STAR BHARAT - SHOW LAUNCH
Jai Maa Vaishnav Devi
Brief
Promote the television show “Jai Maa Vaishno Devi” and execute a large-scale sampling activity across the Hindi-speaking belt to drive awareness and tune-in for the show launch.
Insight
Audiences are more likely to share content when there is a clear reward and purpose attached to the action. Incentivised sharing transforms passive viewers into active promoters, especially on highly personal platforms like WhatsApp.
Idea/Execution
We designed a reward-driven content sampling model that leveraged WhatsApp as the primary distribution channel.
Short show promos and exclusive content were shared via WhatsApp links and gated through an incentive-based mechanism. Participants were encouraged to forward and share the content within their networks in exchange for rewards, turning everyday conversations into organic media.
The strategy allowed the show’s narrative to travel quickly and authentically through trusted peer-to-peer networks across multiple districts in the Hindi-speaking belt, ensuring deep penetration beyond traditional advertising.
Impact
- Show launched with an opening TRP of 2.1, the highest-ever opening rating for a Hindi GEC.
- Activation executed over 10 days across 31 districts.
- Reached 2.5M+ indirect contacts through network sharing.
- Engaged 0.5M+ direct contacts, driving strong pre-launch awareness and tuning in.