An insight into Star Bharat’s marketing strategy for their new show ‘Swayamvar – Mika Di Vohti’
Ashley D. Su
2 min read
For the launch of Star Bharat’s new show ‘Swayamvar -Mika Di Vohti’, the channel has created a multi-channel and multi-platform campaign. The show premiered on June 19, 2022 at 8 p.m. with Mika Singh and 12 contestants competing to win his heart. The show is hosted by singer Shaan.
The channel’s spokesperson said, “At Star Bharat, our goal is to ensure that our viewers are entertained and deeply engaged. We are excited to add new ideas to our campaigns and create innovations that are truly engaging and compelling for our viewers. In India, weddings are full of festivities and fun and we have mounted our campaign to bring back 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 wider audience.
‘Swayamvar – Mika Di Vohti’ is a celebration of Mika Singh’s hunt for his life partner. Keeping this in mind, the chain has launched several attractive activities in all markets. “Mika Di Baraat” – experiential field activation has been launched and is being carried out in 64 constituencies in Delhi, five cities in UP and 15 cities in Punjab. Elements like Virtual Reality (VR) and a Selfie area with Mika were added to enhance the experience, allowing viewers to engage with Mika and Shaan and ultimately become part of the show.
To further strengthen the overall campaign, a promotional campaign was also rolled out across platforms such as TV, print, outdoor, direct broadcast, radio, digital and social media. The overall goal of the campaign is to maximize the reach of the show and generate excitement among the audience.
