Mumbai: Star Bharat has announced the launch of its latest show “Swaymavar: Mika Di Vohti,” which aims to find a perfect life partner for singer Mika Singh. With this show, the channel hopes to target all age group across the country and attract brands from different categories with its 360-marketing campaign.

In a conversation with IndianTelevision.com, Disney Star head-network entertainment channels Kevin Vaz talks about the ideation journey and marketing strategy for the show, as well as Star Bharat’s plans for the future.

The forthcoming show is going to be on air five days a week, but the channel is yet to reveal the release date or time slot for it.”‘Swaymavar Mika Di Vohti’ is produced by SOL and is going to be one of the biggest on-screen Swayamavars ever,” Vaz asserts.

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“Swaymavar: Mika Di Vohti” is themed on entertainment and love, and Star Bharat is gearing up to expand its audience base beyond its regular market i.e. Delhi, Punjab, and Madhya Pradesh.

“Mika Di Vohit is going to be a family show and our target is to expand our audience base beyond the Hindi speaking markets,” Vaz tells.

The upcoming show is an addition to their content revamp which aims to bring in variety on Star Bharat. The revamp started back in 2021 and the process is still on. Last month the channel launched “Woh Toh Hai Albela”- a show already creating a buzz in the market. The channel is also planning to launch “Gud Se Meetha Ishq” and “Kall Bhairav” in the coming months. Vaz shares that they have some more shows in the pipeline which will add value to its bouquet of content. 

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On being asked how it is going to be different from the other on-screen Swayamvars that we have witnessed over the last few years, Vaz says that one thing which makes Star Bharat and its shows unique is their background research. “Before bringing any new property on board, we make sure that we research to understand what the audience is looking for. Right now after a long halt on TV production due to Covid-19 and lockdowns, people are eagerly looking for happy and positive entertainment. We believe that there could be no better time to launch Mika Di Vohti than this,” he adds.

Sharing why he believes that this particular show will help Star Bharat to expand its audience base, he explains, “Marriage in India is seen as a very pure as well as a huge event. At the same time, Mika has a huge fan base not just in Hindi speaking market or in India but all across the world. “We firmly believe that his popularity and our strategies will do wonders together. Mika Di Vohit will not only make Indian consumers invest emotionally in the show but will also give them a perfect entertainment package which they always look forward to,” Vaz tells.

When asked what categories of advertisers are on board for the show, Vaz says that they do not have any brand on board yet. “However, we are pretty sure that right after today’s launch, we will get a great response from all categories.”

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The show is just launched so it will be a little too early in the process to have advertisers on board. Right now, we do not have even a single advertiser but I am observing a positive response from the industry and expecting to get a variety of brands for this family reality show,” he elucidates. 

As the registration for Mika Di Vohti has begun, we are receiving a promising response from the participants too. Star Bharat is quite confident about its ideation for the upcoming Swayamavar. The idea has immense potential to reach masses and no brand would want to leave this golden opportunity to associate with consumers, he adds further. 

Furthermore, he also opens up about the marketing strategy for this upcoming show. The channel will take a 360 route to use most of the marketing channels simultaneously. 

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The channel also aims to make #MikaDiVohti one of the most popular hashtags in the upcoming days. For this they’re planning to invest heavily in digital marketing supported by out-of-home and offline marketing.