ZEE5 launches high-decibel marketing for its latest original 'Rangbaaz'

The 360-degree marketing campaign, planned for ZEE5's latest original show, will be outdoor and digital heavy

e4m by exchange4media Staff
Updated: Dec 19, 2018 8:28 AM

ZEE5, the digital video streaming platform from ZEEL, is all set for its latest tentpole property 'Rangbaaz,' scheduled on December 22. The crime thriller series starring actor Saqib Saleem, Ranvir Shorey and Tigmanshu Dhulia set in 90s, is based on the life of UP gangster Shiv Prakash Shukla and is the biggest show after 'Karenjit Kaur' that will be launched across 190 countries. A 360-degree marketing campaign is already up and about. Spanned across two weeks it will be digital and outdoor heavy.

Manish Aggarwal, Business Head, ZEE5, explains the reason for purposely choosing outdoor as it helps them drive ‘desired imagery and impact’. He adds, "We have a big outdoor campaign going alive across six cities including Delhi, Bangalore, Mumbai, Kanpur and Agra. We are focusing on standard top 20 priority markets. We have also planned certain innovations on outdoor around the show premiere. There is a big influencer partnership.”

Interestingly enough this is the first time marketing monies are almost equally distributed between outdoor and digital. "In fact outdoor is at par with digital," Aggarwal points out.

The platform is confident of attaining success with 'Rangbaaz’ as it has all the elements, “You have gang-war, fights. There is an emotional side to it. There is a nice balance. Scale wise it is on the same lines as ‘Karenjit Kaur’.”

On digital marketing ZEE5 has partnership with the giants Facebook and Google. “Spends wise it will be very heavy both from Google and Facebook. We are working closely with them in terms of creating assets and populating them across respective platforms. Activities are planned in Twitter Blue activity with the actors. There will be Facebook Live as well. This will continue for two weeks,” explains Aggarwal.

Based on the reception of the first season they will decide the season 2. Aggarwal shares, "We have just released it. It will depend on the consumer reception.” ZEE5, which has seen a lot of traction from digital movie premieres, will have multiple Bollywood releases and will also bring in original content. It is all geared up for 2019 with minimum one hero property launch every month. 

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