Amazon Prime Video redefines marketing strategies with Mirzapur Season 2


The highly awaited Amazon Original Series Mirzapur Season 2 was launched in October 2020, a show that has since gone on to become the most-watched show of all time on Amazon Prime Video India, mainly due to its captivating plot, phenomenal performances, hard-hitting dialogues, and a completely out-of-the-box imaginative marketing strategy. Within just 7 days of its broadcast, the second Mirzapur season became the most-watched show on the service in India. It not only recorded one of the highest completion rates but remarkably almost half of the viewers who completed the series, binge-watched the second season within just 48 hours of its launch, setting a new benchmark. As tracked by Listen First, Mirzapur Season 2 reigns as the most talked-about Indian Original streaming series to date, based on the social mentions (based on the 1st week of the launch).

In these unprecedented times, while brands are coming up with interesting initiatives to promote themselves, Amazon Prime Video has really gone a step further. Rewriting the rules of marketing, the team at Amazon Prime Video combined a distinctive innovative strategy, revolutionary on-ground activations, inventive digital campaigns, and brand collaborations to create a promotional frenzy to take advantage of the enormous fanbase that has nurtured the show over the past two years.

In order to attract existing customers and fence-sitters by sending them real-time updates on the day of the show’s launch, Amazon Prime Video optimized effectively in the digital space through push notifications through multiple mobile apps. Any interesting material on the Alexa app around the show was a classic instance of this. Character-inspired Mirzapur alarms were unveiled around Kaleen Bhaiya, Guddu Bhaiya, Munna Bhaiya, and Golu Gupta, which the fans triggered at home on their Alexa devices and enjoyed a rare experience of waking up to their favorite voice from the show. A special 5-day partnership with Amazon India retail team in which Mirzapur incorporated AR stickers on 5 million Amazon delivery packages has been one of the signature activities in this direction.

For another season, the raw, gritty, and intense crime drama created by Excel Media and Entertainment, Mirzapur Season 2, that killed the internet on the day of release, has been greenlit. Once again, the excellent performance by the entire cast left the fans mesmerized, who are now eagerly awaiting the next season. Mirzapur Season 2 can be downloaded by fans in India and across 200 countries and territories in several languages, including Hindi, Tamil dubs, and Telugu dubs, exclusively on Amazon Prime Video.


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