Dharavi Bank, an MX Original Series, has now received a 9.3 rating on IMDb. The series is produced by Zee Studios and directed by Samit Kakkad.
The series features Suniel Shetty making his digital debut as the ruthless and unattainable leader who is hunted by tough cop JCP Jayant Gavaskar portrayed by Vivek Anand Oberoi.
The series also features a stellar cast comprising of Sonali Kulkarni, Luke Kenny, Freddy Daruwala, Shanthi Priya, Santosh Juvekar, Nagesh Bhosle, Siddharth Menon, Hitesh Bhojraj, Samikssha Batnagar, Rohit Pathak, Jaywant Wadkar, Chinmay Mandlekar, Bhavvana Rao, Shruti Srivastava, Sandhya Shetty, Pavitra Sarkar and Vamsi Krishna in key roles.
Bringing alive the unending stretch of narrow dirty lanes, open sewers and cramped huts of Dharavi in an intense chase, the show narrates the story of a cop trying to topple over a powerful gangster, who is the de facto government in Mumbai. Highlighting how far one can do for one’s family and duty towards the nation, Dharavi Bank is a complex story that goes beyond just bringing down a crime empire.
The high decibel marketing campaign engaged viewers with innovative character-centric AR filters on Instagram and Facebook, thematic media interviews in the bylanes of Dharavi and a Twitter banter which saw participation from multiple brands ~
To bring alive the congested bylanes that capture the essence of Dharavi with the leads of the series, a Dharavi Trail was organised on launch day with thematic media interviews by leading news channels with Suniel Shetty and Vivek Anand Oberoi revisiting the areas that they shot in as they thanked the local residents for their support during the shoot. From promotions on digital and social media to in-app promotions, Dharavi Bank was promoted extensively including a massive reach on Digital Out of Home (DOOH). The marketing plan also included ATL promotions across impact sites in the cities of Mumbai, Delhi, and Gurugram and the series was promoted across MX Live to drive maximum engagement as well.
On the launch of this web series – Nikhil Gandhi, Group COO, MX Media, said, “Dharavi Bank is one of our most anticipated flagship properties and going by the response to the trailer, it’s going to break many records. MX Player enjoys massive reach & the show is going to be available in India and across the globe to entertain our 300mn+ active users. We have been the platform of choice for Suniel Shetty’s OTT debut. Anna, along with Vivek Anand Oberoi headlining the show set against the backdrop of Dharavi is never seen before. Our advertiser response has also been overwhelming & we believe the show is going to have a lasting impact on all our stakeholders.”