India – Meesho, an online shopping platform in India, has teamed up with Carat India to unveil the ‘Meesho Mega Blockbuster Dhamaka’ campaign on Star Plus. Rooted in the insight that shopping fosters bonds among women—both online and offline—the campaign creatively brought this concept to life through beloved Star Plus daily soap characters.
Developed and executed by Carat, the campaign unites four iconic lead characters from different Star Plus shows, portraying them as friends planning an exciting shopping spree for Meesho’s Mega Blockbuster Sale. This narrative unfolded in the MAHA Sangam episode, which premiered on the sale’s opening day.
Meesho’s campaign leveraged the cultural appeal of beloved TV protagonists to drive commerce and consumer engagement, showcasing how affordable festive shopping can be through impactful long-form content.
Commenting on the campaign, Sanchayeeta Verma, CEO at Carat India, said, “The annual festive sale is the most critical event of the year for every marketplace. For us at Carat, this was the first MBS campaign that we executed for Meesho, and it served as a litmus test. I’m deeply grateful to Meesho for trusting us to be their partners in unleashing every critical media lever to win. Kudos to our brilliant Carat team for passionately delivering a record-breaking MBS campaign.”
Simantini Ghosh, national head of entertainment specialisation at dentsu India, added, “Just when branded content on television seemed to have reached its peak, we pulled a rabbit out of the hat for our first MBS campaign by reimagining beloved TV protagonists in unexpected, fresh avatars. With a sharp focus on business objectives, we crafted compelling communication with the Star Plus protagonists, delivering impactful results. My thanks to Meesho for believing in this idea and to Star for flawless execution.”
The campaign explored innovative collaboration formats within the GEC space, resulting in cohesive storytelling. The Maha Sangam episode, central to the campaign, recorded the highest ratings among episodes aired during the collaboration week.
Meesho also reported significant success, boosting daily active users among Tier 2+ women and achieving its goal of DAU growth on the sale’s opening day. Day one saw 6.5 crore unique app visitors and 1.5 crore downloads ahead of the event.
Soumitra Choubey, director of brand marketing at Meesho, commented, “At Meesho, our goal is to create memorable and meaningful connections with our audience, especially during key events like the Mega Blockbuster Sale.”
“The collaboration with Carat India and Star Plus was a testament to the power of innovative storytelling and deep cultural resonance. By bringing beloved TV characters together for this campaign, we not only enhanced the excitement around our sale but also strengthened our commitment to making festive shopping experiences more engaging and accessible for everyone. We’re grateful for the exceptional teamwork that made this possible,” Choubey added.
