: Case Study: How ZEE5 created interest around Rashmi Rocket through Gender Testing awareness campaign #IndiaNEWS #Case Studies With the Rashmi Rocket marketing campaign, ZEE5 tapped on an overarching

@IndiaNEWS

Posted in: #IndiaNEWS

Case Study: How ZEE5 created interest around Rashmi Rocket through Gender Testing awareness campaign #IndiaNEWS #Case Studies
With the Rashmi Rocket marketing campaign, ZEE5 tapped on an overarching theme of awareness around Gender Testing in sports, tying it up with the movies release. The campaign garnered 22 million+ views.



This case study explores how Rashmi Rocket movie marketing campaign, #LetRashmiRun , attempted to spread awareness around gender disparity in sports while leveraging influencers and social media tools for mass reach.



Category Introduction



One of the most accelerated industries in the economy, the OTT sector currently stands at 353 million users and 96 million active paid subscriptions, which translates into a penetration of 25. 3% as per Ormax Media Report 2021. With COVID-19 having acted as an accelerant to digital video streaming, the ecosystem has seen a flurry of innovation and disruption, and it is likely to maintain its upward trajectory even in the future. The OTT industry is further poised for aggressive growth prospects with access to better mobile connectivity, digital infrastructure, and smartphones which is expected to catapult the growth from . 5 billion in 2021 to billion in 2025 and further to . 5 billion by 2030. Businesses are trying to find newer ways to reach out to their target audience who are increasingly feeding on a staple digital diet and are ready for the next wave of content innovation.



Brand Introduction



Stemming from Zee Entertainment Enterprises Limited (ZEEL), a Global Content Powerhouse, ZEE5 is a home-grown video streaming platform and a multilingual storyteller for multiple entertainment seekers.



Enriching the platforms bouquet of content offerings with relevant Indian stories, ZEE5 recently released Rashmi Rocket, a sports drama based on true events, starring Tapsee Pannu, Priyanshu Painyuli, Abhishek Banerjee, and Supriya Pathak. Based on gender testing in sports for female athletes, it narrates the inspiring story of a small-town girl and her journey of becoming a national-level athlete.



Summary



With an eye to create social impact through cause marketing, ZEE5 launched a social awareness campaign, #LetRashmiRun, ahead of the release of the film to drive awareness and encourage support against gender testing an otherwise less discussed issue on public platforms and forums, as an overarching theme of the movie marketing strategy for the film.



Following a 360-degree approach, ZEE5 launched multiple immersive and engaging initiatives such as digital and social media activations, influencer collaborations, strategic ad placements, brand associations, television promotions, and on-ground events with a view to creating deeper engagement with the target audience as part of the movie marketing campaign.

Intraday stocks under 50 NSE India Twitter of India

Vote Up Vote Down

Login to post a comment!