OBJECTIVES

• To highlight the powerful character of Ammu in such a way that fans/users are enticed to stream the film on Prime Video as soon as it is launched

STRATEGY

• Strategically position the film as Ammu’s rise from ashes as phoenix

• To focus on the aspect of women empowerment

• Highlight the film’s strong social message and relatability to every Indian household

• Using a number of offline and online platforms for song launch and promotion

AMMU - MARKETING SUMMARY

The poster of the film was announced on Oct. 6 at 10 AM by PV as well as talent and stakeholders. The poster showed Ammu against the backdrop of a fire themed background showcasing her rise above it

The announcement video of the film went live in collab with PV and Aishwarya Lekshmi on the same day at 12 PM, which featured Ammu talking about her fairytale and prince charming

In order to further build on the announcement, various actresses across the nation came together to launch the announcement such as Manju Warrier and Sai Pallavi on their instagram stories

As a build-up to the trailer, a trailer out tomorrow poster was pushed on story by PV

The trailer was launched on Oct. 11 at 10 AM and was pushed by PV as well all talent and stakeholders highlighting Ammu’s rise as a phoenix against her abusive husband

To amplify the trailer, a carousel of trailer stills was pushed to showcase the story highlighted in the trailer

Highlighting Ammu’s rise from the ashes and her character transformation, a number of editorial content was pushed in the form of reels and so on

The film was launched on Oct. 19 at 12:01 am across platforms

Shortly after the launch, the main cast if the film posted FDFS pictures urging their fans to stream the film as well - Naveen Chandra, Aishwarya Lekshmi