Mumbai: Disney+ Hotstar, in its biggest marketing move ever, has gone a notch higher for its Hotstar Specials’ Rudra – The Edge of Darkness. The platform stepped into many firsts with disruptive marketing strategies and innovative techniques, including the Metaverse. Underlining the increasingly large role of the metaverse in digital lives today, the platform partnered with Hungama Digital’s Web3 venture – Hefty Entertainment, to create digital avatars of its casts and offers an immersive glimpse into the world of Rudra to its viewers.
A todphod-lit hologram of Ajay Devgn was also installed, with an illusion of him looking at passersby at Mumbai’s Bandra Bandstand. This holographic experience created an everlasting impact on the viewers leaving them more curious than ever before. Additionally, in partnership with SMAASH, the platform created a gaming and entertainment centre with the theme ‘Todphod’, playing to the iconic catchphrase used by the actor in the show. The gaming room was designed similar to the show’s set, where consumers got to channelise their inner-cop and smash things.
Sharing the thought behind these marketing initiatives, Siddharth Shakdher, EVP and Chief Marketing Officer at Disney+ Hotstar, said, “A big part of building a deeper relationship with our consumers is to bring elements from reel life to real life and vice-versa. With Rudra-The Edge Of Darkness, we did exactly that and deployed a unique experiential and immersive show marketing approach, bringing our consumers one step closer to the show, but importantly, also surfacing the show within emerging pop culture trends. With first-of-its-kind initiatives like Rudra Metaverse, gaming room, and hologram displays, we stepped up a notch higher to connect deeper with the audiences and fans.”
Featuring one of the biggest stars of Bollywood – Ajay Devgn in a cop never seen before, the show directed by Rajesh Mapuskar has become a one-of-a-kind psychological crime thriller and has been trending ever since its release, owing to industry and consumer love for the series. Packed with fast-paced action sequences, viewers love the show’s distinctive race-against-the-clock narrative that delves into the psyche of highly-intelligent criminal masterminds and the detective who hunts them.
Watch Ajay Devgn’s digital debut with crime thriller drama Rudra – The Edge of Darkness on Disney+ Hotstar.
