Sony Entertainment Television’s Digital partner White Rivers Media, successfully creates digital impact for the very first season of Shark Tank India
Mumbai: Shark Tank India, in its very first season, has been able to mirror Badalte
Bharat Ki Nayi Soch and has been successful in making conversations around ‘entrepreneurship’ more
mainstream. Given the unconventional format of the show, Sony Entertainment Television (SET) in
association with its digital partner White Rivers Media (WRM) maintained a consistent engagement with
the audience throughout the season with live updates, decoding the business jargon, anecdotes from the
Sharks, inspiring moments from the show, and highlighted each ‘deal’ thereby making the business reality
show more inclusive and relatable to the audience.
Starting with the registration phase, WRM played a pivotal role in reaching out to the incubator
community, college alumni, and co-working spaces encouraging participation in the show. Furthermore,
the digital agency created exclusive social media pages, on Twitter and Instagram, to engage with the
audience. It gained 750K followers in no time, and went on to become the one-stop destination for
everything related to the show with its viral posts.
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WRM also executed a 100-hour countdown on social media leading to the launch of the show thereby
building intrigue and urgency around the show through content that explained the format and gave a
sneak peek of the ‘Sharks’.
From building the sharks through LIVE sessions to promoting the ‘pitchers’ and their unique ideas and
explaining A-Z of ‘entrepreneurship’ through curated content, WRM ensured that the social media
engagement on the show is sustained and heightened throughout the show.
It was only a matter of time post the launch of the show that content creators, brands, and communities
were found indulging themselves in viral contexts via episodic content. #SharkTankIndia was trending
week after week and everything about it, from the Sharks to their responses, became a palpable part of
the popular culture. The daily average of 1M + views on Reel content and positive comments drove a
massive increase in followers for SET and SonyLIV’s owned social media platforms.
“It has been an incredible experience being a catalyst in disrupting India’s TV narrative with SET’s Shark
Tank India. Commonly used business-related terms turned into a regular dinner-table conversation at any
average Indian household. Entrepreneurs, who were noted for their achievements among professional
circles, turned into celebrated faces. These have been the team’s top marketing wins for this season.”
shared Shrenik Gandhi, Chief Executive Officer and Co-Founder, White Rivers Media.
The switch from fictional drama to the real-life aspirations of change-makers has been a refreshing
narrative for the Indian TV-viewing audience with the culmination of the first edition of Shark Tank India.