Posted in Marketing & Strategy Articles, Total Reads: 4806
, Published on 30 May 2012
Satyamev Jayate was launched on May 6, 2012 in the Sunday morning 11 am slot. The same slot earlier a hit with shows like Ramayan and Mahabharat saw a similar audience yet again after many years. The show was bound to be a hit even before it was first aired. He public had the curiosity to see what Mr. Perfectionist was coming up with on the small screen.
Image and fan following of Aamir Khan and a well thought of marketing campaign resulted in an overwhelming response to the show. It is interesting to see how the show was designed to redefine the role of a General Entertainment Channel in running a social campaign by targeting the right audience at the right time in the right way. Things to be noted are the marketing plan, viewership and response of the audience.
The Marketing Plan
What made Satyamev Jayate a hit even before its launch were well planned efforts of Star India and Aamir Khan and a marketing spend of Rs 20 crores. Rather than a show, Satyamev Jayate is being claimed to be a campaign spread over 13 weekly shows. The selection of time slot is such that the show attracts whole family to watch the show together. Marketing of the show began with feature of promotional videos of the show over channels of Star India. Response of the audience to the promotional videos itself was such that soon it was trending on twitter.
The promotional videos attracted the audience with presence of superstar Aamir Khan and music of Ram Sampath for lyrics by Prasoon Joshi. The videos were also played at over 300 screens over the country after the national Anthem before the movie began. During the movie shows, questions were asked about issues related to the show. The people with answers closest to the show were featured during the show on screen. Using services of Mudra max, premium outdoor hoarding sites were captured to grab the attention of travellers.
The marketing efforts are planned throughout telecast of the shows. The marketing is unique and fresh enough to attract its audience.
The launch episode reached 9 crore viewers. The rating of the show was 4.1. The show opened with 50% higher ratings in Upper SEC (Socio-economic Classification) audiences. SEC A audience gave the show 5.9 rating. The number goes further high to 14.4 rating in SEC A 15-34 years. Satyamev Jayate also marks the first time in the history of Indian television when a show was broadcast on a pan-India platform and simultaneously broadcasted on all major channels of Star India Network – Star Plus, Star Pravah, Star Jalsha, Star World, Star Vijay, Asianet as well as ETV Telegu and Doordarshan.
Thus, Satyamev Jayate was biggest Indian Television launch in history with highest viewership. The show also claims maximum advertising rates compared to all other shows currently running even on prime time slot. While Satyamev Jayate demands Rs 4-5 lakh for 10 second slot, KBC Season 5 has advertisement rates of Rs 2.5-3 lakh for 10 second slot. Title sponsor Airtel paid a hefty Rs 18 crore, more than Cadbury's title sponsorship for KBC at Rs 16 crore.
Response of the Audience
The format of the show is such that it touches Indians with several issues and also tries to engage them beyond the duration of the show. The show has association with 13 NGOs which work in the same field as the issue in focus for each episode. The show asks for support and donation through sms. The response from the audience has been such that for the first show, the organization Snehalya received Rs 31, 62, 128 from the viewers. An equal sum was donated by Reliance foundation which made the donation amount Rs 63, 24, 256.
Satyamev Jayate is also connecting with its audience through social networks. The official site of Satyamev Jayate engages the audience in languages such as English, Hindi, Tamil, Telegu, Malyalam, Marathi and Bengali. It also hosts videos and information from the show. In the “Speak Up” section, Satyamev Jayate invites the audience to upload video, share story, give suggestion or ask questions.
The facebook page had 8, 55, 615 likes as on May 20, 2012 and 3, 05, 635 were talking about the page. As on May 20, 2012 the most popular day was May 6, 2012 the launch date of the show. The most popular city was New Delhi and most popular age group came out as 18-24 years. The facebook page engages the audience in all conventional social media marketing offering. The “Click to Give” app allows the users to donate by clicking at range of products on junglee.com and a contest gives the users a chance to meet Aamir Khan.
Satyamev Jayate was even a hit on twitter. A report compiled by blogworks.in highlights the impact of Satyamev Jayate on twitter. The report was compiled at 3 pm on the launch date. The total tweets were 16, 770 with a total reach of 55, 36, 790 and total impressions of 1, 37, 42, 993. Of the total tweet volume, 58% were tweets and 42% were retweets. The top trends were around the show including #Satyamevjayate, Aamir Khan, #smj, Female Foeticide and Star Plus.
Satyamev Jayate is definitely proving itself to be more than a television series. It is a social campaign which started off with the issue of female foeticide. Based on the NGOs listed in its website, we can assume the upcoming issues highlighted on the show would be related to what these organizations do. Apart from being a social success, the show is also a marketing success. The show has successfully used television, internet and mobile penetration to its advantage to create an all round campaign.
The marketing effort successfully created curiosity amongst its target audience. Even Star Plus gained on its ratings despite the ongoing IPL and several other shows on different channels such as Dance India Dance – Little Masters. The marketing success of Satyamev Jayate has raised the bar for all other television launches over General Entertainment Channels.
This article has been authored by Varun Arora from LBSIM.
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