ZEE5 • Streaming • Film Premiere • 2023
Ghoomer
Developing the content branding strategy for Ghoomer by leveraging the global fan appeal of Abhishek Bachchan, with a phased OTT launch campaign that delivered 70.9M impressions and 232K clicks.
Brand & Content Marketing, ZEE5
Watch the Trailer70.9M
Impressions (+7% vs target)
232K
Clicks (+97% vs target)
US & ROW
TOI Roadblock Markets
Always-on
International Performance
Overview
Ghoomer premiered on ZEE5 following its theatrical release. The campaign repositioned the critically acclaimed sports drama for OTT audiences by combining compelling storytelling with the international fan appeal of Abhishek Bachchan and Saiyami Kher. I developed the campaign strategy, presentations, content assets and celebrity byte scripts, and coordinated execution across stakeholders.
Challenge
Reposition the film for OTT, capitalise on Abhishek Bachchan and Saiyami Kher's global popularity, drive awareness and subscriber acquisition, maximise first-weekend visibility, and deliver an integrated paid, owned and earned campaign.
My Role
- Developed the content branding strategy and campaign presentation
- Defined phase-wise communication and curated reviews and publicity
- Developed celebrity byte scripts
- Packaged assets for Social, Performance, CRM and Overseas Marketing
- Monitored campaign performance
- Coordinated Brand, Creative, Social, Performance, CRM, Product, Design, Analytics, agencies, talent managers and overseas teams
Strategy
- Pre-launch: build anticipation using reviews, theatrical buzz and celebrity-led content
- Launch: execute YouTube Masthead, Facebook & Instagram Reach & Frequency and Times of India Roadblocks
- Launch: amplify with celebrity content across markets
- Post-launch: sustain momentum through YouTube Non-Skippable and DV360 campaigns
Communication Pillars
Execution
- Created the complete branding deck and curated publicity
- Developed celebrity byte scripts
- Executed premium impact campaigns and distributed assets
- Collaborated with internal and external stakeholders
- Tracked performance and drove optimisation
Promotional Ecosystem
Integrated campaign executed across Paid, Owned and Earned channels
The OTT launch campaign combined paid media, owned platform marketing, premium creative production, and earned amplification to maximize awareness, engagement, and subscriber acquisition. Every campaign asset was strategically adapted across channels to deliver a cohesive, high-impact launch.
Paid Media
- YouTube Masthead & Non-Skippable Ads
- DV360 Display Advertising
- Meta Advertising (Facebook & Instagram)
- Display & Video Advertising
- Times of India Roadblock Campaign
Owned Channels
- ZEE5 App Homepage Merchandising, Push Notifications, CRM & Email
- ZEE5 Social Handles: YouTube, Instagram, Facebook, X (Twitter)
Creative Assets
- Official Trailer, Dialogue Promos, Song Promos, Video Promos, Celebrity Byte Promos
- Carousel Posts, Static Posts, Social Media Stories, Reels & Short-form Videos
- Motion Posters, Motion Graphics, Key Visuals, Digital Banners, Social Media Creatives
- Homepage & Push Notification Creatives, Promotional Photography, Behind-the-Scenes Content
- Launch Campaign Creatives, Countdown Creatives, Platform-specific Asset Adaptations
Earned & Amplification
- Reviews, Media Coverage, Entertainment Publications
- Celebrity Interviews & PR Coverage
- Influencer Collaborations & Organic Social Conversations
- Organic Endorsements from Indian Cricket Team Players
- High-profile Social Media Callouts by Indian Cricketers
- Community & Fan-led Conversations
Results
Delivered 70.9M impressions against a planned 66.3M (+7%) and 232K clicks against a planned 118K (+97%), with a successful premium digital launch across Times of India, YouTube, Facebook, Instagram and DV360 as a unified global OTT campaign.
Key Learnings
- Theatrical buzz and critical acclaim can be recycled into powerful OTT launch fuel
- Global star appeal travels further when paired with market-specific media buys
- Premium impact formats deliver outsized first-weekend visibility
- Continuous performance monitoring is what turns a plan into an overachievement