The channel generated buzz around the show extensively through on-ground marketing and social media engagements
BestMediaInfo Bureau | Mumbai | December 26, 2014
Life OK recently launched its mytho-thriller series ‘Lifebuoy presents Mahakumbh - Ek Rahasya, Ek Kahani’, powered by Good Knight, replacing its flagship show ‘Devon Ke Dev… Mahadev’. In order to generate curiosity and buzz around its newest offering, the channel devised a 360-degree marketing campaign to engage with its viewers at the grass-root level.
The campaign roadmap for ‘Mahakumbh’ consisted of TV, print, social media innovations, cinema advertising, PR and on-ground initiatives, along with a wide spread of OOH exposures in Hindi speaking markets. It had a glaring presence in Mumbai, Gujarat, Delhi- NCR and UP markets. All the major multiplexes in and around these cities were captured through branded snapshots of the show, to attract maximum eyeballs.
With the show being extensively shot in the holy city of Varanasi, which is also a priority market, a lot of on-ground and marketing activations were driven from there. Prior to the launch day, the city roads leading to the Ghats were inundated with ‘Mahakumbh’ hoardings featuring the lead protagonist Gautam Rode. A musical evening was organised at Dashashwamedh Ghat, followed by a maha aarti, in order to attract and engage with the local audiences. A contest pertaining to the show was run on Radio Mirchi and the winners were announced during the on-ground event at the Ghats.
During the launch week, the show spots played on approximately 24 TV channels across genres including news, music, youth and religious channels. The promos were aired on various Star Network channels, including Star Sports, Star Plus, Movies Ok, Star Gold, Channel V and Nat Geo.
On the digital front, the hashtag #Mahakumbh was present across TV, print and OOH, to subliminally talk to the digitally-savvy younger audiences. The channel followed a content marathon during the launch phase by releasing exclusive promos, pictures and vine videos to drive conversations about the show.
A special preview screening of ‘Mahakumbh’ with Rode was organised for key influencers and fans who then reviewed it on various social media platforms. Rode dared his friends from the industry to take up ‘#Mahakumbh1Min challenge’ by asking them to complete a task in one minute and upload a video of the same on social media. Apart from this, the digital platform went buzzing with special ‘Mahakumbh’ webisodes, live chats with the actors and other engagements on Facebook and YouTube.
Speaking about the initiatives, Life OKs spokesperson said, “‘Mahakumbh - Ek Rahasya, Ek Kahani’ is based on a curiosity factor and we wanted to highlight it through all our initiatives. Owing to this, we focussed on creating distinct promo-teasers and creatives that would build an intrigue level in the minds of our audiences, before the show goes on-air. Even on the digital platform, we intended to drive conversations through influencers about the uniqueness of the show through a number of innovative activities. With Varanasi being an important tent pole, on-ground activities were carried out in the city that got us to interact and engage with the viewers directly. ”