A look at Star Bharat's marketing strategy for its new show 'Swayamvar – Mika Di Vohti'

Fr the launch of Star Bharat’s new show ‘Swayamvar -Mika Di Vohti’, the channel has created a multichannel and multiplatform campaign. The show premiered on June 19, 2022, at 8 pm starring Mika Singh along with 12 contestants competing to win his heart. The show is hosted by the singer Shaan.

The channel spokesperson said, “At Star Bharat, our focus is to ensure our viewers are entertained and deeply engaged. We are excited to add new ideas to our campaigns and create innovations which are genuinely engaging and fascinating for our viewers. In India, weddings are full of festivities and fun and we have mounted our campaign to bring alive the joy and excitement of a typical Indian wedding for our viewers. We are confident that this interactive and engaging approach will help the show reach a larger audience.”

‘Swayamvar – Mika Di Vohti’ is a celebration of Mika Singh’s hunt for his life partner. Keeping that in mind, the channel initiated multiple engaging activities across markets. “Mika Di Baraat” - an on-ground experiential activation was launched and is being carried across 64 constituencies in Delhi, five towns in UP and 15 towns in Punjab. Elements like Virtual Reality (VR), and a Selfie with Mika zone have been added to enhance the experience, allowing the viewers to engage with Mika and Shaan and ultimately be a part of the show.

Further strengthening the overall campaign, a promotional outreach has also been rolled out across platforms like TV, Print, Outdoor, DTH, Radio, Digital and Social media. The overall objective of the campaign is to optimise the show’s reach and create excitement amongst the audiences.

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