Indori Ishq

Indori Ishq is a coming-of-age romantic drama centred around heartbreak, obsession and unrequited love. The campaign required a differentiated marketing strategy to establish the show in a highly competitive OTT landscape while competing with major launches like The Family Man Season 2. As Assistant Manager – Content Marketing, I developed the strategic approach by identifying audience insights, defining communication pillars, building a phase-wise campaign strategy and collaborating with cross-functional teams.

Launch a relatively new cast with limited celebrity pull, compete with major OTT releases including The Family Man Season 2, differentiate in a crowded streaming landscape, build awareness through concept-led rather than star-led marketing, and sustain engagement before, during and after launch.

• Developed the overall marketing strategy and campaign approach
• Conducted SWOT analysis and defined campaign positioning
• Designed the phase-wise communication strategy and key communication pillars
• Planned audience segmentation and market prioritisation
• Recommended campaign hooks, social conversations and partnership opportunities
• Created the strategic marketing presentation
• Led cross-functional coordination across Brand, Creative, Content, Production, Performance Marketing, PR, Social, Product, Sales, agencies, talent and talent managers

• Pre-launch: establish emotional positioning and build curiosity before teaser and trailer launch
• Pre-launch: generate anticipation using insight-led storytelling
• Launch: amplify conversations around heartbreak and relationships through influencer marketing, PR, partnerships and social
• Post-launch: sustain conversations through audience reactions, memes and community engagement

• Developed the strategic marketing roadmap and campaign presentation
• Defined communication across every campaign phase and identified creative territories and hooks
• Recommended influencer, partnership, PR and social-first opportunities
• Coordinated campaign execution across stakeholders and managed timelines, approvals and asset delivery
• Ensured consistent execution across paid, owned and organic touchpoints

Integrated campaign executed across Paid and Owned channels

The launch campaign combined paid media, owned platform marketing, strategic audience positioning, and premium creative production to maximize awareness, engagement, and viewership. Every campaign asset was strategically adapted across channels to deliver a cohesive and high-impact launch.

Generated 4.43B+ watch minutes, reached 61M+ users, and emerged as the second most-watched show on Amazon MX Player at the time, successfully establishing a new original IP through insight-led marketing and strategic audience positioning.

• Strong audience insights can compensate for limited celebrity appeal
• Cultural conversations often outperform product-led messaging
• A clear communication framework sustains engagement
• Cross-functional collaboration is critical for integrated campaigns
• Insight-led marketing can turn a niche narrative into a mainstream cultural conversation