Mumbai: After a two-week long build-up across digital platforms, ALTBalaji successfully launched the second season of Kehne Ko Humsafar Hain, one of its marquee shows, with a digital campaign powered by White Rivers Media.
The three-week long campaign to launch the romantic-drama starring ace actors Ronit Roy, Mona Singh, and Gurdip Kohli, presented the audience a fresh perspective on complex love & relationships via the communication “Will the heart ever be happy with what it has”. The idea was to establish the show’s premise, where the audience could experience a heightened emotional relatability.
The 360-degree campaign was inclusive of packaged as well as organic content, which pushed POVs of the characters to maximize social sentiments of audience w.r.t each during pre-buzz. With a concentrated approach, the campaign flowed towards the launch, while instigating an equitable conversation around dynamics of a complex relationship, aspirations of an emancipated woman, and life after divorce.
February being the month of love #GetLoveZoned being the social theme at ALTBalaji; the launch hit close to home with its matured take on love & relationships. The campaign has already hit 20 million views on social media itself in 2 weeks and is rearing to go forward. Netizens, influencers, and celebrities across the country have flooded all social and digital platforms with outpouring of love.
Shrenik Gandhi, Chief Executive Officer and Co-founder, White Rivers Media, said, “We’ve been associated with ALTBalaji since its inception. If a show comes from Ekta Kapoor, one knows it has to be about breaking records and much more! This campaign brings back the nostalgia of success we achieved for the brand with this marquee show’s first season. This one is even special because we broke through all pre-set benchmarks from the previous year. We are very happy with the positive response and look forward to a similar response for ALTBalaji’s power-packed line-up this year. “
Divya Dixit, Senior Vice President & Head of Marketing, ALTBalaji said, “Ekta Kapoor undoubtedly understands the pulse of Indian OTT entertainment better than anyone else, and produces one blockbuster after another. Kehne Ko Humsafar Hain is very special to us as a concept, and so was this launch campaign for this second season. Right from the build-up of this campaign to the launch of the show and activity line-up, it has been a data-intensive and strategic call. It gives me immense pleasure to see that what was once up on our whiteboards is now at play on digital grounds with collaborative help from White Rivers Media. We are also grateful to our millions of subscribers for their support and we are glad it is winning hearts.”