STAR Plus has always aimed at presenting new ideas, new content and new promotional campaigns to its viewers. And this time, for the launch of Sanjay Leela Bhansali's Saraswatichandra, the channel deployed an innovative and clutter breaking guerrilla digital campaign, which was a huge success.
The show launched on 25th February at 7:30 PM, is a modern-day adaptation of the Gujarati novel by the same name and is essentially a one-of-a-kind love story at its core. Hence, STAR Plus decided to give a Valentine's Day treat to its viewers by releasing a 7 min sneak peek of the show's episode over digital platforms. The exclusive web premiere, which aired on STAR Plus's official YouTube channel on 14th February at 3 pm garnered approximately 2,97,462 hits in a short span.
The exclusive preview helped generate a lot of and excitement for the TV launch on 25th February; it had the non tech-savvy audience exploring the digital medium and at the same time reached out to the digitally-proficient younger audience.
Speaking on this novel marketing initiative Nikhil Madhok, Vice President, Marketing, STAR Plus said, "Saraswatichandra is a really unique love story and we instinctively felt that it would find good traction amongst the youth. The show is a modern-day love story, so we wanted to reach out to the younger audiences. The best way to get their attention is by going digital. And, it has definitely been a successful campaign going by the overwhelming number of hits and views."
The response to this disruptive, clutter-breaking campaign has been remarkable. In less than two months, Saraswatichandra's digital content has crossed 1 million hits and views.
http://www.mediamughals.com/News/1/13/Article/11639/Saraswatichandra_crosses_million_hits_online.htm
Book Talk
