Comicstaan gets robust marketing through digital, TV and outdoor media

Closer to its launch on July 13, the masthead of Times of India will change to Times of Comicstaan for a few seconds

e4m by exchange4media Staff
Updated: Jun 27, 2018 10:31 AM

Global streaming service Amazon Prime Video built up a lot of suspense for its latest Prime Original comic series ‘Comicstaan’ the trailer of which was finally unveiled recently.

Produced by Only Much Louder, it is a talent hunt show on the quest to discover India’s next big comedic talent coming on the OTT platform on July 13. Hosted by ace comedians Abish Mathew and Sumukhi Suresh, the show brings together seven of India’s best comedians – Tanmay Bhat, Kenny Sebastian, Sapan Verma, Naveen Richard, Kaneez Surkha, Kanan Gill and Biswa Kalyan Rath, to guide, mentor and judge budding talent, as they compete each week to win the coveted title. The first four episodes are available to stream on July 13, followed by new episodes weekly.

Prior to the unveiling of the trailer, promotions on the show had already begun through all the comedians' social media pages and other media. On Instagram their GIFS were created which received good amount of traction.

Amazon Prime Video’s robust marketing campaign includes TV and outdoor campaigns. It has aggressively looked at other digital platforms for promotions which includes taking over masthead of YouTube. Closer to the launch on July 13, viewers will also see the masthead Times of India change to Times of Comicstaan for a few seconds when visiting the website. Prime Video has also integrated with Alexa where some of Comicstaan’s judges have mentored Alexa to be funny! And in another first for Amazon Prime Video, it has also tied up with Uber for playscreen as well as vehicle-wrap branding, among many other things.

Speaking about Amazon’s latest Prime Original series, Vijay Subramanian, Director and Head, Content, Amazon Prime Video India, said, “Comedy is already one the most watched genres on Amazon Prime Video and customers, across age groups & geographies want to see more. Comicstaan will take customers on a hilarious journey alongside some of today’s most recognizable comedians, to search for India’s next big comedian. Unique, fresh and packed with jokes, the series will make you crack up. The future looks funny indeed!”

Ajay Nair, COO, Only Much Louder, said, “Comicstaan is the exciting next step in our long and fruitful relationship with Amazon. It ties all the best parts of Indian stand-up together into something fresh. Getting the country's top comedians to nurture and mentor new talent is an idea that excited us, and it's been extremely rewarding to see it all come together."

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