Video streaming platform Zee5 from Zee Entertainment Enterprises Limited launched a 360-degree campaign called #HelmetOn for its latest release ‘Helmet’, a quirky comedy set in the heartland of India.
Already reaching 85 million+ entertainment loving audiences across the country, the campaign received an overwhelming response through ATL activities such as social activations, robust influencer outreach programme, digital promos, and contests.
Some names from the Bollywood entertainment industry and the influencer community supported and encouraged conversations around safe sex and condom usage such as Ayushmann Khurrana, Sanya Malhotra, Rajkummar Rao and the Stree Gang, Sunny Leone and other influencers such as Anubhav Singh Bassi, RJ Anurag Pandey, and Ronit Ashra. Twitter banter on #HelmetOn with brands such as Dunzo, Kamasutra, Bollywoo, News Nation, Fever FM and Ixigo drove positive sentiments around the film and generated quirky conversations around the stigma associated with Nirodh in India.
The campaign launched some high-impact BTL activations to promote social awareness for the widespread issue of resistance towards usage and purchase of condoms in India. The #HelmetOn campaign saw the Mumbai-favourite auto rickshaws with Helmet top circling the city, giving out free condoms to the passengers; busy streets in Mumbai having zebra crossings in the shape of condoms; and distribution of free condoms in popular hotspots across Mumbai, Delhi and Bengaluru. The star cast of the film also engaged with 500+ students across prestigious colleges in Mumbai, Delhi NCR, Bhopal, Orissa, MP, Pune and Bengaluru to educate them about the importance of using protection and sharing personal stories of their first time buying a condom, to normalise the subject.
Manish Kalra, Chief Business Officer, Zee5 India, said, “We are thrilled to have launched #HelmetOn that embraces social issues in a fun, engaging and healthy manner. With people still being reluctant to purchase condoms from a store, we aimed to drive awareness around this topic and encourage the use of protection through this campaign. Using a well-devised marketing strategy covering the digital landscape, social media, television and out of home space, the campaign has done exceedingly well already connecting us with 85 million+ audiences across the country. We hope to see more consumers engage with us through the campaign and give this social comedy a watch.”
Dino Morea, Producer, Helmet, said, “Helmet is a project that is very close to my heart because it speaks volumes on a social issue that is need of the hour, in a simple and sweet way. The film has resonated well with audiences across the country, and we’re humbled by the positive feedback that we have received. I’m glad to have worked with a powerful team, with Satramm as the director and Rohan as the writer to deliver a strong social message to viewers among many laughs and moments of relatability. Team Helmet is also proud to create awareness about safe sex, and work towards alleviating the stigma around condom usage and purchase through an engaging campaign #HelmetOn, which has reached millions of Indians.”
To build intrigue among the audience, Zee5 initiated the campaign by seeding in the famous dialogue of the movie, 'Toh Kya Chooran Laga Ke Karoge?', without any context via popular Instagram handles to create buzz and field curiosity. With over 160 posts across almost 80 pages on Instagram, the activation reached 16 million+ netizens and was a whopping success, kick-starting the promo-launch. The platform also strategically revealed key elements from the movie, glimpses, and short segments, inviting entertainment seekers into the story of the film, thereby also driving conversations around the hush-hush issue. From the trailer launch of the film with RJ Anurag Pandey of Fever FM, to sparking a meme trend with #HelmetOn that reached over 45 million+ people and minimal artwork slogan contests, the campaign maximised its reach and awareness through every platform.
Helmet stars Aparshakti Khurana, Abhishek Banerjee, Pranutan Bahl, and Ashish Verma. Released on September 3, it caters to a subject that is considered taboo in our country through a non-preachy and quirky plot, keeping the entertainment and comedy factor alive.