Lord Mahadev and Goddess Parvati are set to commence their journey as parents as they have welcomed their beloved son Lord Ganesha on Life Ok’s show ‘Devon ke Dev Mahadev’. The countdown to the much-awaited entry of Lord Ganesha started in early December with the birth of Vinayak; a host of marketing initiatives were executed by the channel for the same.
An extensive outdoor campaign was rolled out in Mumbai, Delhi and other key markets of Maharashtra to promote the special episodes. The 15-day campaign was executed by Bates Wallstreet and DDB MudraMax in these markets.
Ajit Thakur, General Manager, Life OK said, “With digitisation hitting Mumbai and Delhi, our best bet was to go out and loud in the outdoor. We are identifying peak points and customising marketing strategies for key shows of which Mahadev is one. Our strong creatives for this campaign created a lot of attention and recall.”
As Lord Ganesha is known to be Mumbai city’s favourite, the channel displayed colourful holy visuals at strategic locations. A grand procession that included young children dressed as Lord Ganesha, dancing to the tunes of holy chants to welcome the revered God, was also organised in Mumbai.
The outdoor media formats used in the campaign were the larger ones, which include hoardings and gantries. The channel also used extensive branding at local railway stations.