Hindi entertainment channel, Life OK that thrives on bringing in inspiring stories to make your life better, has embarked on a new path. The channel will be launching a new show ‘The Bachelorette India – Mere Khayalon Ki Mallika’, based on the American reality dating show ‘The Bachelorette’. The show will feature Bollywood actor Mallika Sherawat looking for her true love amongst 25 to 30 eligible men, through tasks that range from wooing her to winning her trust, to romantic dates that allow them to explore their chemistry!
The process is on at the registrations stage with applications being invited through the website and phone. The social media channels of Life OK are not far behind in creating buzz. In fact, it was this Monday that I noticed #ThePerfectBachelor trending in top trends list on Twitter, and upon a little search found the new show by Mallika Sherawat. The channel has also created a short video film for the show, that has been shared on Twitter.
Besides, Twitter also saw the star trending. The Life OK Twitter handle had put up a promoted tweet inviting Twitter users to participate in the new show and be #ThePerfectBachelor for Mallika. Life OK’s Facebook page with a strong base of 1.1 million fans, has shared an update for the show, calling for the perfect bachelors to participate.
It seems that the promoted tweet by Life OK helped in trending the hashtag, despite not running any contests. But, the other factor that aided trending was the generic nature of the hahstag #ThePerfectBachelor. If one were to scan through the tweets, one can find many brands have jumped in to leverage its popularity, along with the general Twitter users.
Creating buzz using a generic and relatable hashtag on Twitter seems to be the strategy on Twitter at the moment It remains to be seen how the TV channel would leverage social media further as the show would go on air.