Objective:

• Good horror shows from India are not only rare but also considered a myth. In an attempt to combat that, Adhura was here to scare everyone off their feet. A supernatural horror set in a boarding school where the reunion of batch of 2007 went eerie - from thrill to jumpscares, Adhura on Prime Video’s platform, had it all

Strategy :

• It was imperative to establish the horror nature and genre of the series right from the get-go. Hence, even prior to the trailer drop. An influencer marketing campaign was kickstarted to build an element of fear in the minds of the audience.

• What screams of an influencer marketing campaign for a horror series louder than a few influencers literally screaming while watching the trailer of the horror show?

Execution:

• In order to execute the above, the unlisted trailer link was provided to 5 influencers who got a chance to watch the trailer before anyone else and record their reactions

• While the reactions of The Rebel Kid, Aastha Shah, Shantanu Ragnekar, Rohit Sukheja and Tirth Prasadna screamed fear, anxiety and panic - their followers were left with an impression that Adhura was too scary to watch

Results:

• The campaign with the above 5 influencers lead to an overall 800K+ Engagement and 3.5 Million+ Reach along with multiple conversations with regard to how genuinely scary Adhura was to watch even prior to it’s trailer launch