Sherlock s4 to premiere on AXN; partners Uber for campaign

MUMBAI: This is the best way to begin the new year for all the Sherlock fans. Benedict Cumberbatch and Martin Freeman have come together one more time for a brand new season of BBC drama Sherlock that will air exclusively on AXN India from 7 January every Saturday at 8 pm.

After three successful seasons, the latest addition to the most loved thriller series will showcase new faces and bigger hurdles for Sherlock Holmes.

Returning from his forced exile, Sherlock reunites with Dr. Watson to figure out how his nemesis Moriarty, could be back from the dead. Adding to this intensity is another murky villain Culverton Smith played by Toby Jones.

“AXN is home to some of the best shows and characters in the English entertainment space. AXN has been home to Sherlock ever since the show launched and grew tremendously in popularity. We have been keenly waiting for the launch of the new season. It is the most awaited show of 2017 and we wanted to air it around the same time as its world premiere for our viewers. There is a strong line up of more such exciting shows and new seasons in 2017,” said Sony Pictures Networks India EVP and business head English cluster Saurabh Yagnik.

The channel has rolled out a robust marketing plan across on-air, outdoor, radio, social media and on-ground to make this the most celebrated Sherlock season. AXN, in association with Uber, will run a three-weeklong on-air campaign across Mumbai, Delhi and Bangalore starting with a pre-screening buzz.

In the pre-launch week, fans need to unlock the Sherlock code on the Uber app and a lucky few will get a chance to attend the exclusive Sherlock season 4 premiere, thus gifting themselves a chance to watch the show before the rest of India does.

In the following weeks, Sherlock viewers will have the amazing opportunity to get special discounts on their Uber rides by using the code that flashes on AXN during the show.

To ensure maximum eyeballs for the premiere, AXN has also initiated a two-week interactive experience across the three cities at Social Cafésto make people think, feel and live, Sherlock. Wearing the Sherlock hat, guests have to seek some clues in order to become eligible to win an iPad or exclusive AXN hampers.

To intensify the Sherlock fever, AXN has signed on East India comedy artist, Azeem Banatwalla, to take the viewers through the Sherlock journey. Coupled with Banatwalla’s wacky humour, this especially designed video will summarize all the last seasons of Sherlock.

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