This insight was brought to life by Star Plus daily soap characters
Mumbai: In a groundbreaking collaboration, Carat India partnered with Meesho to launch the ‘Meesho Mega Blockbuster Dhamaka’ campaign on Star Plus which was based on the insight that women bond over shopping, whether online or offline. This insight was brought to life by Star Plus daily soap characters. The campaign pioneered new collaboration formats within the GEC space, leading to a cohesive storytelling success!
Conceptualized and executed by Carat, for the first time ever, four iconic lead characters of 4 different shows came together as friends and captured their excitement for Meesho’s Mega Blockbuster Sale by planning a shared shopping spree on the MAHA Sangam episode that aired on the first day of the sale.
Link to the campaign integration video: https://www.youtube.com/watch?v=oTvurzWMzsc
The Maha integration episode rating was the highest compared to the other episodes for the show in the collaboration week. Not only did it effectively create the hype around MBS, but it also highlighted the power of strategic collaboration and culturally resonant content.
The overall MBS campaign was a remarkable success, showcasing an increase in Daily Active Users (DAU) among Tier 2+ women and effectively achieving Meesho’s goal of driving DAU growth on the opening day of the sale. On day one, Meesho attracted an impressive 6.5 crore unique customers visiting the mobile app, alongside 1.5 crore app downloads ahead of the sale.
This campaign saw the cultural power of TV protagonists where leveraging the influence of beloved TV characters showed a strong potential to drive commerce and consumer engagement. The protagonists also effectively demonstrated how to light up their festivities in an affordable way, making long-form content a winning formula for sales campaigns.
Commenting on the campaign, Sanchayeeta Verma, CEO, Carat India said, “The annual festive sale is the most critical event of the year for every marketplace. For us at Carat, this was the first MBS campaign that we executed for Meesho, and it served as a litmus test. I’m deeply grateful to Meesho for trusting us to be their partners in unleashing every critical media lever to win. Kudos to our brilliant Carat team for passionately delivering a record-breaking MBS campaign.”
Simantini Ghosh, National Head – Entertainment Specialisation, dentsu India added, “Just when branded content on television seemed to have reached its peak, we pulled a rabbit out of the hat for our first MBS campaign by reimagining beloved TV protagonists in unexpected, fresh avatars. With a sharp focus on business objectives, we crafted compelling communication with the Star Plus protagonists, delivering impactful results. My thanks to Meesho for believing in this idea and to Star for flawless execution.”
Soumitra Choubey, Director – Brand Marketing, Meesho commented, “At Meesho, our goal is to create memorable and meaningful connections with our audience, especially during key events like the Mega Blockbuster Sale. The collaboration with Carat India and Star Plus was a testament to the power of innovative storytelling and deep cultural resonance. By bringing beloved TV characters together for this campaign, we not only enhanced the excitement around our sale but also strengthened our commitment to making festive shopping experiences more engaging and accessible for everyone. We’re grateful for the exceptional teamwork that made this possible.”
