Star Plus Icons Unite for Meesho's Blockbuster Sale Campaign

Meesho and Carat India have taken festive season marketing to a new level by teaming up with Star Plus to deliver the ‘Meesho Mega Blockbuster Dhamaka’ campaign. For the first time ever, four popular TV characters—Savi, Abhira, Sayli, and Jhanak—came together in a unique Maha Sangam episode, blending the excitement of festive shopping with the drama and camaraderie of daily soaps.

The campaign tapped into the insight that women bond over shopping, creating relatable and engaging storytelling around Meesho’s Mega Blockbuster Sale (MBS). The integration episode aired on the sale’s opening day and showcased the leading ladies planning a fun-filled shopping spree. It became an instant hit, achieving the highest episode ratings for that week.

The campaign demonstrated the influence of beloved TV characters in connecting with audiences. By combining their cultural resonance with Meesho's messaging, the campaign successfully engaged viewers across Tier 2+ cities, resulting in a significant surge in Daily Active Users (DAU). On day one alone, Meesho attracted an impressive 6.5 crore unique visitors and recorded 1.5 crore app downloads, highlighting its growing reach.

Sanchayeeta Verma, CEO of Carat India, described the campaign as a record-breaking success, thanking Meesho for trusting Carat to execute its first MBS campaign. Verma emphasized the critical importance of festive sales for marketplaces, crediting her team for unleashing every media lever to achieve the campaign’s goals.

Adding to this, Simantini Ghosh, National Head - Entertainment Specialisation at dentsu India, shared how the collaboration redefined branded content on television, using Star Plus characters in fresh, unexpected roles to captivate audiences. The campaign bridged storytelling with business objectives, proving that long-form branded content remains a powerful tool for engaging consumers.

Meesho’s Director of Brand Marketing, Soumitra Choubey, expressed pride in the innovative storytelling approach. By leveraging cultural touchpoints and making festive shopping accessible, the campaign resonated deeply with audiences. It showcased how Meesho helps light up celebrations in an affordable yet exciting way.