ALTBalaji recently launched its most ambitious and the biggest show of this year, BOSE: Dead/Alive on November 20, 2017. The thrilling nine-part series starring Rajkummar Rao unfolds the mystery behind Netaji Subhas Chandra Boseâ€™s death and talks about Indiaâ€™s biggest cover-up. It was extensively researched for about 18 months including a comb through of Anuj Dhar's book. It has been shot across locations like Poland, Thailand, Ladakh, Kolkata and Mumbai.
The challenge was to launch this show in India and globally in absence of big budget and without any birth and privilege advantages. Cricket based "Inside Edge" was recently launched by Amazon with huge fanfare with estimated marketing spends upwards of Rs. 40 crore (which is more than the annual marketing budget of ALTBalaji,) that included TV, Outdoor, Print and Digital. Hotstar had launch budget of Rs. 100 crore+ and has leveraged network strength of Star and popularity of TV shows. Same is the case with Viacom.
ALTBalaji's marketing team decided to use digital as primary vehicle to launch BOSE: Dead/Alive. 70 per cent of the total launch budget, less than Rs. 5 crore, was invested in digital and rest in traditional media. Multiple versions of creative assets were built to reach different audiences within the core TG. Apart from English, Hindi and Bengali, contextual ads were also created to build awareness and acquire paid subscribers. None of the episodes were released on YouTube. Social media and innovative PR strategies were also deployed to accentuate digital launch and create awareness of the show.
Speaking about the marketing strategy for BOSE: Dead/Alive, Manav Sethi, CMO, ALTBalaji, said, "Its a bigger challenge when you are eight months into launching the platform itself and you have to launch the biggest show this county has ever seen! We have been very focused on digital platforms as primary vehicle for growth, both for views and paid subscribers. We never had advantage of birth or privilege which our competition enjoys. No big budgets, yet we made BOSE: Dead/Alive big! We didn't have the luxury of doing big outdoor or print jackets as we couldn't afford those. We didn't have any network traffic - online/offline. We carved out multiple affinity containers across various digital properties including Google and Facebook. While we optimized the plan for reach and frequency, we also created multiple creatives and trailers for these affinity segments. We leveraged social and influencers to create the pre-launch and launch buzz around the show. Within 10 days of it going live we received 5M views on the show and itâ€™s possibly the most binge watched show India has ever seen, as our analytics shows that most of these have watched all nine episodes back-to-back. Delhi, Mumbai, Kolkata and Uttar Pradesh have contributed most views from India."
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