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COLORS GOLDEN PETAL CLUB

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What is 'COLORS GOLDEN PETAL CLUB' (CGPC) ?

Started in 2015 with Collaboration between Market Men and Colors (India's Leading Hindi Entertainment Channel), CGPC is an exclusive club started for ladies above 18 age. The event was started as a community viewing activity but has turned up to become a celebrated gathering for more than 70,000 females members across Agra, Kanpur, Lucknow, Varanasi, Dehradun, Bareilly, Moradabad, Jaunpur & Farukhabad.

The objective of CGPC is to organize interesting and exciting events for the members and keep them engaged in the club.

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03 +
Happy Years and Counting
70000 +
Membership registration with unique ID card
80 +
Successful events executed
Executive Summary

'Colors Golden Petal Club - CGPC' is a unique on ground consumer contact property initiated by Colors Hindi GEC to reach out and have a conversation with their target audiences of women in the age group of 18 to 45 across Uttar Pradesh. With the objective of engaging existing viewers & converting competition channel viewers, CGPC has been a game changer in marketing activations.

With sustained events and a multi layered activation strategy, CGPC has evolved into a massive community with more than 1 lakh members, more than 250 events in 9 locations across UP for the channel! CGPC has proved itself to be a ready platform of a captive database of audience for the channel to sample their new shows, go into the homes of the TG, host artist events and celebrate India’s festivals at the grassroots level, one on one with its core audience. Simple, Cost Effective, Brilliant.
Brief / Objective

 In the face of stiff competition, Colors expressed an interest to redeem and strengthen its market share by interacting aggressively with its viewers on ground.

 The brief was to create an on ground consumer contact property for the channel to share and promote their ongoing and upcoming serials and shows on a sustained basis.

 The core objective was to retain existing viewers & convert them into brand advocates & at the same time pull viewers from competition and hook them to Colors.

Concept

 MarketMen devised a strategy of building a women’s club, a giant community of the core TG of women in the age group of 18 to 45 to further engage them with the channel and its content and build affinity for the Colors brand.

 Thus was born the idea of ‘COLORS GOLDEN PETAL CLUB’ – a unique property to turn viewers into advocates.

 The Club was planned to host sustained events and activations for the Channel to showcase and sample new shows & create long lasting relationships with it’s viewers.

Execution / Amplification

EXECUTION: 3 Levels To Success

 Phase 1 – Door To Door capturing to database, inviting membership to CGPC. This allows the channel to ensure the members social status, gauge her economic & cultural conditions first hand.

 Phase 2 – Kitty party in the homes explaining the community membership benefits to the TG. The kitty party format allowed the channel to go directly into the viewers homes. The kitty party is an intimate setting that also allows the channel to gain a larger base of members.

Phase 3 – Outdoor Events.

 Kitty parties led to larger events that promote specific shows, allowed TG to interact with channel cast and vice versa allowed the channel to sample new shows amongst the club members. The platform is a win win situation for both – the channel as well as the members.

 The members are invited to larger outdoor events hosted to sample specific shows & content. This also allows them to make new friends, bond with similar culture ladies in their own age group and therefore build a social circle of their own. At the events, the ladies interact with the channel stars, participates in games and sample new upcoming concepts from the channel. The opportunity to interact face to face and be on the same stage with television stars is a ‘money can’t buy’ gratification that is priceless and therefore improves the member’s aspirational value amongst her social and family circle. Besides, it is an evening of entertainment and fun that gives her a much needed outing and a break from her daily schedule with no costs attached as the event is completely free and exclusively for members.

AMPLIFICATION:

 Each event held under the CGPC banner is promoted as an individual event with extensive pre event amplification to .

 SMS Blasts to members + Newspaper Inserts + Social media marketing + posters & banners + Radio promos all come together to ensure audience attendance of anywhere between a minimum of 2000 women to a maximum participation till date of 7000 audience at a single event.

Results / Scale

Colors Golden Petal Club is a massive success and has already crossed a membership base of 1 lakh+ women only in Uttar Pradesh. We have conducted over 2 lakh door to door introductions, held over 5,000 kitty parties and conducted more than 200 on ground events across 9 cities of Lucknow, Kanpur, Varanasi, Agra, Muradabad, Bareli, Jaunpur, Farukabad and Dehradun.

The client has sanctioned one more year of events with a focus now on expanding the member base substantially and covering more states to take the program to a much wider and larger audience.
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