MAM

White Rivers Media powers launch campaign for 'Kehne Ko Humsafar Hain' S2

The campaign was led by the question of 'Will the heart ever be happy?'

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/02/22/Kehne-Ko-Humsafar-Hain.jpg?itok=MSwVQPX2

MUMBAI: White Rivers Media helped ALT Balaji, the OTT platform from Balaji Telefilms Ltd, in successfully launching the second season of one of its marquee series Kehne Ko Humsafar Hain by creating a three-week long digital campaign ‘Will the heart ever be happy with what it has’,  for its promotions. The idea was to establish the show’s premise, where the audience could experience a heightened emotional relatability.

The 360-degree campaign was inclusive of packaged as well as organic content, which pushed POVs of the characters to maximise social sentiments of audience w.r.t each during pre-buzz. With a concentrated approach, the campaign flowed towards the launch, while instigating an equitable conversation around dynamics of a complex relationship, aspirations of an emancipated woman, and life after divorce.

White Rivers Media chief executive officer and co-founder Shrenik Gandhi said, “We’ve been associated with ALTBalaji since its inception. If a show comes from Ekta Kapoor, one knows it has to be about breaking records and much more! This campaign brings back the nostalgia of success we achieved for the brand with this marquee show’s first season. This one is even special because we broke through all pre-set benchmarks from the previous year. We are very happy with the positive response and look forward to a similar response for ALTBalaji’s power-packed line-up this year.”

ALTBalaji senior vice president and head of marketing Divya Dixit said, "Ekta Kapoor undoubtedly understands the pulse of Indian OTT entertainment better than anyone else, and produces one blockbuster after another. Kehne Ko Humsafar Hain is very special to us as a concept, and so was this launch campaign for this second season. Right from the build-up of this campaign to the launch of the show and activity line-up, it has been a data-intensive and strategic call. It gives me immense pleasure to see that what was once up on our whiteboards is now at play on digital grounds with collaborative help from White Rivers Media. We are also grateful to our millions of subscribers for their support and we are glad it is winning hearts.”

February being the month of love #GetLoveZoned being the social theme at ALTBalaji; the launch hit close to home with its matured take on love and relationships. The campaign has already hit 20 million views on social media itself in 2 weeks and is rearing to go forward. Netizens, influencers, and celebrities across the country have flooded all social and digital platforms with outpouring of love.

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