Background:
Amazon miniTV is a FREE OTT streaming platform that provides shows and mini-movies catering to the Gen Z audience. To add a new flavour to their existing collection of comedy, romance & drama titles, they were all set to launch their first-ever action-drama series – Hunter: Tootega Nahi Todega.
Challenge & Objectives:
Our mission was clear – introducing the world to this adrenaline-pumping story and the anti-hero ACP Vikram. But, we faced a challenge: a lack of awareness of the variety of FREE content on Amazon miniTV.
Creative Solution:
With over 7 billion visits, India ranks third in the world in visits to content piracy websites. Why? Because we Indians are always on the lookout for free content! This pointed us to the perfect platforms to target our audience, redirect them to Amazon miniTV, and set up a thrilling entry for ACP Vikram, AKA Suniel Shetty.
Strategy & Execution:
On 22nd March 2023, when 10 billion people tried to download the most popular shows & movies on Torrent and Telegram, they were met with a message from ACP Vikram! Our lead Hunter set the record straight giving the audience the right address for real thrill & entertainment – Amazon miniTV.
Soon enough, mysterious hoardings of ACP Vikram popped up across the country sparking conversations around the anti-hero. To address this curiosity, Suniel Shetty opened platforms for his fans to talk about the show & his character with an engaging Twitter AMA and a chat with Actor-Influencer Shehnaaz Gill on her show.
Our social media channels also captured ACP’s terror-striking personality, leaving a glimpse of his story and further intriguing the audience to watch the show.
Impact OR Results:
The Hunter fever spread through media, critics, and audiences, generating:
Increase in social mentions by 1.2M +ve sentiment of 90% for the show
15M+ Engagement
254M+ Views
The show was instantly trending on Amazon miniTV and became one of the top OTT originals of the week – March 24 to 30th 2023 (Source: ORMAX Stream Track)
Hunter even entered the list of the top 5 most-viewed shows on Film Companion.
Now this is what we call a record-todu campaign!