Marching Ants and Trigger Happy (MA & TH), members of Hakuhodo International, recently carried out a marketing campaign to promote actor Sonakshi Sinha’s first OTT project, Dahaad.
The show features Vijay Verma alongside Sinha.
The challenge was to introduce the daredevil cop avatar of Sinha in a way that sparks conversations with her fans. An on-ground event was conceptualised where Sinha with over 100 women bikers, took over the streets of Mumbai to create a larger-than-life Dahaad logo.
There are many Crime Drama titles across OTT, that are based on serial killers. The challenge was to differentiate in this clutter. An idea was born to highlight Verma's character's multiple identities while committing crimes.
A front-page print innovation was devised, which had 27 matrimonial profiles of Verma’s different characters from the show.
On a similar thought, OOH innovation was carried out where Verma’s identity was challenged. The headline of the OOH was “Yeh Vijay Verma Nahi, Anand Hai!” and the name of Verma's character kept changing with every hoarding.
Earlier this year, Zee5 had launched the show ‘Taj, Divided by Blood’ - a period drama based on the Mughal Dynasty and their bloody battles of succession. This posed a different challenge to the team. Young audiences are weary of period dramas.
MA & TH decided to pitch a new aspect of Taj, Divided by Blood to the young audience. The team conceptualised 'Main Tajdaar', a Hindustani Rap song full with VFX visuals.
An international crew was deployed by MA & TH for the VFX film, while the rap song was helmed by an accomplished singer.
This was just after the successful launch campaign for Zee5's TVF Pitchers Season 2. Pitchers Season 1 was a cult show in 2015, revered by the millennials. The expectations were sky-high, and on the back of this expectation, the announcement that the new season of Pitchers was on Zee5 was a creative challenge.
The strategy and the creative team at MA & TH developed a the idea of an " The Elevator pitch to Ashneer Grover". Ever since Shark Tank India saw record views in their first season, Grover has been credited for keeping the show about the entrepreneurial pursuits of young businessmen spicy with his wit, humour, and straightforward attitude.
In the video, the cast of Pitchers, Arunabh Kumar andNaveen Kasturia, invite Ashneer Grover to their show on Zee5 to hear about their new business plan. This collaboration became a viral sensation. The chemistry between Ashneer and the show characters became so popular, that the makers decided to cast Grover in the show.
Joy Ghoshal, Co-founder and Chief strategy officer, shared, "With each new outing, MA & TH has a relentless pursuit of creative and out-of-the-box thinking. This fiery passion fuels our marketing prowess and allows us to transcend the boundaries of conventional strategies. Our work is a testament to our unwavering commitment to pushing the limits of innovation and delivering extraordinary storytelling experiences."