Candid Marketing has been mandated to manage the on-ground promotional campaign surrounding the change in the storyline for the television show, Balika Vadhu running on Colors. The two-day mall activation was held across five cities selected by the channel.
Commenting on the activity, Devika Sharma, Vice President, Candid Marketing, said, "The plot of the show was fast forwarding by five years, and the lead character of the show-- Anandi was transforming from a child to a young woman. The channel wanted us to promote this transition through on-ground promotions, which was supported by on-air promos."
Mall activations were organised in the cities of Jaipur, Lucknow, Indore, Nagpur and Ahmedabad to maximise the impact of the communication. The agency had organised interactive games like rangoli creation for the audience at the malls and ran contests to engage audiences and tell them about the change in story line.
"Interestingly, along with the primary TG comprising of women, men also participated in the contest. Across the five cities, we had a cumulative reach of over 30,000 people over the two days of the activity," Sharma added.
It is understood that Candid Marketing has also been mandated to handle the upcoming on-ground promotions for the channel's show 'India's Got Talent'. The activities, again spread across various cities and multiple touchpoints, will begin from the following weekend.