While conventional wisdom dictates that any brand is built in the metros first and then popularised elsewhere, we chose to focus our attention entirely on the Hindi-speaking desh. We launched a massive on-ground campaign that covered print, radio, outdoor ads and on-ground activation to give us a 100% coverage and reach in the Hindi markets, a first for the Star network.
Another piece of conventional wisdom is that on social media, English is the ‘lingua franca’. But we decided that if we are going to be a channel for the Hindi heartland, then we need to be true to ourselves across all platforms. All our communication on television and social media platforms was designed in Hindi.
All our communication on television and social media platforms was designed in Hindi. “Star Bharat’s campaign turned the tide around, defying English language’s dominance on social media,” Aijaz Nakhuda, Digital team, Star Bharat. “The impact of Hindi combined with our incessant communication strategy, helped us reach every social media user in Uttar Pradesh and Madhya Pradesh.”