated like ShaadiMandaps in five cities – Kanpur, Lucknow, Allahabad, Agra, and Gorakhpur. To create the ambience of an Indian wedding, the Mandaps had musicians playing wedding tunes on Shehnai. The Ladkiwalas gave out wedding invitation cards thus engaging with almost 50,000 commuters at these mandaps.
Overall, in the period leading upto the wedding, Star Bharat was able to reach out to 2.42 million fans directly and indirectly through this innovative campaign across ambient media and on ground.
This campaign was further amplified on radio across UP and MP to invite listeners to this anokhishaadi. Star Bharat partnered with 7 leading Hindi FM radio stations reaching out to 200+ towns to ensure that all the families across these markets were invited to the much-awaited wedding celebrations.
Sagnik Ghosh, Business Head, Star Bharat said, “We have always attempted to do things differently, whether it is our storytelling or marketing activities.We are happy that viewers found this campaign exciting and became a part of Nimki’s wedding by tuning-in to the channel leading to an increase of over 20% in ratings*.”
