Marching Ants and Trigger Happy (MA&TH) have come up a new campaign for the show ‘Pitchers’ Season 2 hosted on Zee5.
MA&TH worked with the Zee5 team on the campaign and devised the entire roadmap from conceptualisation to execution.
They designed some creative assets for the show including posters and trailers along with crafting the content marketing plan for Pitchers season 2.
While the show was already popular and had a fanbase of its own, the biggest challenge was to inform everyone that the show was now being hosted by Zee5. The plan was to break through the cluttered media environment with assets and ideas that got the consumer excited to switch to the new platform, thereby increasing the subscriber base for Zee5.
MA&TH created an ad spot showing the leads from the show pitching their ideas to the ultimate investor Ashneer Grover. This special promo was created with investor Ashneer Grover, TVF founder and actor Arunabh Kumar, Naveen Kasturia, and Abhay Mahajan.
Packed with humour, this special promo piques excitement for the audiences and harps on the show’s recall value beautifully. Within days of the launch of the Pitchers’ campaign, the audience responded very positively to it, building hype around the show.
Joy Ghoshal, Co-founder and chief strategy officer of MA&TH, said, “Staple campaigns don’t have the power to make an impact. In current times, we are vying for people’s attention and interest and if you want to get people to invest their time, you must offer something unique for the audience to take notice. With Pitchers, we thought Ashneer would be a seamless fit and garner the correct eyeballs for the show. Our endeavour through this campaign was not only to bring notice to Zee5 as a platform or Pitchers’ fans but to also gather new subscribers for the platform. Hence the challenge for us was multi-fold.”
Vishal Makhija, creative head of Marching Ants, said, “It was as exciting as well as challenging to work on this project. As soon as we got the brief from the Zee5 team, we were all geared up to create some stir with this marketing campaign. One of our special content ideas involved collaborating with Ashneer and he was a sport who agreed to this, and it was brilliant to show the psyche of entrepreneurs seeking VC funding. It positions our show in the most honest way possible and I am glad it struck a chord with people. Our endeavour is to always take the theme of the show and create a campaign that strikes a chord with people.”
Manish Kalra, Chief Business Officer, Zee5 India, said, “The second season of Pitchers is bigger and better with lots of relatable emotions of start-ups, and we needed a 360-campaign launch to communicate the key emotional benefits. The need to get noticed by the right target audience and build anticipation for the new season was paramount as well. The creative approach by Zee5 marketing and Marching Ants has ensured that the campaign stands out and drives viewers to Zee5 for another inspiring season of Pitchers”.
Kartik Mahadev, Chief Marketing Officer– Content SBU, Zee Entertainment Enterprises, said, “Bringing a new season of the iconic OG OTT show Pitchers was both a matter of great excitement and opportunity for us. An entire segment of viewers watched Pitchers on free video streaming platforms, hence the need was to build strong platform attribution for the show on Zee5. We knew it could be achieved through a voice and form which was quintessential to Pitchers and ownable to Zee5. The MA&TH team conceptualised a strong launch approach and which has rekindled the fandom for Pitchers and generated buzz around brand Zee5. We are happy to collaborate with some of the most creative minds in content brand design and creating exciting experiences for the OTT consumer, creating brand love for Zee5, one story at a time.”