Objectives

• Capitalizing on the primary strength of the show is its ability to entertain audiences of all ages with relatable and humorous content, making it a refreshing source of entertainment for families across generations.

• To create a buzz and anticipation amongst consumers of family dramas for the show on & around the day of its release.

• Align the show with the same category and genre as the legendary productions created by JD Majethia and Aatish Kapadia.

• Targeting audience interested in similar shows like ‘Mind The Malhotras, Panchayat, Khichdi, Sarabhai Vs Sarabhai, Taarak Mehta Ka Ooltah Chashmah, Bhabhiji Ghar Par Hain, & other similar shows.

Strategy

• The aim is to appeal to viewers who enjoy watching programs like Mind The Malhotras, Panchayat, Khichdi, Sarabhai Vs Sarabhai, Taarak Mehta Ka Ooltah Chashmah, Bhabhiji Ghar Par Hain, and other similar shows, by focusing on the family comedy drama genre.

• Focus more on regions such as - primary market: Maharashtra, Gujarati speaking audience across the world who consume content from hotstar and other OTT platforms.

• Creating the excitement of watching a family entertainer produced by veterans of the Family comedy genre.

• Making the audience dance and groove to the festive beats and songs of the film.

• Strategically introduce the characters & incorporate their personality traits & elements during our campaign.

• Using influencers & renowned personalities to interact with the characters of the show and creating appealing content which creates buzz around the show.

Execution

• Incorporated Gujarati lingo in pv’s tweet in order to generate anticipation around the trailer of the new show.

• There were Reels which were shot and posted on PV’s social handles, which was a blend of introduction to the characters & announcement of the show as well.

• After the release of the Trailer, Character introductions started off with the oldest in the family - Dadaji & Baa, followed by Beta & Bahu Dholakia & Grandson and Grand-Bahu Dholakia.

• The day prior to the release, there was a Reel that was shot with Ratna Pathak Shah wherein she introduces her entire family and correlates it to an unlimited food thali, giving all members of her family a taste related adjective!

• On the day of the release, a video was posted across social platforms which was a compilation of some of the key scenes from the show, announcing that the show is out!

• To continue to sustain conversations around the show, there were memes & posts from the show that were put up on PV & the talents’ handles.

• Among various influencer collaborations, the first one was with Viraj Ghelani, where Viraj, Ratna & Atul have casual banter about Viraj getting married & Atul talking about a medicine stall to be placed at his wedding!

• For sustenance & to build anticipation before the release of the newer episodes there was a post that was uploaded, which included sneak peaks from the unreleased videos.

• For the announcement of the release of episode 5&6 there was a 2 panel reel which featured Grandson Dholakia making a confession to his father & grandfather. The reel ends on a cliffhanger, intriguing the audience in order for them to watch the episodes!

Results

• The next collab was with the famous dancer, Shiamak Davar - where he teaches a few dance steps to the family. The song is the main song from the show & the cast is seen practicing the hookstep, which has touched 984K views.

• Frankly Farah - A video where Farah talks about the show in a sarcastic and quirky manner, giving the audience an insight into how the show & the characters with total views of 1M within 24 hours.

• Campaign is ongoing, consolidated results are awaited.