Eros Now launches first original series ‘Side Hero’ starring Kunaal Roy Kapur

With an aim to engage with the audience and build the craze for ‘Side Hero’, Eros Now has undertaken a robust 360° marketing campaign

e4m by exchange4media Staff
Updated: Sep 19, 2018 7:19 PM

Eros Now, the cutting-edge digital over-the-top (OTT) South Asian entertainment platform by Eros International, has announced its foray into the original content space with its first original series ‘Side Hero’, with all episodes available for binge-viewing on September 24, 2018 exclusively on Eros Now. Directed by versatile director Rohan Sippy, Side Hero stars Kunaal Roy Kapur as a fictionalised version of himself, trying to become a lead hero and prove that acting is not just a ‘hobby’.

Today, comedy is the most consumed genre across the digital ecosystem, especially content that is hilarious and brutally honest. Understanding the trend, Eros Now has kick-started its originals with a fresh comedy series that highlights the funny side of being ‘almost famous’. Side Hero is a unique series that intends to offer content which has never been seen before by the viewers. The show’s quirky tagline ‘Isko Kaun Dekhega’ takes a dig at Kunaal Roy Kapur’s character showcasing Side Hero’s self-deprecating humour. The tagline is also a reflection of Eros Now’s filmy and vibrant brand personality, further fuelling its endeavour of offering the viewers with the content of their choice. Eros International’s objective has always been to provide the best in entertainment and with Side Hero, Eros Now takes the company’s 40-year-old legacy a step ahead. It strives to further raise the bar with its originals in the digital streaming ecosystem.

With an aim to engage with the audience and build the craze for ‘Side Hero’, Eros Now has undertaken a robust 360° marketing campaign. The digital entertainment platform plans to strategically encompass marketing elements such as on-air promotions, creating social media buzz, on-ground association, outdoor campaigns, radio spots and various PR tools, making it an impactful campaign. Side Hero will be extensively promoted on major broadcast channels through a 15-day long campaign alongside aggressive promotions on leading radio stations in Mumbai, Delhi and Bangalore. Eros Now will also tactically use outdoor medium for promotions at 100+ sites in Mumbai. As of August 2018, Eros Now enjoys viewership from 100+ countries and further strengthening its global presence, Eros Now will leverage its partnerships with leading international brands like Xiaomi Mi TV, Dialog Axiata and more to present their original content across Asia and beyond.

Taking experiential on-ground entertainment to its influencers and stakeholders, Eros Now will host an open-air screening in Mumbai. The digital entertainment platform will also use its expertise across social media platforms like Facebook, Twitter, Instagram and Snapchat for engaging the influencers and users alike. Building on Eros Now’s plan to provide high quality and versatile content, the original shows will be nothing short of a cinematic experience.

Commenting on the launch, Ridhima Lulla, Chief Content Officer, Eros Group said, “With Eros Now originals, we are all geared to enhance our content offering and offer a myriad mix of never-seen-before content to our audience. Coming from the house of Bollywood, the original content will be curated in collaboration with acclaimed directors, actors and writers. The originals will provide a cinematic production quality and with Side Hero, we further strengthen our promise of providing quality entertainment, anytime, anywhere.”

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