Star Bharat launches disruptive marketing campaign for show on Maa Vaishnodevi

To bring Maa Vaishnodevi closer to its devotees this Navratri, Star Bharat launched a cutting-edge campaign for its show ‘Jag Jaanani Maa Vaishnodevi – Kahani Matarani Ki’. The channel chose to capitalize on the auspicious occasion of Navratri to narrate the untold story of Maa Vaishnodevi, from the onset of her journey on earth as a child to her becoming Maa Vaishnodevi. 

The campaign provided an interactive devotional experience to the audience's fingertips. The channel created an AI Chat Bot on WhatsApp in partnership with the Facebook/ WhatsApp team. It allowed the audience to connect with Maa Vaishnodevi through her life stories, Navratri songs/playlist and wallpapers on the chat box to celebrate the festive season in a new, never-before-seen way. Through this campaign, Star Bharat became the first ever broadcast channel to have a verified account on Whatsapp. 

It brought smiles to the faces of over 13 million unique users who engaged with this chat BOT in UP & Delhi in the first 5 days alone. Since Maa Vaishnodevi first appeared on their screens, users have spent over 11,000 hours engaging with the show, asking questions, learning facts and sharing greetings of the season. Data analytics show that over 25,000+ comments have been exchanged on the platform. The viral campaign garnered 500,000+ post reactions and continues to attract an even larger base.

In addition to the virtual campaign, an ingenious on-ground activity was conducted in 34 towns and cities of UP where a branded vehicle went door-to-door and chanted the slogan Jor Se Bolo, Jai Mata Di. The loudest, most energetic cheer would receive complimentary merchandise. The activity witnessed an enthusiastic participation of over 2 million audiences in just 10 days. 

As a part of their 360-degree marketing strategy, Star Bharat also reached out to its audience on their long commute back home in the Delhi Metro using innovatively designed Metro branding.

The 360 degrees marketing campaign resulted in a stupendous response from the audience, growing the slot TVR by 283% and the reach by 112%, thus making it the best mythological show launched in the last two years.