OTT platform Zee5 used 20 influencers, across four regional languages- Telugu, Tamil, Kannada, and Malayalam as well as Hindi and English, to promote the premiere of the blockbuster film RRR on its platform.
Zee5 roped in regional macro-influencers like Mehaboob, Anupama Gowda, Deepthi and Jasnya for the campaign.
As a part of the campaign, the influencers were given purple boxes by Zee5 regarding big upcoming announcements which the influencers had to keep a secret from their fans. The following day, the launch of the movie on Zee5 was revealed through the influencer’s stories.
The other leg of the campaign also encouraged people to watch the movie in its original language with the #AsliBhaashaMeinMazaHai. For this, they roped in influencers like Viraj Gehlani, Dolly Singh, and the duo Dhruv and Shyam. They also roped in English influencers like Danish Sait and Neel to create sketches around the film.
The campaign that was executed by influencer marketing agency Pollen has recorded 30 million+ views and an engagement of 5 million+ across languages like Tamil, Kannada, Malayalam, Telugu, Hindi and English.
Speaking about the campaign a Zee5 spokesperson said, “RRR has been a phenomenal success for us, and the film has struck a chord with the audiences across the globe. At Zee5, our focus has always been on reaching out to the right audiences, catering to their diverse needs with quality content across genres. The 360-degree influencer campaign across languages enabled us to strengthen our connection with the wide-ranging South Indian diaspora across the globe and we appreciate the dedication and hard work done by Pollen. We shall continue to cater to our audiences with quality offerings and bolster relationships with the audiences through such compelling marketing innovations.”
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Aarushi Sethi
Aarushi Sethi, Business Head, Pollen (Zoo Media) added, “Over the past 18 months we’ve worked strategically to create and improve our presence across regional markets and industries while working with some great regional content creators. South India is a mini-India in itself with many intricacies and I believe that promotional activities in regional markets are going to boom this coming year. We’re glad to have kickstarted this trend with a blockbuster like RRR and we look forward to collaborating with talented regional creators and doing many such campaigns in the coming times.”
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