Case Study: How ALTBalaji drove footfalls for his or her newly launched present – ‘Cartel’ – Social Samosa
ALTBalaji adopted a 360-degree strategy, to create consciousness and intrigue round their present Cartel, focussed on the world of gangsters.
ALTBalaji, the video-on-demand platform from Balaji Telefilms Limited not too long ago launched their new present – Cartel that includes 137 actors together with Supriya Pathak, Rithvik Dhanjani, Jitendra Joshi, Tanuj Virwani, and Divya Agarwal
Cartel is the story of the primary household of the enterprise, that guidelines the divided factions of the underworld within the metropolis of Mumbai
For Cartel, ALTBalaji adopted a 360-degree route of communication throughout Digital, Television, Print, and OOH. The marketing campaign focussed on The House of Angres is geared toward creating intrigue, engagement, and chatter round what’s brewing, by an built-in marketing campaign.
The goal of the marketing campaign was to create clutter-breaking communication across the present and driving footfalls on the ALTBalaji app.
The marketing campaign began because the makers created curiosity across the ‘Who are the Angres’ proposition with none trace or point out of the present. The thought was to maintain the viewers guessing about who’re The ‘Angres’?
To set up The ‘Angres’, the entrepreneurs put up hoardings at vantage factors throughout Mumbai.
Post the marketing campaign launch, the #WhoAreTheAngres trended on Twitter, extending the marketing campaign on digital. The pre-launch marketing campaign was additional amplified by influencers throughout social media.
Having captured the viewers’s consideration, ALTBalaji then revealed who the Angres are and introduced their present, Cartel.
This was adopted by the introduction of the Angre household, offering glimpses of energy and authority related to them, giving an perception into the present. The marketing campaign additional undertook a BTL exercise, the place the rule of the ‘Angres’ household was painted over Aarey partitions. This initiative was amplified throughout social media platforms.
Character Introduction Posts
Following the introduction of the Angre household within the underworld, the model took the viewers contained in the world of ‘Cartel’ by a collection of character introductions.
Soon, the teaser to the trailer was launched with a sneak-peak of the Andre household.
Post the teaser, the Cartel trailer was launched, additional producing conversations across the present.
The trailer was amplified by the media and the influencers for mass attain. As one of many ambient activations, Cartel’s promo was additionally displayed in Vijay Sales shops, pan-India.
To proceed with the momentum and construct recall, a number of dialogue snippets and posts have been launched tapping on to reels and static posts, as a part of the Cartel advertising technique.
To amplify the dialogues from Cartel, the makers launched an Instagram filter to construct upon the theme.
Cartel and Giphy x Tenor Stickrs
Leveraging the most recent social media instruments for engagement, the makers launched Tenor and Giphy stickrs with one-liners and catchy dialogues from the present.
Leveraging Reels, the makers posted countdown posts on Instagram and different social channels to redirect viewers to look at the present.
The entrepreneurs additionally launched a collection of posts on zodiac indicators based mostly on the characters from the present, attracting shoppers by numerous content material hooks.
The actors additional promoted Cartel by interactions and engagement with the media and the viewers whereas sharing anecdotes and BTS tales from the shoot and the making of the present, on social media.
Several influencers resembling Siddharth Kannan, Kishwar Merchant, amongst others interacted with the star solid to unfold consciousness in regards to the present.
Cartel Launch Party – Welcoming #TheAngres
The Cartel launch occasion was held to rejoice the launch of the present with the press. The launch occasion noticed a number of well-liked celebs’ attendance.
Also learn: Case Study: How ALTBalaji garnered 180mn+ attain by an engagement marketing campaign for ‘Broken But Beautiful 3’
Tapping on the second of ‘Ronaldo Homecoming’, the entrepreneurs tried to lap on the engagement with the event advertising submit. Memes and moments have been a constant a part of the present’s advertising technique in a bid to be part of the buyer’s each day social media roaster.
ALTBalaji partnered with 15+ youth-centric manufacturers to have interaction with its audiences. Aligning with the theme of the present, the OTT platform tied up with the manufacturers that embody Ferns N Petals, Ixigo, Ugaoo, Growfitter, Dunzo, Reliance digital, Voyage, Flyrobe, Ustreak, Bollywoo. Cartel collaborated with these manufacturers for his or her attain and engagement in numerous capacities. The associations have been additional amplified by idea movies, media giveaways, merchandise, contests, and gratifications from the manufacturers.
As a part of the Cartel advertising technique, the workforce launched a number of contest campaigns for engagement across the present.
Cartel Fan Art Contest
The makers launched the Cartel Fan Art Contest to have interaction the viewers by the competition marketing campaign.
Cartel Dialogue Challenge on Josh
Partnering with Josh, Cartel launched the dialogue problem the place choose influencers participated and created over 6000 movies, as a part of the engagement exercise. The winners stood an opportunity to win unique merchandise, subscription, and have on the official ALTBalaji social media pages.
Cartel Quiz on Alexa
The model additionally launched an interactive quiz in partnership with Alexa. The winners stood an opportunity to win ALTBalaji’s subscription together with a present hamper and a digital meet with the celebrities of the present.
Cartel Transformation Challenge
The makers utilized Instagram Reels to launch its transformation problem to induce the members to showcase their regular vs gangster seems in step with the Cartel theme.
Cartel x Television
The workforce collaborated with well-liked Television serials resembling Kumkum Bhagya and Kundali Bhagya for the promotions.
Leveraging Instagram Reels, the makers additionally shared social media posts in affiliation with the actors as they made an look on the Television exhibits.
Cartel x OOH Activations
The present leveraged billboards to announce the present and proceed constructing buzz for Cartel, established throughout the streets, cafes, airports, and different vantage factors in Mumbai metropolis.
Cartel x Radionama
To maintain the excitement alive throughout media channels, Cartel collaborated with Radio City for a contest marketing campaign. The winners for the engagement marketing campaign have been gifted with hampers from Bollywoo.
Cartel x Print
They additionally leveraged print media publications resembling Midday, Jaipur Times, Dainik Adhikari, amongst others and different digital publication homes to unfold the phrase in regards to the present.
Instagram Live: Interaction with Students & Colleges
The Cartel workforce even interacted with the varied faculties like NMIMS, Jai Hind, R D. National, Thakur College, Mithibai, IIT BHU, amongst others.
Tree Plantation in Aarey Forest
The solid of Cartel collaborated with an NGO the place the solid joined arms with Mission Green Mumbai for a noble trigger. 100 timber have been planted round Aarey Colony.
The collection additionally topped IMDB rankings.
Reach: 247 Mn+ Average Impressions: 260 Mn+
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