Star Bharat launches Jag Jaanani Maa Vaishnodevi withm a marketing campaign
With the aim of bringing Maa Vaishnodevi and her devotees closer this Navratri, Star Bharat launched a cutting-edge campaign that brought 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. With this campaign, Star Bharat became the first ever broadcast channel to have a verified account on Whatsapp.
The campaign 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 her-- 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 2MN+ audience 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 through innovatively designed Metro branding, breaking all records and creating new benchmarks for HGEC category.
Star Bharat’s Jag Jaanani Maa Vaishnodevi – Kahani Matarani Ki chose to capitalize on the auspicious occasion of Navratri to launch the show. An exhaustive research revealed that the story of Vaishno Devi is not known to many. Jag Jaanani Maa Vaishnodevi – Kahani Matarani Ki narrates the untold story of Maa Vaishnodevi, from the onset of her journey on earth as a child to her becoming Maa Vaishnodevi, our universal mother as she is now acknowledged. Audiences have got a chance to witness the immortal saga of the Goddess of Kalyug and her amazing story as it unravels on the small screen.
The 360 degrees marketing campaign resulted in a stupendous response from the audience, growing the slot TVR by 283% and the reach by 112% making it the best mythological show launched in the last two years.
Presented by Kalyan Jewellers, India Gate Basmati Rice & Keokarpin Hair oil.
Witness the journey of Maa Vaishnodevi every Monday to Saturday at 9:30pm only on Star Bharat.