4th July, 2022, MUM: For the launch of the much-awaited South Indian period drama, ‘RRR’ on Zee 5. The OTT giant ZEE5 and Pollen, (the Influencer, Creator and Talent Agency of the Zoo Media network) launched a creator marketing campaign with 19 influencers across 4 regional languages (Telugu, Tamil, Kannada, and Malayalam) and in Hindi and English too, garnering over 30 million views and over 5 million in engagement within a few days of the campaign launch.
The release announcement was kicked off with 12 of the biggest regional content creators, Telugu speaking macro creators Mehaboob and Deepthi Sunaina; Tamil speaking creators Ganesh and Nisha; Kannada speaking creators, Anupama Gowda and Malayalam speaking content creator Jasnya. They created videos about a mystery box they received from ZEE5 regarding a big upcoming announcement they had to keep a secret from their fans After much anticipation, the big reveal about ZEE5’s launch was revealed to the fans the following day via Instagram stories.
Telugu speaking macro influencer Mehaboob, Kannada speaking macro influencer Anupama and Tamil speaking macro influencer Nisha, create the buzz about the RRR’s launch on ZEE5 with ‘secret hampers’ from ZEE5.
Being one of the first few south Indian films that mass audiences across the country were keenly anticipating, the teams roped in Hindi and English speaking creators Neel, Viraj Ghelani and Harsha Chemudu, Danish Sait, Dolly Singh and Funcho’s Dhruv and Shyam for the campaign “Asli Bhaasha Mei Asli Maza Hai” wherein via various video sketches the message was amplified, that the best way to enjoy RRR is by watching it, in its original language with subtitles.
Hindi speaking macro-influencers Viraj Ghelani, Dolly Singh, Funcho’s Dhruv and Shyam create comic sketches about watching RRR in Telugu with English subtitles to get the authentic feel of the movie.
English speaking macro-influencer Danish Sait and Hindi speaking macro-influencer Neel create comic sketches about watching RRR in Telugu with English subtitles to get the authentic feel of the movie.
Speaking on this milestone a ZEE5 company spokesperson stated, “RRR has been a phenomenal success for us, and the film has struck a chord with the audiences across the globe. At ZEE5, our focus has always been on reaching out to the right audiences, catering to their diverse needs with quality content across genres. The 360-degree influencer campaign across languages enabled us to strengthen our connection with the wide-ranging South Indian diaspora across the globe and we appreciate the dedication and hard work done by Pollen. We shall continue to cater to our audiences with quality offerings and bolster relationships with the audiences through such compelling marketing innovations.”
Adding to this Aarushi Sethi, Business Head, Pollen (Zoo Media) said, “Over the past 18 months we’ve worked strategically to create and improve our presence across regional markets and industries while working with some great regional content creators. South India is a mini-India in itself with many intricacies and I believe that promotional activities in regional markets are going to boom this coming year. We’re glad to have kickstarted this trend with a blockbuster like RRR and we look forward to collaborating with talented regional creators and doing many such campaigns in the coming times.”
The campaign is currently live on each Influencer’s Instagram handles. The film RRR is available on ZEE5 in Tamil, Telugu, Kannada and Malayalam.