Star Bharat conceptualized and executed a 360-degree marketing campaign for its show ‘Nimki Mukhiya’ imitating a political campaign. Just as all political campaigns have a strong on-ground leg, the channel launched an extensive on ground activation in over 15 cities and towns across Madhya Pradesh and Uttar Pradesh from August 28, 2017 to September 2, 2017.
The political campaign was flagged off in Lucknow by Nimki where political styled press conference was held in her “party’s war room”. Later, in line with her belief, “Ladki ka first duty hai ooka beauty!” - She spoke to journalists while getting beauty treatments done at Lucknow’s top salon, Stylz Beauty Salon. She concluded this off beat press conference by urging everyone to show support for her cause and keeping an eye out for her on ground campaign.
Fleet of colorful autos, custom designed to reflect Nimki’s quirky personality hit the streets. For a period of 5 days, the autos blared Nimki’s quirky political slogans. A door-to-door political styled campaigning was done where her manifesto was distributed and viewers were requested to tune in to Star Bharat at 8.30pm to show their support for Nimki. Additionally, an army of Nimki’s “party workers” set out and visited stores, markets, places of interests and heritage sites to distribute her manifesto and to talk about Nimki’s appeal and her unique political agenda.
To amplify her political campaigning, radio stations across MP and UP also played Nimki’s slogans.
This extensive outreach concluded with Nimki’s rally in Bhopal on the September 2. She first visited a radio station to talk at length about her political agenda. From there on, like any politician worth their salt, she set out on a rally in a quirky jeep, visited various hotspots of the city and interacted with the citizens.
After talking to the media in Bhopal, Nimki went on to do yet another press conference in Indore.
In the short period of 6 days, over 3, 37,500 houses were visited, 8, 77,000 pamphlets were distributed and over 16, 00,000 consumers were engaged.