?India’s fastest growing GEC, has yet again broken all realms of success. Days before the official launch of the on-air promos, the channel has gone ahead and released the video online, ensuring over 1,34,000 unique views (on youtube).
Social media platforms like Facebook and Twitter have also been utilized. Mallika Sherawat wishing Narendra Modi on his birthday has gone viral. The keywords ‘Mallika Sherawat’ are trending on Twitter increasing the recall for the Bollywood Diva.
Previously, during a recent press gathering, Mallika announced that Narendra Modi is the most eligible bachelor. This piece of news had the digital and social platforms buzzing with discussions about Mallika Sherawat. This led to a sizeable volume of people discussing Mallika and the show which led to Mallika Sherawat trending on 7th and 8th September, 2013.
On 7th September, 2013 there was a web exclusive release of the launch promo of The Bachelorette India. The promo got a lot of organic traction on YouTube and has more than 1,34,433 views, from the release (Digital release – 8th September) till date. (17th September, 2013) Said Ajit Thakur, General Manager, Life OK, “The idea was to engage people on the social media platform. Whether it is in the form of a video or tweet, the online conversations have created a strong mass anticipation around the show”.
Social media was twittering, creating high recall factor for Mallika, leading to a high curiosity level for the show.