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Case Study: Shemaroo TV’s marketing blitz for 'Devon Ke Dev...Mahadev' pays off

Shemaroo TV’s marketing strategy for ‘Devon KeDev….Mahadev’ episode on Shiv-Sati Vivah rules Indian Television Market.

When Lockdown began, television channels, starting with Doordarshan, brought back beloved mythological shows like ‘Ramayan’ and ‘Mahabharat’ and won a lion’s share of the viewership pie. ‘Ramayan’ telecast on DD National garnered 170 million viewership for the first four episodes alone.

GE channels quickly followed suit and brought back mythological shows on their own channels.

Shemaroo TV is an FTA channel aimed at HSM audience, sporting the tagline ‘Badalte Aaj Ke Liye’. It offers a variety of programming like ‘Devon Ke Dev…Mahadev’, ‘Great Indian Laughter Challenge’, ‘Ssshhh… Koi Hai’, ‘Zabaan Sambhalke’ and more.

‘Devon Ke Dev…Mahadev’ is a mythological drama series based on Lord Shiva. It first premiered in the year 2011 on Life OK, wherein it gained 3 TVR within two months of its launch. The show has been dubbed in Bengali, Tamil, Malayalam, Oriya, Telugu, Assamese, Marathi, and Indonesian languages. During the nationwide Lockdown, with popular series making a comeback, Shemaroo TV re-telecast the show in May.

There was high audience anticipation for the special episode of ‘Devon Ke Dev… Mahadev’, where Shiv-Sati wedding was to be aired on June 9, 2020. To create a buzz around the episode, Shemaroo TV launched a massive social media outreach via Facebook, Instagram and Twitter. Shemaroo TV wanted to reach out to audiences in Tier 2 and 3 markets that make up a bulk of the viewership of the show via social platforms.

The target audience for the campaign were both male and female in the age group of 22-35 years, along with a slightly younger and social media savvy audience of the Hindi speaking belt from Tier 2 and 3 regions.

Creative Idea/ Strategy

Shemaroo TV utilised their social media handles for a cross promotion activity to showcase promos of the ‘Shiv-Sati Vivah’ episode.

They planned to share a series of promo videos of the characters of the show and created a virtual invitation card for the episode. The posts were in Hindi language to better connect with their TG.

All the promotional posts were released between June 1 and 7.

The execution

With Special Effects

View this post on Instagram

शिव और सती का विवाह है ब्रह्माण्ड का महा विवाह। एक ऐसा अलौकिक मिलन जिसके अवसर पर स्वयं ब्रह्मा और विष्णु भी उपस्थित होंगे। और इस अविस्मरणीय संगम के मौके पर आप भी सादर आमंत्रित हैं - 9 जून मंगलवार शाम 7:30 बजे शेमारू टीवी पर ज़रूर देखें शिव सती विवाह का स्पेशल एपिसोड। #शिवसतीविवाह #shivsativivaah अब देखिये शेमारू टीवी इन् प्लेटफॉर्म्स पर @tataskyofficial - Ch. No 181 @dishtv.india - Ch. No. 139 @dd.free.dish - Ch. No. 28 @d2h_official -Ch. No. 123 #INDigital - Ch. No. 104 #NXTDigital - Ch. No. 104 @digiananews - Ch. No. 161 @merainna @imouniroy . . . #ShemarooTV #DevonKeDevMahadev #HarHarMahadev #MohitRaina #MouniRoy #Sati #NewEntertainmentChannel #BrandNewChannel #TVChannel #HarHarMahadev #MohitRaina #satidevi #mouniroyfanclub #mohitrainafans #mouniroyfc #harharmahadevॐ #bhaktimeinshakti #devotion

A post shared by Shemaroo TV (@shemaroo.tv) on

Without Special Effects

Virtual Invitation Card

 

View this post on Instagram

शिव-सती विवाह की महिमा पूरी सृष्टि में अद्वितीय है। इस विवाह में शामिल होना आपके लिए एक अनोखा अनुभव होगा जो सदैव आपके हृदय के पास रहेगा। इस अविस्मरणीय संगम के मौके पर आप सादर आमंत्रित हैं - 9 जून मंगलवार शाम 7:30 बजे शेमारू टीवी पर ज़रूर देखें शिव सती विवाह का स्पेशल एपिसोड। #शिवसतीविवाह #shivsativivaah अब देखिये #ShemarooTV इन् प्लेटफॉर्म्स पर @tataskyofficial - Ch. No 181 @dishtv.india - Ch. No. 139 @dd.free.dish - Ch. No. 28 @d2h_official - Ch. No. 123 #INDigital - Ch. No. 104 #NXTDigital - Ch. No. 104 @digiananews - Ch. No. 161 @merainna @imouniroy . . . #ShemarooTV #DevonKeDevMahadev #HarHarMahadev #MohitRaina #MouniRoy #Sati #NewEntertainmentChannel #BrandNewChannel #TVChannel #HarHarMahadev #MohitRaina #satidevi #mouniroyfanclub #mohitrainafans #mouniroyfc #harharmahadevॐ #bhaktimeinshakti #devotion

A post shared by Shemaroo TV (@shemaroo.tv) on

Engagements/ Results

The videos with special effects saw 2.2X more engagement than the posts without the effects. There were a total of 647 unique user registrations and 5,896 total registrations via the Virtual Invitation Card.

On Facebook, the channel’s social media handle saw 319,256 impressions, 45,794 engagements and 39,994 video views. On Instagram, 17,126 impressions, 2,618 engagements, 3,527 video views. On Twitter, 16,939 impressions, 1,719 engagements and 1,016 video views.

“In a short span of time, Shemaroo TV is emerging as a destination of choice for audiences in the HSM markets. With the second screen phenomenon on the rise across the Tier 2 and 3 markets, we wanted to tap into the audience experience beyond television as well. One such unique marketing idea we recently executed was by way of creating personalised wedding invites on social media for our viewers to come and witness the grand wedding of Mahadev and Sati on our show ‘Devon Ke Dev… Mahadev’. This proved to be a great way to engage with our viewers online, making this activity a huge success. Also, the ripple effect across social media platforms ensured increased reach, resulting in the audiences tuning in to Shemaroo TV and continue experiencing the joy and festivities of the wedding virtually,” said Sandeep Gupta, COO, Broadcast Business at Shemaroo Entertainment.

Also read: Shemaroo hires media veteran Sandeep Gupta to head its broadcast business

 

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