Matsya Kaand

Matsya Kaand is a high-stakes con-thriller following a master conman seeking revenge through intelligence, strategy and deception rather than force. The campaign required a differentiated marketing strategy to position the series against several high-profile OTT releases while highlighting its unique narrative and genre.

Position a new OTT original in a highly competitive release window, differentiate the show from major OTT releases, capitalise on the festive Dussehra release period, build sustained engagement before, during and after launch, and establish Matsya Kaand as a differentiated con-thriller.

• Developed the overall marketing strategy and campaign approach
• Conducted SWOT analysis and defined campaign positioning
• Designed the phase-wise communication strategy and key communication framework
• Planned audience segmentation and market prioritisation
• Identified campaign hooks and conversation themes
• 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: build intrigue around the mysterious protagonist and introduce the con-thriller genre
• Pre-launch: position the series around intelligence over brute force
• Launch: amplify conversations around the show's unique con sequences and the Matsya–Tejraj rivalry
• Post-launch: sustain engagement through review-led communication and character-driven content

• Developed the strategic marketing roadmap and campaign presentation
• Defined communication across every campaign phase and identified creative territories and hooks
• Recommended PR and social-first campaign opportunities
• Coordinated execution across stakeholders and managed timelines, alignment, 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, premium creative production, and multi-language distribution to maximize awareness, engagement, and viewership. Every campaign asset was strategically adapted across channels to create a cohesive and high-impact launch.

Generated 100M+ views within the first month of launch, delivered 1.3B+ watch minutes, and reached 29.6M+ unique viewers, successfully launching Matsya Kaand across multiple languages through insight-led marketing and integrated campaign execution.

• Strong positioning helps new IPs compete in crowded OTT release windows
• Character-driven storytelling improves audience recall
• Phase-wise communication sustains engagement
• Cross-functional collaboration is essential for integrated campaigns
• Insight-led marketing and disciplined execution drive measurable business outcomes