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Amazon Prime Video India plans a three phase marketing plan for ‘Breathe’

17-January-2018
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Amazon Prime Video India plans a three phase marketing plan for ‘Breathe’

Post the trailer launch of its second Indian original show ‘Breathe’ global streaming platform Amazon Prime Video has rolled out a three-phase marketing launch or as Vijay Subramaniam, Director, Content, Amazon Prime Video India, likes to put it ‘unique release strategy.’ 
He stressed on innovative while talking about the campaign, “It’s a multi-media campaign which is also going to support the weekly episodes and build up to the finale. It starts from today onwards till its release on January 26. Then there is sustained which is for the next four weekly episodes. Then there is a finale campaign. Our creatives are all designed with respective mediums in mind and how to interact with them. Digital will be extremely interactive especially on Twitter, Facebook and Instagram. It’s very innovative. ” Since the campaign is panned out in three phases multiple agencies have worked on it, he informed.

As the psychological thriller ‘Breathe’ will release on January 26, in three languages – Hindi, Tamil and Telugu, across 200 countries and territories worldwide, there will be separate campaigns in those two South Indian languages. Subramaniam informed, “Tamil and Telegu markets can be isolated from media standpoint. I am sure we will take the benefit of that. As far as Hindi speaking market goes it's going to go the length and breath. On digital too we will uniquely leverage the language opportunity.”

It’s definitely going to leverage its lead actor R Madhavan’s star power across languages.

The global streaming platform earlier announced the show with Madhavan taking to social media to unveil the logo last December after he received a surprise delivery by Amazon India. This was followed by Madhavan going live on Twitter’s Blue Room on January 15 where he took questions from his fans. 
In between this Amazon Prime Video took an offline approach to invite media for the press conference of ‘Breathe’ with a brown ‘official’ file filled inside with pages from criminal investigation. a note from a ‘pulmonologist’ and newspaper cutouts of crime reports. The file was signed by Kabir Sawant (a character from the series played by Amit Sadh).

Subramaniam added, “We are constantly pushing the boundaries as to how we can get this to the customer in an interactive engaging manner.” Directed by Mayank Sharma and produced by Abundantia Entertainment, this eight-episode gritty series explores the lives of ordinary people faced with extraordinary circumstances. Apart from Madhavan, it features actors Amit Sadh and Sapna Pabbi.

For its first local original ‘Inside Edge’ it came out with a new Snapchat filter. The show claims to be the second-best performing Original, with more percentage of unique streamers in its home market than any other show except ‘The Grand Tour’ (in the UK). Amazon Prime Video also witnessed an unprecedented response with the highest number of streaming customers on the service in the week of launch.

Here's the link to the trailer 

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He joined the company in 2016 as Head of India and South Asia at Discovery Network