- Having been trending week over week, there is no doubt that #SharkTankIndia has been driving entrepreneurship conversations in Indian households and has gained immense popularity.
- After three months of creating non-stop buzz for the show,
Sony Entertainment Televisionin association with its digital partner, White Rivers Mediaofficially wraps the first season’s marketing campaign.
- Here’s a closer look at Shark Tank’s marketing strategy.
Starting with the registration phase, WRM reached out to the incubator community, college alumni, and co-working spaces encouraging participation in the show. Furthermore, the digital agency created exclusive social media pages, on Twitter and Instagram, to engage with the audience. It quickly gained 750K followers, and went on to become the one-stop destination for everything related to the show with its viral posts.
The pitchers will get one more chance to pitch their business in front of the Sharks, in Gateway to the Shark Tank… https://t.co/TIpZ6ikMX4— Shark Tank India (@sharktankindia) 1644408002000
WRM also executed a 100-hour countdown on social media leading to the launch of the show thereby building intrigue and urgency around the show through content that explained the format and gave a sneak peek of the ‘Sharks.’
From building the sharks through LIVE sessions to promoting the ‘pitchers’ and their unique ideas and explaining A-Z of ‘entrepreneurship’ through curated content, WRM used social media to engage with the show’s fanbase
It was only a matter of time post the launch of the show that content creators, brands, and communities were found indulging themselves in viral contexts via episodic content. #SharkTankIndia was trending week after week and everything about it, from the Sharks to their responses, became a palpable part of the popular culture. The daily average of 1M + views on Reel content and positive comments drove a massive increase in followers for SET and SonyLIV’s owned social media platforms.
“It has been an incredible experience being a catalyst in disrupting India’s TV narrative with SET’s Shark Tank India. Commonly used business-related terms turned into a regular dinner-table conversation at any average Indian household. Entrepreneurs, who were noted for their achievements among professional circles, turned into celebrated faces. These have been the team’s top marketing wins for this season.” shared Shrenik Gandhi, Chief Executive Officer and Co-Founder, White Rivers Media.
The switch from fictional drama to the real-life aspirations of change-makers has been a refreshing narrative for the Indian TV-viewing audience with the culmination of the first edition of Shark Tank India.