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THE BIG IDEA: MY START UP - A PLATFORM ‘ONLY’ FOR HOMEMAKERS, REIGNITING THEIR ENTREPRENEURIAL DREAMS. The "BMG My Startup Show" is INDIA'S FIRST ENTREPRENEURIAL SHOW EXCLUSIVELY FOR WOMEN on the biggest TV and OTT Platform of WB: Star Jalsha (TV) and Disney+ HOTSTAR (OTT) The TV show featured 50 women pitching their small but innovative business ideas to an esteemed panel of jury with an 80 percent successful businesswomen representation, consisting of Director, Senco Jewellers, CEO - Key Seth Aromatics. Hosted by West Bengal’s most popular celebrity, Parambrata Chatterjee. First ever TV show dedicated to women entrepreneurs: pushing the representation of women in a male-dominated (84%) entrepreneurial world. Real life stories vs. celebrity-endorsed stories: for authentic and powerful brand narrative to establish emotional connection with their primary TG. Monetary Grants with no-strings-attached: With 1.7Cr given in grants with no return equity in the business funding 17 women’s dreams to become real. • Brand Impact: Brand that resonates with my needs: brand imagery scores grew from 40 point to 42pt, indicating the right shift in the emotional connect with brand. MarieGold sustained market leadership and had massive growth by 0.3% market share in WB during campaign period. Content Impact: • Whopping 40,000 entries in the WEST BENGAL MARKET • 17 women started their own business with total monetary grant of 1.7Cr • PR stories with a massive 8.3M reach on social • Influencers overdelivered by 10% (view count) • 5.2 Mn reached through TV show • 5 L audience and 9 million mins watched on Hotstar. • +300% brand search growth for BMG in WB during campaign period • 15% growth on Britannia Instagram handle during campaign period Social Impact: • Changed the lives of 150 families who were personally mentored and groomed and they became an inspiration to thousands