SUMMER INTERNSHIP REPORT ON

Social Media Marketing Strategy for Entertainment Channel –

Shemaroo Marathibana
Submitted in partial fulfilment for the award of the degree of

MASTER OF MANAGEMENT STUDIES

MARKETING

UNIVERSITY OF MUMBAI

Submitted by MR. SHUBHAM ARVIND BOTRE

ROLL NO: M-13108

2022-2024

Under The Guidance of

Dr. Girish Jadhav

DES’S NAVINCHANDRA MEHTA INSTITUTE OF TECHNOLOGY AND

DEVELOPMENT, MUMBAI – 400028

CERTIFICATE
 This is to certify that the summer internship report titled “Social Media Marketing
Strategy for Entertainment Channel - Shemaroo Marathibana” submitted in partial
fulfilment for MMS Degree Examination by Mr. Shubham Arvind Botre is a record
of Research work carried out by the student during the period from Date 8th May 2023
to 7th July 2023 under my guidance, and has been found satisfactory. This project work
is original and not submitted earlier for the award of any degree, diploma or
associateship of any other University/Institute.

Date:
COLLEGE STAMP HERE

--------------------------- ---------------------------

Dr. Anita Bobade Dr. Girish Jadhav

I/C DIRECTOR PROJECT GUIDE

__________________________

EXTERNAL EXAMINER

CERTIFICATE BY THE ORGANIZATION

DECLARATION
I hereby declare that this project report submitted by me to the partial fulfilment of
the requirement for the award of MASTER OF MANAGEMENT STUDIES
(MMS) of the University of Mumbai is a bonafide work undertaken by me and it is
not submitted to any other University for the award of any degree, diploma/certificate
or published any time before.

Name: Shubham Arvind Botre Signature of the student

Roll No.: M-13108

 ACKNOWLEDGEMENT

This project has been a great learning experience for me. I take this opportunity to thank
Dr. Girish Jadhav my internal project guide whose valuable guidance & suggestions
made this project possible. I am extremely thankful to him for his support. He has
encouraged me and channelized my enthusiasm effectively.
I express my heart-felt gratitude towards my parents, siblings and all those friends who
have willingly and with utmost commitment helped me during my project work.

I also express my profound gratitude to Dr. Anita Bobade, I/C Director of DES’s
Navinchandra Mehta Institute of Technology and Development for giving me the
opportunity to work on the project and broaden my knowledge and experience.

I would like to thank all the professors and the staff of DES’s NMITD especially the
library staff who were very helpful in providing books and articles I needed for my
project.

I also express my profound gratitude to Mr. Udayan Sikdar, Sr. Manager Social
Media at Shemaroo Entertainment Ltd. for giving me the opportunity to do the
internship in his esteem organisation and broaden my knowledge and experience and
also guiding for my project.

Last but not the least, I am thankful to all those who indirectly extended their co-
operation and invaluable support to me.
 INDEX
Chapter Description Page
No. No.
1 EXECUTIVE SUMMARY 1-2

2 INTRODUCTION OF COMPANY 4-5

3 HISTORY OF ORGANISATION AND CHANNEL 6-8

4 POLICIES 9-10

5 LIST OF SHEMAROO MARATHIBANA SHOWS 11-13

6 PROJECT SCOPE AND OBJECTIVES 14-16

7 NEED OF THE STUDIES 17-19

8 COMPETITORS ANALYSIS 20-22

9 SOCIAL MEDIA MARKETING STRATEGY 23-28

10 SEGMENTATION, TARGETING AND POSITIONING 29-32

11 4P’S SOCIAL MEDIA STRATEGY 33-38

12 APPS AND SOFTWARES USED FOR SOCIAL MEDIA 39-41

MARKETING

RECCOMENDATIONS AND SUGGESTIONS

CONCLUSION

WEBILOGRAPHY
 1. EXECUTIVE SUMMARY
Shemaroo Entertainment: A 60-Year Journey of Bringing Indian Entertainment to the World
From humble beginnings as a book-circulating library to a leading media and entertainment
powerhouse, Shemaroo Entertainment's story is one of innovation, adaptation, and a deep-
rooted passion for delivering captivating content to diverse audiences. Spanning over six
decades, the company has evolved through various media formats, always keeping its finger
on the pulse of changing consumer preferences.

A Look Back:
• 1962: It all started with Buddhichand Maroo, who founded Shemaroo as a book-
circulating library in Mumbai. Little did he know this small step would lead to a vast
entertainment empire.
• 1979: Embracing the burgeoning video wave, Shemaroo established India's first video
rental business, catapulting them to the forefront of home entertainment.
• 1980s-90s: Shemaroo became a pioneer in acquiring and distributing iconic
Bollywood films and regional cinema, building a rich content library spanning across
multiple languages.
• 2000s: Adapting to the digital age, Shemaroo ventured into DVD distribution, satellite
channels like Shemaroo TV and Shemaroo MarathiBana, and early digital ventures
like ShemarooMe.
• 2010s-Present: Embracing the streaming revolution, ShemarooMe evolved into a
robust OTT platform offering Bollywood movies, TV shows, devotional content, kids'
entertainment, and more.

Beyond Numbers:
• Shemaroo is much more than just numbers and statistics.
• It's about A Diverse Content Library: With over 7000 hours of content across Hindi,
Marathi, Gujarati, Punjabi, and other regional languages, Shemaroo caters to a wide
range of audiences and tastes. From classic Bollywood hits to devotional hymns,
regional blockbusters to children's animation, there's something for everyone.
• Reaching Global Shores: Today, Shemaroo's content reaches over 150 countries,
connecting Indian diaspora communities and introducing international audiences to
the vibrant tapestry of Indian entertainment.
• Content Creation & Aggregation: Shemaroo isn't just a distributor; it actively creates
original content, including short films, web series, and devotional programs, further
enriching its diverse offering.

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 • Technology Focus: From early adoption of video formats to embracing digital
platforms, Shemaroo has always been at the forefront of technological advancements,
ensuring seamless delivery of content across various devices.
• Social Responsibility: Through dedicated channels like Shemaroo TV Bhakti and
Shemaroo TV Gujarati, the company promotes traditional values and cultural
awareness, contributing to a positive social impact.

What Lies Ahead:

As the media landscape continues to evolve, Shemaroo is poised for future growth with its:
• Focus on Mobile: Recognizing the dominance of mobile viewing, Shemaroo is further
optimizing its content and platform for on-the-go consumption.
• Localization Strategy: Expanding its regional content offerings and catering to niche
demographics through dedicated channels and targeted content creation.
• Leveraging AI & Data: Utilizing data analytics and AI to personalize user experiences
and recommend content tailored to individual preferences.
• Collaborations & Partnerships: Forming strategic partnerships with production
houses, content creators, and other platforms to diversify offerings and reach new
audiences.

Shemaroo Entertainment's journey is a testament to its ability to adapt, innovate, and

consistently deliver compelling content that touches the hearts of millions. With its rich
legacy, diverse offerings, and future-oriented vision, Shemaroo is well-positioned to continue
bringing the magic of Indian entertainment to the world, one captivating story at a time.

2
3
 2. INTRODUCTION

Entertaining the Marathi Audience: Shemaroo MarathiBana's Grand Launch in 2020.

In the vibrant landscape of Indian television, a new star emerged in 2020 – Shemaroo
MarathiBana. This dynamic channel, launched by the renowned media giant Shemaroo
Entertainment, promised to captivate the hearts of Marathi viewers with a diverse buffet of
entertainment. Stepping beyond the typical Bollywood fare, Shemaroo MarathiBana carved a
niche for itself, celebrating the rich culture and captivating stories of Maharashtra.

Born with Entertainment in its DNA:

Shemaroo Entertainment, established in 1962, has a legacy of delivering quality
entertainment across generations. With experience in film distribution, music production, and
digital media, Shemaroo's foray into Marathi television was a natural progression.
Recognizing the growing appetite for regional content, Shemaroo MarathiBana was born on
January 11, 2020, poised to fill the void for high-quality entertainment in the Marathi
language.

A Cinematic Feast for Marathi Movie Lovers:

At its core, Shemaroo MarathiBana is a haven for movie enthusiasts. The channel boasts a
vast library of Marathi films, catering to diverse tastes. From heart-warming family dramas
like Aapla Manus to adrenaline-pumping action thrillers like Thackeray, the channel keeps
viewers glued to their screens. Every Sunday, movie buffs can experience the joy of a
blockbuster premiere, while a monthly dose of world television premieres ensures fresh and
exciting content.

Beyond the Big Screen: A Spectrum of Entertainment:

While movies take center stage, Shemaroo MarathiBana offers a much wider canvas. The
channel caters to diverse interests with engaging drama shows, heartwarming religious
programs, and captivating serials. Each program is carefully curated to resonate with the
cultural sensibilities of the Marathi audience, offering relatable stories and characters that
draw viewers in.

The Language of Home: Connecting with the Marathi Spirit:

More than just entertainment, Shemaroo MarathiBana aims to connect with the Marathi spirit.
The channel's tagline, "Assal Filmi", translates to "Made for Entertainment," perfectly
capturing its essence. By showcasing stories that touch upon the joys and struggles of
everyday life, the channel celebrates the unique spirit of Maharashtra, fostering a sense of
community and belonging amongst its viewers.

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Technical Brilliance:
Shemaroo MarathiBana understands the importance of high-quality production. The channel
utilizes cutting-edge technology to deliver a visually stunning experience. Crisp picture
quality, clear sound, and engaging visuals complement the compelling content, ensuring an
immersive viewing experience for audiences.

Reaching Audiences Everywhere:

In today's digital age, accessibility is key. Shemaroo MarathiBana is available on all major
DTH platforms, ensuring viewers can access their favorite content easily. Additionally, the
channel's online presence through its website and social media platforms keeps fans engaged
and informed, fostering a close-knit community of Marathi entertainment enthusiasts.

A Bright Future Beckons:

Since its launch, Shemaroo MarathiBana has carved a loyal fan base, establishing itself as a
leading entertainment destination for Marathi audiences. With its commitment to high-quality
content, diverse programming, and cutting-edge technology, the channel is poised for
continued success. As it embarks on its journey, Shemaroo MarathiBana promises to keep
audiences entertained, informed, and connected to the heart and soul of Maharashtra.

Shemaroo MarathiBana's launch, content offerings, and impact on the Marathi television
landscape. I hope it captures the essence of this dynamic channel and its dedication to
delivering genuine entertainment to its viewers.

5
 3. HISTORY OF THE ORGANIZATION
AND ORGANISATIONAL BACKGROUND

Tracing the Roots of Entertainment: A Deep Dive into Shemaroo MarathiBana's History and
Organizational Background

In the vibrant tapestry of Indian television, where regional voices are increasingly claiming
their rightful space, Shemaroo MarathiBana stands as a testament to the power of local
storytelling. Launched in 2020 by the established media giant Shemaroo Entertainment, this
Marathi-language channel has carved a unique niche for itself, offering a treasure trove of
entertainment beyond the confines of Bollywood. To truly understand this dynamic platform,
we must delve into its rich history and the organizational background that fuels its success.

A Legacy of Entertainment Excellence:

The story of Shemaroo MarathiBana begins with the birth of Shemaroo Entertainment in
1962. Founded by Thakurdas Gopaljee Shemaroo, the company began its journey as a film
distribution house in Mumbai, quickly establishing itself as a pioneer in the industry. Over
the decades, Shemaroo adroitly adapted to the changing media landscape, expanding its reach
across film production, music distribution, and digital media. It was this innate understanding
of entertainment and audience preferences that paved the way for Shemaroo MarathiBana's
genesis.

Recognizing the Power of Regional Content:

As the demand for regional content soared in India, Shemaroo identified a gap in the Marathi
television market. While established channels primarily focused on Hindi programming,
Marathi viewers craved a platform that mirrored their own culture and stories. Thus, in 2020,
Shemaroo MarathiBana was born, marking a significant milestone in the company's evolution
and a bold step towards catering to a diverse audience.

Building a Robust Organizational Structure:

Behind the vibrant programming of Shemaroo MarathiBana lies a strong organizational
foundation. The channel operates under the aegis of Shemaroo Entertainment, leveraging its
vast experience and resources. A dedicated team of Marathi programming and production
professionals’ curates content, ensuring cultural authenticity and high-quality production.
This skilled team, working in tandem with marketing and distribution experts, ensures
Shemaroo MarathiBana reaches its target audience across platforms.

6
A Content Buffet for Every Taste:
At the heart of Shemaroo MarathiBana's success lies its diverse content offerings. The
channel's programming goes beyond the typical movie marathon, catering to a wider
audience with engaging shows across various genres. Here's a glimpse into the delectable
content buffet:
• Marathi Movie Nirvana: The channel boasts a vast library of Marathi films, ranging
from recent blockbusters like "Aapla Manus" and "Thackeray" to timeless classics.
Regular premieres, both theatrical and world television premieres, keep viewers on
the edge of their seats.
• Beyond the Big Screen: Drama takes center stage with captivating shows exploring
social issues, family dynamics, and heartwarming human stories. Popular programs
like "Sau. Patap Mansi Supekar" and "Jogeshwaricha Pati Bhairavnath" have garnered
loyal fan bases.
• A Spiritual Haven: For those seeking solace and devotion, Shemaroo MarathiBana
offers a variety of religious programs. Inspiring discourses, devotional bhajans, and
mythological sagas cater to the spiritual needs of many viewers.
• Serial Delights: Compelling daily serials add another dimension to the channel's
programming. These shows, tackling relatable themes with local flavor, keep
audiences hooked with their ongoing narratives.

Connecting with the Marathi Spirit:

Shemaroo MarathiBana's success transcends mere entertainment. The channel strives to
connect with the essence of Marathi culture and resonate with the spirit of its viewers. Its
tagline, "Assal Filmi" (translated to "Made for Entertainment"), reflects its commitment to
delivering authentic and engaging content that reflects the Marathi way of life. The channel's
programming showcases stories that celebrate family values, tradition, and the unique
warmth of the Marathi community, fostering a sense of belonging and shared identity among
its viewers.

Embracing Technology for Enhanced Viewing:

In today's digital age, accessibility is paramount. Shemaroo MarathiBana is available on all
major DTH platforms, ensuring viewers can access their favorite content seamlessly.
Additionally, the channel leverages its online presence through its website and social media
platforms. These platforms not only offer program information and exclusive content but also
create a vibrant community where viewers can engage with each other and the channel team.

7
A Blossoming Future:
Since its launch, Shemaroo MarathiBana has witnessed remarkable growth, earning the
loyalty of Marathi audiences across generations. Its commitment to high-quality content,
diverse programming, and cultural authenticity has cemented its position as a leading
entertainment destination. As the channel continues to evolve, it promises to keep viewers
entertained, informed, and connected to the very heart of Maharashtra.
This deep dive into Shemaroo MarathiBana's history and organizational background sheds
light on the factors that contribute to its success.

8
 4. POLICY OF SHEMAROO MARATHIBANA

Shemaroo MarathiBana, like any television channel, adheres to various policies and
regulations surrounding content broadcasting, copyright, and consumer protection. While a
comprehensive document outlining all policies might not be readily available to the public,
here's a breakdown of some key areas covered:

Content Policy:
• Compliance with Indian Law: All programming broadcast on Shemaroo MarathiBana
must comply with relevant Indian laws, including the Cinematograph Act, 1955,
Cable Television Networks (Regulation) Act, 1995, and Information Technology Act,
2000. This ensures content doesn't violate obscenity, hate speech, or national security
guidelines.
• Age-appropriate Content: Programming is categorized and aired according to age
suitability, using ratings like U (universal), U/A (parental guidance), A (adults only)
to guide viewers.
• Cultural Sensitivity: The channel strives to be sensitive to cultural and religious
sentiments, avoiding content that may be deemed offensive or disrespectful to any
community.
• Ethical Representation: Representation of gender, caste, and other identity groups
should be fair and avoid perpetuating stereotypes or discrimination.

Copyright Policy:
• Rights Acquisition: Shemaroo MarathiBana must secure the necessary rights from
producers, actors, and music owners for any content broadcast on the channel. This
includes films, serials, dramas, and musical shows.
• Anti-Piracy Measures: The channel takes steps to prevent unauthorized broadcast or
distribution of its content, including through copyright protection mechanisms and
collaboration with regulatory bodies.

Consumer Protection:
• Transparency and Accuracy: Information about programs, schedules, and channel
policies should be readily available and accurate.
• Grievance Redressal: Viewers have the right to raise complaints about any content or
service related to the channel. Shemaroo MarathiBana should have a well-defined
grievance redressal mechanism to address concerns promptly and fairly.

9
 • Privacy Protection: Viewer privacy should be respected, and personal information
collected through various channels should be used only for legitimate purposes and in
accordance with data protection laws.

These are just some of the key areas covered by Shemaroo MarathiBana's policies.
Remember, these policies are subject to change and should not be considered a definitive
legal document. Always refer to official sources for the latest information.

10
 5. LIST OF SHEMAROO MARATHIBANA SHOWS

Sai Majhe Taranhaar

Jogeshwaricha Pati Bhairavnath

11
Sau Pratap Mansi Supekar

Sundar Aamche Ghar

12
Shrimantagharchi Soon

Ramayana (Marathi)

13
 6. PROJECT SCOPE AND OBJECTIVES

In the vibrant realm of Marathi entertainment, Shemaroo MarathiBana has emerged as a

leading platform, captivate audiences with its diverse film, serial, and devotional content.
However, in today's digital age, success transcends television screens. This project proposes a
comprehensive review and optimization of Shemaroo MarathiBana's social media strategy,
with a focus on crafting engaging content that drives audience interaction and brand loyalty.

Project Scope:
This project will encompass a thorough analysis of Shemaroo MarathiBana's social media
presence across key platforms like Facebook, Twitter, Instagram, and YouTube. It will delve
into:
• Current Content Mix: Analyzing the types of content currently posted, including
trailers, snippets, behind-the-scenes glimpses, and promotional material.
• Engagement Strategies: Evaluating existing methods for audience interaction, like
polls, quizzes, Q&A sessions, and live video interactions.
• Platform-Specific Practices: Understanding the distinct strategies employed on each
platform to cater to individual audience preferences and content consumption
patterns.
• Influencer Collaborations: Assessing the impact of existing partnerships with Marathi
personalities and social media influencers.
• Paid Advertising Strategies: Evaluating the effectiveness of current paid advertising
campaigns across various platforms.

Project Objectives:
Based on the comprehensive analysis, the project will formulate actionable recommendations
to optimize Shemaroo MarathiBana's social media strategy:

Objective 1: Enhance Audience Engagement:

• Develop a content calendar: Create a diverse schedule incorporating interactive
formats like quizzes, polls, contests, and Q&A sessions with actors and directors.
• Leverage trending topics: Participate in relevant conversations and challenges on
social media, incorporating Marathi humor and cultural references.
• Utilize live video features: Host live interviews, behind-the-scenes tours, and
interactive watch parties to foster real-time engagement.
• Encourage user-generated content: Invite fan art, cosplay photos, and creative video
recreations of show scenes with attractive rewards.

14
 • Respond to comments and messages promptly: Build a sense of community by
actively interacting with viewers and addressing their queries.

Objective 2: Maximize Platform Utilization:

• Tailor content for each platform: Optimize formats and posting times for Facebook,
Twitter, Instagram, and YouTube, taking into account platform-specific
functionalities and audience expectations.
• Integrate short-form video platforms: Create engaging Reels and short videos on
Instagram and other platforms, capitalizing on catchy dialogues, funny moments, and
behind-the-scenes snippets from movies and serials.
• Explore live streaming opportunities: Utilize platforms like YouTube Live and
Facebook Live for exclusive content like virtual premieres, live concerts with channel
artists, and interactive game shows.
• Leverage platform analytics: Utilize the insights provided by each platform to
understand audience preferences, content performance, and engagement metrics.

Objective 3: Strengthen Influencer Collaborations:

• Identify strategic partnerships: Collaborate with relevant Marathi influencers who
resonate with the channel's target audience and align with its brand values.
• Develop joint content campaigns: Organize co-hosted live sessions, sponsored posts,
and influencer-led reviews and recommendations.
• Utilize influencer reach: Encourage influencers to promote show premieres, special
events, and contest announcements to broaden reach and attract new viewers.
• Incorporate influencer feedback: Integrate their insights into content formats,
platform-specific strategies, and overall social media messaging.

Objective 4: Optimize Paid Advertising Strategies:

• Target specific demographics and interests: Utilize the advanced targeting options on
each platform to reach viewers aligned with the channel's content offerings.
• A/B test different ad formats and creatives: Analyze the performance of various ad
types, like video ads, carousel ads, and story ads, to identify the most effective
formats for each platform.
• Track campaign performance: Monitor key metrics like reach, engagement, website
traffic, and conversions to understand the return on investment and optimize
campaigns for better results.

15
 • Retarget viewers who interacted with past content: Leverage retargeting options to re-
engage viewers who showed interest in previous campaigns or visited the Shemaroo
MarathiBana website.

Timeline and Deliverables:

This project is estimated to be completed within a timeframe of 30 days.

• Executive Summary: A concise overview of the project's key findings and

recommendations.
• Current Social Media Landscape: A detailed analysis of Shemaroo MarathiBana's
existing social media presence across platforms.
• Engagement Strategies and Performance: An evaluation of the effectiveness of current
engagement tactics and audience metrics.
• Platform-Specific Recommendations: Tailored suggestions for optimizing content
formats, posting schedules, and engagement strategies for each platform within
Shemaroo MarathiBana's social media mix.

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 7. NEED OF THE STUDY

Shemaroo MarathiBana, a rising star in the vibrant realm of Marathi entertainment, has
captivated audiences with its diverse film library, captivating serials, and devotional
programs. Yet, in today's digital age, mere television presence isn't enough. This is where a
strong social media strategy comes into play, acting as the crucial bridge between the channel
and its viewers.

Studying Shemaroo MarathiBana's social media approach becomes imperative for several
compelling reasons:
1. Navigating a Competitive Landscape:
With Zee Marathi, Star Pravah, Sony Marathi, and others aggressively wielding social media
as their weapon, understanding Shemaroo MarathiBana's tactics and successes can unlock
unique differentiators and propel them to the forefront. Analyzing engagement strategies,
platform-specific content optimization, and collaboration techniques will illuminate new
avenues for attracting and retaining viewers, ultimately translating to increased viewership
and brand loyalty.

2. Unlocking Growth Potential:

Beyond simply staying competitive, the study offers significant growth potential. Dissecting
effective engagement strategies like quizzes, polls, Q&A sessions, live video interactions
with actors, special moment highlights, and festival/birthday wishes can provide vital insights
into viewer preferences and expectations. This knowledge can then be used to tailor content
and engagement strategies for maximum impact, ensuring Shemaroo MarathiBana resonates
with its viewers and stays relevant in the dynamic digital landscape.

3. Understanding the Marathi Digital Pulse:

By analyzing engagement metrics and viewer responses, the study can uncover valuable
insights into the preferences and expectations of Marathi audiences on social media. This
knowledge is akin to understanding the Marathi digital pulse, offering invaluable guidance on
content themes, formats, and communication styles that resonate with the target audience.
This information can then be used to tailor content and engagement strategies, ensuring
Shemaroo MarathiBana speaks the language that its viewers understand and appreciate.

4. Identifying Emerging Trends:

The digital landscape is constantly evolving, and new platforms and content formats emerge
regularly. Studying Shemaroo MarathiBana's approach can help identify and capitalize on
upcoming trends, ensuring their online presence remains relevant and engaging. Analyzing

17
their utilization of Instagram Reels, TikTok, MX TakaTak, and other short-form video
platforms for reaching younger audiences and generating buzz can provide vital insights into
future-proofing their online strategy.

Key Areas of Focus:

The study should delve into:

1. Content Mix and Engagement Strategies:

• Analyze the types of content posted, including promotional material, behind-the-
scenes glimpses, actor interactions, and user-generated content.
• Assess the effectiveness of engagement tactics like quizzes, polls, Q&A sessions, live
video interactions, festival and birthday wishes, and special moment highlights.
• Compare and contrast content approaches on different platforms, taking into account
platform-specific audience preferences and functionalities.

2. Platform-Specific Optimization:
• Evaluate the channel's utilization of Facebook features like stories, groups, events,
and Instagram features like Reels, IGTV, and live video.
• Analyze posting schedules and content formats tailored to each platform, identifying
factors that contribute to higher engagement and reach.
• Assess the effectiveness of utilizing short-form video platforms like TikTok or MX
TakaTak for reaching younger audiences and generating buzz.

3. Influencer Collaborations:
• Identify the types of collaborations Shemaroo MarathiBana undertakes with actors,
musicians, comedians, and other Marathi influencers.
• Analyze the nature of co-created content, sponsored posts, and influencer-led
promotions, evaluating their impact on brand awareness and audience engagement.
• Compare influencer partnerships with those employed by other Marathi channels,
identifying potential areas for collaboration and leveraging untapped influencer pools.

4. Paid Advertising Strategies:

• Assess the utilization of paid advertising on platforms like Facebook Ads and
Instagram Ads, analyzing targeting parameters, ad formats, and budget allocation.
• Evaluate the effectiveness of different ad campaigns in terms of reach, engagement,
website traffic, and ultimately, channel viewership.

18
 • Compare paid advertising strategies with those of other Marathi channels to identify
best practices and potential areas for improvement.

5. Data Analysis and Measurement:

• Analyze the tools and metrics used by Shemaroo MarathiBana to track social media
performance, including likes, shares, comments, reach, and website traffic.
• Evaluate the effectiveness of their reporting and analysis methods in terms of
actionable insights and decision-making support.
• Compare the channel's performance metrics with industry benchmarks and those of
other Marathi channels to identify areas for improvement and competitive advantage.

Study Benefits:
• Unlock growth: Discover effective engagement strategies to attract and retain
viewers, boosting viewership and loyalty.
• Stay competitive: Understand rivals' tactics and identify unique differentiators to
stand out in the crowded Marathi digital space.
• Know your audience: Uncover Marathi viewers' preferences and expectations for
personalized content and communication.
• Ride the trend wave: Identify and capitalize on emerging platform features and
content formats, keeping your online presence fresh and relevant.
• Optimize across platforms: Tailor content and engagement strategies for each
platform (Facebook, Instagram, etc.) based on viewer behavior and platform
functionalities.
• Gain a data-driven edge: Analyze performance metrics and compare with competitors
to refine strategies and maximize impact.

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 8. COMPETITORS ANALYSIS

In the dynamic landscape of Marathi television, the competition among channels extends
beyond traditional viewership ratings to an active presence in the digital realm. Social media
platforms have become crucial battlegrounds for engaging with audiences and promoting
content. Among the notable players, Zee Marathi has maintained a stronghold with its long-
standing leadership in TRP and innovative social media strategies. However, competitors like
Star Pravah, Colors Marathi, Sony Marathi, Sun Marathi, and Zee Talkies are not far behind,
leveraging social media to connect with their audiences and gain a competitive edge.

Zee Marathi:

Zee Marathi has been a frontrunner in the Marathi television industry for more than two
decades, establishing a strong presence in the social media sphere. Renowned for its
compelling content and strong leadership in TRP ratings till 2020, Zee Marathi has
successfully created content buckets that resonate with viewers' memories. Their strategy
involves collaboration with various Marathi influencers, allowing them to maintain a robust
social media presence and effectively promote both their shows and the channel.

By engaging with influencers, Zee Marathi taps into the already-established follower base of
these individuals, expanding its reach and connecting with diverse audience segments. The
channel's adept use of social media platforms ensures that viewers are not only informed
about upcoming shows but also emotionally connected through nostalgic content and
interactive campaigns.

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Star Pravah:

Amidst the challenges posed by the COVID-19 pandemic, Star Pravah emerged as the
number one Marathi channel in Maharashtra and Goa in terms of TRP. Leveraging this
success, Star Pravah strategically amplified its social media presence. The channel actively
engages in various social media activities to attract viewers, offering a viable alternative to its
competitors.

Star Pravah cleverly utilizes social media to target Zee Marathi's viewership by creating
content that resonates with the preferences of the depressed audience. Through innovative
campaigns, promotions, and captivating snippets of their popular shows, Star Pravah aims to
draw viewers away from the competition and establish itself as a preferred choice in the
Marathi entertainment landscape.

Colors Marathi, Sony Marathi, Sun Marathi, and Zee Talkies:

Colors Marathi, Sony Marathi, Sun Marathi, and Zee Talkies are also active players in the
Marathi television scene, each with its unique content and audience engagement strategies.
These channels have recognized the significance of social media and have adapted their
approach to stay relevant in the digital age.

Colors Marathi, for instance, creates a diverse range of content and campaigns to connect
with its audience on social media platforms. Sony Marathi focuses on building a community
of viewers through interactive content and discussions. Sun Marathi uses its social media
presence to complement its on-screen programming and engage with viewers through
contests and behind-the-scenes glimpses.

21
Zee Talkies, being a movie channel, leverages social media to promote its film lineup,
interact with cinephiles, and create buzz around upcoming releases. By tapping into the
popularity of Marathi cinema, Zee Talkies ensures a continuous conversation with its
audience on various digital platforms.

In the ever-evolving landscape of Marathi television, the competition goes beyond traditional
TV ratings. Channels like Zee Marathi, Star Pravah, Colors Marathi, Sony Marathi, Sun
Marathi, and Zee Talkies recognize the significance of a robust social media presence. Their
strategies, ranging from influencer collaborations to targeted campaigns, showcase a
commitment to connecting with viewers in the digital realm. As these channels continue to
innovate, the Marathi television audience can expect a dynamic and engaging experience
both on and off the screen.

Social Media Presence of Competitors (February 2024):

TV Channel Facebook Instagram Followers X (Twitter)

Followers Followers

Zee Marathi 6,900,000 2,300,000 2,40,000

Colors Marathi 3,600,000 5,78,000 63,400

Star Pravah 1,900,000 6,47,000 43,800

Sony Marathi 1,400,000 3,15,000 7,800

Sun Marathi 78,000 34,300 600

Zee Talkies 2,300,000 6,51,000 56,900

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 9. SOCIAL MEDIA MARKETING STRATEGY
FOR SHEMAROO MARATHIBANA

During my summer internship with Shemaroo MarathiBana, I collaborated with my seniors

and team to develop and implement an effective social media marketing strategy. Our goal
was to enhance engagement, promote content, and establish a vibrant online presence across
platforms, with a particular focus on Instagram and Facebook.

Let's delve deeper into some key aspects:

1. Engagement-Oriented Social Media Posts:

The engagement-oriented social media posts played a pivotal role in fostering a deeper
connection between Shemaroo MarathiBana and its audience. These posts were carefully
crafted to resonate with the preferences and interests of the Marathi-speaking viewers.
Quizzes, polls, and Q&A sessions were meticulously designed to not only entertain but also
educate the audience about the channel's content and upcoming shows.

Quizzes: The quizzes were designed to test the audience's knowledge about iconic Marathi
movies, historical events, and popular characters featured on the channel. By incorporating
elements of nostalgia and entertainment, these quizzes became a source of shared
experiences, bringing together fans and creating a sense of community.

Polls: Utilizing polls allowed Shemaroo MarathiBana to gather insights into viewer
preferences. This engagement tactic was particularly effective in gauging interest in
upcoming shows, potential collaborations, and even feedback on current programming. The
audience felt empowered by contributing to decisions, thereby enhancing their sense of
ownership in the channel.

Q&A Sessions: Hosting Q&A sessions with actors and behind-the-scenes personnel provided
an intimate look into the workings of the channel. This transparency not only humanized the

23
brand but also allowed fans to connect on a personal level with their favorite stars. This
approach helped in building a loyal fanbase that eagerly awaited such interactions.

Birthday Wishes and Festival Greetings: Wishing actors on their birthdays and extending
greetings during festivals were thoughtful initiatives that added a personal touch to the
channel's engagement strategy. By celebrating special occasions, Shemaroo MarathiBana
demonstrated its commitment to acknowledging the cultural and personal aspects of its
audience's lives.

Live Sessions with Show Actors: The live sessions with show actors were a groundbreaking
way to bridge the gap between the virtual and real world. These sessions were not just
promotional but also served as interactive platforms where fans could ask questions, share
their thoughts, and feel a direct connection with the stars. The live format created a real-time
buzz around the channel and its shows.

2. Movie and Show Promotions:

Promoting movies and shows on social media required a nuanced approach that went beyond
traditional advertising. Leveraging the vast content library of Shemaroo Entertainment, the
marketing team curated promotional content that resonated with the audience.

Instagram Reels and Short Videos: The popularity of short-form videos on platforms like
Instagram and Other Short Video Apps presented a unique opportunity for Shemaroo
MarathiBana. By strategically selecting catchy and engaging segments from Marathi movies
and channel-specific content buckets, the team created compelling reels and short videos.
These snippets not only showcased the entertainment value but also acted as teasers,
generating curiosity and anticipation among the audience.

Collaboration with Influencers: To amplify the reach of promotional content, Shemaroo

MarathiBana engaged with influencers who held sway over the target demographic. These
influencers, with their established follower base, became conduits for channel promotion. By
integrating influencers into the promotional strategy, the channel tapped into existing
communities and widened its audience reach.

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Viral Challenges and Campaigns: To enhance promotional efforts, the team conceptualized
and executed viral challenges and campaigns. These initiatives encouraged user-generated
content, transforming viewers into active participants in the promotional process. Challenges
related to dialogues from popular shows or recreating memorable scenes helped in creating a
buzz around the channel.

Interactive Premiere Events: For major movie or show premieres, Shemaroo MarathiBana
organized interactive online events. These events not only allowed the audience to be part of
the premiere experience but also facilitated live interactions with the cast and crew. The
interactive nature of these events heightened the overall viewer experience and generated
excitement around new releases.

Behind-the-Scenes Content: Providing glimpses behind the scenes of movie and show
productions added a layer of authenticity to the promotional strategy. Behind-the-scenes
content humanized the actors and showcased the effort and creativity that went into creating
each piece of content. This approach fostered a deeper appreciation for the channel's
commitment to quality entertainment.

3. Competitor Analysis:

Understanding the social media strategies of competitors such as Zee Marathi, Star Pravah,
and Sony Marathi was crucial for Shemaroo MarathiBana to position itself effectively in the
highly competitive Marathi television landscape.

Zee Marathi: Zee Marathi, being a veteran in the industry, had established a robust social
media presence. The channel's strength lay in its ability to create content buckets that
resonated with viewers' memories. Collaborating with Marathi influencers further
strengthened its social media footprint. By studying Zee Marathi's strategy, Shemaroo
MarathiBana gained insights into effective influencer collaborations and content
categorization.

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Star Pravah: Star Pravah, particularly after the challenges posed by the COVID-19 pandemic,
strategically leveraged its success in TRP ratings to bolster its social media presence. The
channel actively engaged in various social media activities to attract viewers. Recognizing
this, Shemaroo MarathiBana learned the importance of aligning online strategies with on-air
successes and using social media as a tool to gain viewers from competitors.

SWOT Analysis and Marketing Mix:

Strengths:

- Extensive Content Library: Shemaroo MarathiBana's strength lies in its access to Shemaroo
Entertainment's extensive content library, providing a rich source for engaging and diverse
content.

- Collaboration with Influencers: The collaboration with Marathi influencers strengthens the
channel's social media presence, tapping into existing fan bases and widening the reach.

Weaknesses:

- Limited Original Content: Compared to some competitors, Shemaroo MarathiBana may

face challenges related to the quantity of original content. However, this presents an
opportunity for expansion and strategic content creation.

Opportunities:

- Expanding Original Content Portfolio: Shemaroo MarathiBana has the opportunity to invest
in and expand its original content portfolio, attracting a broader audience and enhancing its
competitive position.

- Collaboration with Emerging Influencers: Exploring collaborations with emerging

influencers can be a strategic move to connect with new and younger demographics.

Threats:
- Intense Competition: The Marathi television landscape is highly competitive, with

26
established channels vying for viewer attention. Staying vigilant to changing viewer
preferences and evolving industry trends is crucial to mitigating threats.

- Impact of Emerging Platforms: The rise of emerging digital platforms poses a threat to
traditional television channels. Adapting to digital trends while maintaining a strong
television presence is essential.

Key Learning:

My internship experience at Shemaroo MarathiBana provided a wealth of knowledge and

insights into the intricate world of social media marketing for regional entertainment
channels. Some key learnings include:

1. Audience-Centric Approach: Tailoring content and engagement strategies based on

audience preferences and demographics is crucial. The Marathi-speaking audience is diverse,
and understanding their nuances enhances the effectiveness of social media campaigns.

2. Integration of Traditional and Digital Platforms: While social media is a powerful tool, the
integration of strategies across both traditional and digital platforms is vital. TV channels
must navigate the digital landscape without neglecting their roots in television broadcasting.

3. Continuous Adaptation: The landscape of social media is ever-evolving. Keeping abreast

of emerging trends, platforms, and audience behaviors is essential for maintaining relevance
and sustaining a dynamic online presence.

4. Collaboration and Partnerships: Collaborating with influencers and partners significantly

amplifies the reach of promotional efforts. Building strong relationships with influencers
helps create authentic connections with the audience.

5. Data-Driven Decision-Making: Utilizing analytics tools to gather insights into audience

behavior, preferences, and engagement patterns is crucial. Data-driven decision-making
ensures that strategies are informed, targeted, and effective.

27
In conclusion, my internship at Shemaroo MarathiBana was a holistic learning experience
that encompassed various facets of social media marketing in the context of a regional
entertainment channel. By actively contributing to engagement-oriented posts, promotional
campaigns, competitor analyses, and strategic planning, I gained practical insights into the
challenges and opportunities inherent in promoting a Marathi channel in the digital age.
These learnings will undoubtedly prove invaluable as I continue to explore and contribute to
the dynamic field of media and entertainment marketing.

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 10. STP – SEGMENTATION, TARGETING AND
POSITIONING FOR SHEMAROO MARATHIBANA

• Segmentation:
Shemaroo MarathiBana, a leading Marathi entertainment channel, recognizes the diverse
demographic landscape of Maharashtra and Goa. The channel's social media strategy
revolves around effective segmentation to reach its target audience with tailored content.

1. Urban Market (Maharashtra and Goa):

- This segment comprises the tech-savvy, urban population of Maharashtra and Goa. These
individuals are well-connected on social media platforms and actively seek out entertainment
content.

- Shemaroo MarathiBana focuses on creating engaging and shareable content that resonates
with the urban lifestyle. This includes behind-the-scenes glimpses of their favorite shows and
movies, interactive polls, and humorous memes.

- The channel leverages the popularity of Marathi cinema, music, and culture among urban
audiences. By tapping into the nostalgia and pride associated with these elements, Shemaroo
MarathiBana establishes a strong connection with its urban viewers.

2. Broader Rural Market (Maharashtra and Goa):

- The rural market in Maharashtra and Goa presents a significant growth opportunity for
Shemaroo MarathiBana. This segment may have limited access to traditional media but is
increasingly embracing digital platforms.

- Shemaroo MarathiBana creates content that reflects the rural ethos, traditions, and values
of Maharashtra and Goa. This includes celebrating local festivals, showcasing folk music,
and highlighting the rural lifestyle.

- To effectively reach the broader rural market, the channel collaborates with local
influencers, community leaders, and cultural organizations. These partnerships help
Shemaroo MarathiBana establish a presence in rural communities and build a loyal fan base.

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 • Targeting:

Shemaroo MarathiBana's targeting strategy is designed to engage its desired audience

segments effectively.

1. Urban Audience:

- With a strong presence in urban areas of Maharashtra and Goa, the channel capitalizes on
the popularity of its TV shows and films. Social media serves as a platform for exclusive
behind-the-scenes content, interviews with actors, and promotions.

- To keep urban audiences engaged and invested, Shemaroo MarathiBana conducts

contests, interactive quizzes, and fan-driven initiatives. These activities encourage active
participation and interaction with the channel's content.

2. Rural Audience:

- Recognizing the potential of the rural market, Shemaroo MarathiBana adopts a grassroots
approach to target this segment.

- The channel collaborates with local influencers, village committees, and cultural
organizations to promote its content and events.

- Additionally, Shemaroo MarathiBana conducts outreach programs, mobile screenings,

and community gatherings in rural areas. These initiatives help create awareness and
establish a strong presence among rural viewers.

• Positioning:

Shemaroo MarathiBana sets itself apart from competitors through a unique positioning that
resonates with its target audience.

1. Celebration of Marathi Culture:

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 - The channel positions itself as a guardian of Marathi culture, tradition, and heritage. Its
content reflects the rich cultural tapestry of Maharashtra and Goa, showcasing classic Marathi
films alongside contemporary web series.

- By celebrating Marathi cinema, music, and literature, Shemaroo MarathiBana taps into the
nostalgia and pride of its viewers. This emotional connection strengthens the bond between
the channel and its audience.

2. Innovative Content Delivery:

- Shemaroo MarathiBana continuously innovates its content strategy to stay ahead of

emerging trends.

- The channel explores new formats such as short films, webisodes, and digital exclusives.
These offerings provide viewers with a fresh and dynamic viewing experience, keeping them
engaged and coming back for more.

3. Community Engagement:

- Beyond being a media channel, Shemaroo MarathiBana positions itself as a cultural hub
and community platform.

- The channel encourages audience participation through contests, polls, and interactive
features. This fosters a sense of belonging and ownership among viewers, making them feel
like active participants in the channel's journey.

4. Accessible Entertainment:

- Leveraging the power of social media and digital platforms, Shemaroo MarathiBana
ensures its content is easily accessible to viewers across Maharashtra and Goa.

- The channel offers user-friendly interfaces, mobile apps, and online streaming services.
This accessibility caters to the diverse viewing habits of its audience, whether they reside in
bustling urban centers or remote rural villages.

Shemaroo MarathiBana's social media strategy is intricately woven around the principles of
segmentation, targeting, and positioning. By understanding the unique needs and preferences

31
of its urban and rural audience segments, the channel effectively engages viewers with
tailored content. Shemaroo MarathiBana's celebration of Marathi culture, innovative content
delivery, and community engagement set it apart as a leading entertainment destination in
Maharashtra and Goa.

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 11. 4P’s FOR SOCIAL MEDIA STRATEGY

Developing a comprehensive social media strategy for Shemaroo MarathiBana involves

considering the traditional marketing mix elements, commonly known as the 4Ps: Product,
Price, Place, and Promotion. In the context of a social media strategy, these elements take on
new dimensions that cater to the online audience and the unique nature of digital platforms.
Let's delve into each of the 4Ps for Shemaroo MarathiBana's social media strategy:

Product:

In the digital realm, the "product" encompasses the content offerings of Shemaroo
MarathiBana. This includes films, TV shows, web series, music, behind-the-scenes glimpses,
interactive content, and more. The focus is on creating a diverse range of engaging content
that resonates with the Marathi-speaking audience in Maharashtra and Goa.

1. Content Variety and Quality:

- Shemaroo MarathiBana must ensure a mix of classic Marathi films, popular TV shows,
new web series, and exclusive digital content.

- Quality control is crucial, with high-definition videos, crisp audio, and engaging
storytelling to captivate the audience.

2. Interactive Features:

- Introduce interactive elements such as polls, quizzes, and contests to enhance viewer
engagement.

- Encourage user-generated content, where fans can share their experiences, reviews, and
recommendations.

3. Behind-the-Scenes Access:

- Offer exclusive behind-the-scenes glimpses, interviews with actors, directors, and crew
members.

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 - Create a sense of exclusivity and insider access for followers, making them feel like part
of the MarathiBana family.

Price:

In the digital landscape, the "price" aspect refers to the perceived value that viewers associate
with Shemaroo MarathiBana's content. While social media platforms are generally free for
users, the channel can leverage pricing strategies to enhance value perception.

1. Free Access with Premium Options:

- The core offering on social media should be free, allowing users to access a wide range of
content without barriers.

- Introduce premium options such as ad-free viewing, early access to new releases, and
exclusive content for paid subscribers.

2. Affordable Merchandise and Events:

- Offer affordable merchandise related to popular shows, films, and characters.

- Organize online events such as virtual meet-and-greets, online concerts, and fan
conventions with reasonable ticket prices.

3. Value-added Subscriptions:

- Provide subscription tiers with added benefits such as offline downloads, curated playlists,
and personalized recommendations.

- Offer discounts and special promotions for long-term subscribers to enhance loyalty.

Place:

34
In the digital context, "place" refers to the platforms and channels where Shemaroo
MarathiBana's social media presence is felt. This involves strategic placement and
distribution of content to reach the target audience effectively.

1. Multi-Platform Presence:

- Maintain an active presence on major social media platforms such as Facebook,

Instagram, Twitter, YouTube, and others.

- Each platform serves a different purpose, with Facebook for community building,
Instagram for visual storytelling, Twitter for real-time updates, YouTube for video content,
and TikTok for short, engaging clips.

2. Localized Content for Regional Appeal:

- Tailor content to suit the preferences and cultural nuances of the Marathi-speaking
audience in Maharashtra and Goa.

- Use regional language, dialects, and colloquialisms to connect on a deeper level with
viewers.

3. Collaborations and Partnerships:

- Collaborate with popular Marathi influencers, content creators, and celebrities to amplify
reach.

- Partner with regional festivals, events, and cultural organizations to tap into local
communities and gain visibility.

Promotion:

The "promotion" aspect of the social media strategy involves marketing tactics to increase
brand awareness, engagement, and viewership for Shemaroo MarathiBana's content.

35
1. Content Calendar and Campaigns:

- Develop a robust content calendar with regular posting schedules to maintain audience
interest.

- Launch themed campaigns around festivals, holidays, or special events to create buzz and
excitement.

2. Influencer Collaborations:

- Engage popular Marathi influencers and celebrities to promote upcoming releases, events,
and campaigns.

- Leverage their reach and credibility to expand the channel's audience base.

3. User-Generated Content Campaigns:

- Encourage fans to create and share their own content related to Shemaroo MarathiBana's
shows, films, and music.

- Showcase the best user-generated content on official channels, fostering a sense of

community and engagement.

4. Paid Advertising and Boosted Posts:

- Allocate a portion of the budget for targeted social media advertising campaigns.

- Use sponsored posts, video ads, and carousel ads to reach specific demographics and
regions.

5. Engagement and Interaction:

- Respond promptly to comments, messages, and mentions on social media platforms.

- Host live Q&A sessions, watch parties, and virtual events to interact directly with fans.

Integration of the 4Ps:

36
To ensure a cohesive and effective social media strategy, Shemaroo MarathiBana must
integrate the 4Ps seamlessly. This involves aligning content offerings with pricing strategies,
distributing content strategically across platforms, and promoting content through targeted
campaigns.

1. Content-Driven Pricing:

- Premium content offerings should align with viewer preferences and demands.

- Use viewer data and feedback to determine the value proposition of premium options.

2. Platform-Specific Content Distribution:

- Tailor content formats and lengths to suit each social media platform's requirements.

- Optimize content for mobile viewing, as a significant portion of users access social media
on smartphones.

3. Promotional Campaigns with Value:

- Ensure that promotional campaigns offer tangible benefits to viewers, such as exclusive
previews, discounts, or giveaways.

- Create a sense of urgency and FOMO (Fear of Missing Out) to drive engagement and
conversions.

4. Data-Driven Optimization:

- Regularly analyze social media metrics such as reach, engagement, and conversion rates.

- Use A/B testing for different content formats, messaging, and promotional tactics to
optimize performance.

By effectively implementing the 4Ps in its social media strategy, Shemaroo MarathiBana can
enhance brand visibility, engagement, and loyalty among its target audience in Maharashtra

37
and Goa. The channel's focus on quality content, strategic pricing, targeted placement, and
innovative promotion will ensure a strong and enduring presence in the competitive digital
landscape.

38
 12. APPS AND SOFTWARES USED FOR SOCIAL MEDIA
MARKETING AT SHEMAROO MARATHIBANA

During my summer internship at Shemaroo MarathiBana, I had the opportunity to explore

various apps, software, and tools that proved to be invaluable for social media marketing.
These tools helped streamline processes, enhance content creation, and improve overall
efficiency in managing the channel's digital presence. Here are some of the apps and software
that I found particularly useful:

1. Inshort and VN (Video Editor):

- These mobile apps were go-to choices for quick image and video editing tasks, especially
when the team was busy.

- Inshort allowed for easy creation of short, engaging videos with the option to add the
channel's logo to promos and trailers.

- VN provided intuitive tools for editing reels and creating eye-catching visuals that
resonated well with the audience.

2. Hootsuite:

- Hootsuite emerged as a powerful tool for scheduling social media posts across multiple
platforms.

- The platform's user-friendly interface made it efficient to plan and organize content,
ensuring a consistent posting schedule.

3. Canva:

- Canva became our go-to platform for creating visually appealing posts and stories,
particularly tailored for Instagram.

- The wide range of templates, fonts, and design elements allowed for easy customization
and branding.

39
4. PicsArt:

- PicsArt offered advanced image editing features that were perfect for enhancing and
creating captivating visuals.

- The app's versatility made it ideal for producing high-quality graphics that stood out on
social media feeds.

5. TweetDeck:

- As a dedicated tool for Twitter management, TweetDeck provided a comprehensive

dashboard for monitoring and engaging with tweets.

- Features such as scheduling tweets, monitoring hashtags, and tracking mentions proved to
be highly beneficial.

6. Meta Business Suite (Facebook and Instagram):

- This suite of tools from Meta (formerly Facebook) offered a centralized platform for
scheduling posts and analyzing performance.

- It allowed for strategic planning of content releases and provided insights into audience
engagement and demographics.

7. AI Text Apps:

- We explored several AI-powered apps for generating text content, such as ChatGPT and
Google Gemini.

- These apps helped in crafting compelling captions, descriptions, and promotional

messages with ease.

8. Ai Video Editing App:

- A dedicated video editing app, tailored for quick edits and enhancements, proved to be
essential for creating captivating video content.

40
 - Features such as transitions, filters, and text overlays added a professional touch to our
videos.

9. AI Animated Image Creator:

- This innovative tool allowed us to create animated images with AI-generated effects,
adding a dynamic element to our posts.

- The animated images helped in grabbing attention and increasing engagement on social
media platforms.

10. Analytics Tools:

- We also utilized various analytics tools to track the performance of our social media
campaigns.

- These tools provided valuable insights into metrics such as reach, engagement, click-
through rates, and audience demographics.

Overall, these apps, software, and tools played a crucial role in enhancing our social media
marketing efforts at Shemaroo MarathiBana. Whether it was creating visually appealing
posts, scheduling content, analyzing performance, or engaging with the audience, each tool
served a specific purpose in achieving our goals effectively and efficiently. My experience
with these tools during the internship has provided me with valuable skills.

41
 RECCOMENDATIONS AND SUGGESTIONS

To enhance Shemaroo MarathiBana's social media presence and drive growth, I recommend
the following strategies:

1. Adopt AI Tools for Enhanced Efficiency

- Implement AI-powered tools for content creation, scheduling, and analysis to streamline
workflow and improve productivity.

- AI can help in generating engaging captions, identifying optimal posting times, and
providing insights for data-driven decision-making.

2. Share Real-Time Updates of TV Serials and Movies:

- Post real-time updates of upcoming episodes, behind-the-scenes moments, and exclusive

teasers before news channels to create a buzz.

- Leveraging social media for timely updates can drive viewership and boost TV channel
ratings, capturing audience attention before competitors.

3. Showcase Behind-the-Scenes (BTS) Moments:

- Share behind-the-scenes glimpses of TV serials, movies, and actors to offer a peek into
the production process.

- BTS content humanizes the brand, fosters audience connection, and builds anticipation for
upcoming releases.

4. Create Engaging Posts for TV Serials:

- Develop creative and engaging posts highlighting key moments, plot twists, and character
developments of popular TV serials.

- Utilize interactive elements such as polls, quizzes, and fan discussions to encourage
audience interaction and feedback.

42
5. Host Live Sessions with Actors:

- Arrange live Q&A sessions, interactive interviews, or virtual meet-and-greets with TV

serial actors and personalities.

- Live sessions create a direct line of communication with fans, allowing for real-time
engagement and building a loyal fan base.

6. Focus on Short Videos for Engagement:

- Capitalize on the popularity of short-form video content by creating engaging snippets,

teasers, and highlights of TV serials.

- Talk shows, behind-the-scenes clips, and actor interviews in short video formats can
attract and retain viewer interest on social media.

7. Collaborate with Influencers and Content Creators:

- Partner with popular Marathi influencers and content creators to reach a wider audience
and tap into their follower base.

- Influencers can create sponsored content, reviews, and challenges related to Shemaroo
MarathiBana's TV serials, boosting visibility and engagement.

8. Run Contests, Giveaways, and Fan Challenges:

- Organize interactive contests, fan art challenges, and exclusive giveaways to reward and
engage the audience.

- Contests create excitement, encourage user-generated content, and foster a sense of

community among viewers.

9. Utilize Hashtag Campaigns and Trend Riding:

- Create branded hashtags for TV serials and campaigns to encourage user participation and
virality.

43
 - Monitor trending topics and timely events to participate in conversations, increasing
visibility and staying relevant.

10. Optimize for Mobile Viewing and Accessibility:

- Ensure all content is mobile-friendly and easily accessible across devices for seamless
user experience.

- Use vertical video formats, concise captions, and clear visuals to cater to the growing
mobile audience on social media.

By implementing these recommendations, Shemaroo MarathiBana can create a dynamic and

engaging social media presence that resonates with its audience. From sharing exclusive
updates to hosting interactive live sessions and leveraging AI for efficiency, these strategies
can drive growth, boost viewer engagement, and solidify the channel's position as a leading
Marathi entertainment destination on social media platforms.

44
 CONCLUSION

In conclusion, Shemaroo MarathiBana's social media strategy stands as a robust and

innovative approach to elevate its presence in the competitive landscape of Marathi
entertainment. With competitors such as Zee Marathi and Star Pravah vying for the attention
of the Marathi-speaking audience, Shemaroo MarathiBana aims to carve out its unique space
through strategic initiatives.

The integration of AI-powered tools for content creation, scheduling, and analysis will set
Shemaroo MarathiBana apart by ensuring efficiency and delivering captivating content. Real-
time updates of TV serials and movies, coupled with exclusive behind-the-scenes glimpses,
will create a sense of urgency and anticipation among viewers, enhancing TV channel ratings
and driving audience engagement.

In the face of competition, Shemaroo MarathiBana's focus on short-form videos, engaging

live sessions with actors, and interactive posts will deepen connections with fans, fostering a
loyal community. Collaborations with influencers, hashtag campaigns, and interactive
contests will amplify reach and virality, positioning the channel as a trendsetter in the
Marathi entertainment sphere.

By leveraging a blend of creativity, technology, and audience-centric strategies, Shemaroo

MarathiBana is poised to become the go-to destination for Marathi entertainment on social
media. The channel's commitment to delivering quality content, engaging experiences, and a
strong community presence will set it apart from competitors and solidify its position as a
leader in the digital Marathi entertainment landscape.

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 WEBLIOGRAPHY

• instagram.com/shemaroomarathibana

• facebook.com/shemaroomarathibana

• twitter.com/MarathiBana_

• www.shemaroomarathibana.com

• www.shemaroome.com/

• instagram.com/zeemarathiofficial

• instagram.com/star_pravah

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