Background:
The first season of Breathe: Into the shadows an Amazon Prime Video Original show ended with a cliffhanger leaving the audience with questions around the antagonist J aka Abhishek Bachchan’s dual identity and the series of murders.
The trailer of S2 re-emerged the existence of J as how he set out to finish what he started. Kabir Sawant (Amit Sadh) was roped in again to stop him from committing these crimes and we decided to help him do just that!
Challenge & Objectives:
Once the trailer for season 2 was out it was established that J had escaped the asylum to complete his mission. Our challenge here was to build on the suspense and get everyone curious to know where will J go next and what is he up to.
So we stepped into J’s shoes and devised a mysterious plan to revive our fan base, hype our audience about the show and let the world know that #JIsHere!
Creative Solution:
What would you do when you find the most wanted man standing right in front of you? Freak out and share the news with others, right?
That’s exactly what we asked our audience to do!
Just before the show launch, we warned our viewers that J had escaped the asylum and was on the loose and gave them a mission to spot him around the bustling city of Mumbai.
Strategy & Execution:
Kabir Sawant (Amit Sadh) broke the news of J’s escape via a video to the audience and requested to help him spot J in the city with the hashtag #JIsHere.
All hell broke loose when popular influencers and celebrities like Hina Khan, Shenaaz Gill, Aashish Chanchlani, Viraj Ghelani etc. spotted J while they were going for a shoot, in their parking lots and even in the elevators.
J was even caught on camera by the paps of the Bollywood industry.
Brands like Swiggy, Boat, Amazon India, Tata Play, and many others immediately jumped in to help us spread the word.
Everyone captured him in videos and posted them on their stories, informing Kabir about the same. After being captured through everyone’s lenses, Prime Video thanked everyone for their help and asked them to find out what J is up to next in the new season.
Impact:
The manhunt activity created a huge buzz and was covered by multiple PR aggregators across the country. The activity garnered us 4.7M+ reach.
And that’s how we ensured that #JIsHere with a spot-on campaign!