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<ul><li>A few weeks after its launch, Amazon Prime Video offers a glimpse into the unique marketing strategy behind the recently launched Amazon Original Series <keyword id="9232238" type="UNKNOWN" weightage="20" keywordseo="paatal-lok">Paatal Lok</keyword>. </li><li>Gaurav Gandhi, Director and Country GM, Amazon Prime Video India shares tips on how to execute a large-scale marketing plan amid the lockdown.</li></ul>With a release during the nation-wide lockdown period, the digital streaming service faced various limitations to promote the show, including lack of outdoor campaigns. Below are excerpts by Gaurav Gandhi, Director and Country GM, Amazon Prime Video India on how these limitations were turned into opportunities. The Marketing Campaign Paatal Lok’s marketing campaign had three dimensions to it. The first was to bring the title to life ‘Paatal Lok’ – a word that derives itself from Indian mythology, and make it relevant &amp; contextual for audiences. We borrowed the concept of the three realms – Paatal Lok, Swarg lok, Dharti lok - layering them with present day context, to construct a relatable yet intriguing concept. Central to the campaign was the concept, story and the characters – and that really was the core of the campaign. ‘Haathiram’ , ‘Hathoda Tyagi’ , ‘Sanjeev Mehra’ were all powerful characters and we put them in the context of the three realms. The third element of the campaign was the unique visual language of the show which made it totally stand out. The unique thing about the phases of this campaign were that in addition to our efforts (of anticipation, launch and sustenance), the love for the show inspired a huge wave of ‘fan’ led marketing. In addition to the great critic and media reviews, the show created a pop culture moment of its own that saw fan-art to memes to other brand’s doing ‘moment marketing’ using the three realms – Paatal Lok, Swarg lok, Dharti lok. All of it further added to the show’s appeal and fandom. Change in marketing strategies with the absence of OOH and other outdoor medium With the growing popularity of the show, the distinctly different worlds of the show or the ‘Loks’ have become a pop cultural reference. This thought was seeded by the marketing team in early stages of the campaign along with a distinct visual identity. The campaign kicked off with an intriguing teaser, which was originally supposed to be filmed, but the team quickly pivoted to create an animated spot (given the lockdown), with Jaideep Ahlawat (Haathiram) lending his powerful voice to it We realised that given the lockdown the Media choices will be limited so the team decided to go even bigger on social and digital media (with support from TV). The campaign had a lot of hooks to engage &amp; build intrigue – a good example of this would be the a cryptic significance behind the time of the release of the trailer i.e. 11:34 am IST. The time, if read upside down, spells HELL (Paatlal) – and this was only revealed when we provided a preview of the trailer on the microsite 12 hours before its official release at 11:34 pm IST. The talent , creators and the team at Amazon Prime Video continued to build on the excitement for the customers using themes linked to the ‘Loks’, ‘visual language’ or now ‘iconic’ dialogues from the trailer right till the day of launch. 24 hours before the show’s launch, the creators, producers and talent of the show turned (upside down) their Twitter profile pictures to build the narrative of an upside down/inverted world. Moment Marketing Paatal Lok saw huge organic flow of memes which shows ‘fandom’ &amp; ‘love’ for the show and its characters. The format for the distinctly different realms of the show was introduced by us on the trailer launch day to contextualize the 3 loks, and once audiences got intrigued and connected with it, several brands took note of the same and tapped on it for their social communication thus further propelling it into a big pop cultural moment. Paatal Lok will join the thousands of TV shows and movies from Hollywood and Bollywood in the Prime Video catalogue. These include Indian-produced Amazon Original series such as Four More Shots Please, Paatal Lok, The Forgotten Army – Azaadi Ke Liye, The Family Man, Mirzapur, Inside Edge and Made In Heaven, as well as award-winning and critically- acclaimed global Amazon Original series like Tom Clancy’s Jack Ryan, The Boys, Hunters, Fleabag and The Marvelous Mrs. Maisel, all on Prime Video, which is available at no extra cost for Amazon Prime members. The service includes titles available in Hindi, Marathi, Gujarati, Tamil, Telugu, Kannada, Malayalam, Punjabi and Bengali.

How Amazon Prime managed to make Paatal Lok talk of the town through its marketing strategy

<ul><li>These are the newly released shows which you can binge-watch on Netflix, Amazon Prime Videos, <keyword id="6245082" type="LOCATION" weightage="20" keywordseo="ZEE5">Zee5</keyword> and other streaming services.</li><li>Keep track of new stories with Business Insider India. </li></ul>Weekend is here and the lockdown has everyone craving for new content to pass the time. OTT platforms like Netflix, Amazon Prime, Hotstar, Zee5 and others are working on churning out new titles in order capitalise on this opportunity. These are the newly released shows which you can binge-watch on Netflix, Amazon Prime Videos, Zee5 and other streaming services: <div type="Article" hostid="261" msid="75798040" title="CBSE announces class 10th and 12th date sheet for the remaining subjects" mstype="2" mssubtype="0"></div> Paatal Lok on Amazon Prime Video <div type="image" title="XX" msid="75771966" hostid="261"></div> Stars: Jaideep Ahlawat, Niharika Lyra Dutt, Neeraj Kabi Description: Paatal Lok is a new crime-thriller series which released on Amazon Prime Video on May 15. It is based on a story of a cynical police officer who comes into the spotlight after four criminals are arrested over an intense car chase. Every step the police officer takes to solve the case he inches close to the underworld or “the netherworld of injustice.” Kaali 2 on Zee 5 <div type="image" title="pjimage-44-1" msid="75771940" hostid="261"></div> Stars : Paoli Dam, Vidya Malvade, Abhishek Banerjee Description: Kaali 2 is a sequel to Bengali web series Kaali. It is the story of a mother who would do anything to save her child. Season two is the continuation of the story where Kaali was forced to do illegal activities. Maleficent 2 on Disney+ Hotstar <div type="image" title="maxresdefault" msid="75771932" hostid="261"></div> Stars: Angelina Jolie, Michelle Pfeiffer Description: The second instalment of this epic fantasy adventure picks up several years after Maleficent and follows the ascendant princess Aurora and the darkly charismatic Maleficent. Together they try to navigate the complex dynamics between them, form new alliances and confront new adversaries - all in a bid to protect their land and its subjects; taking families on a spellbinding new journey. ALSO READ: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/education/news/isc-english-and-maths-exams-will-now-be-of-80-marks/articleshow/75803321.cms">ISC English and Maths exams will now be for 80 marks — the remaining 20 will be on project work</a> Betaal on Netflix <div type="image" title="betaal_trailer_1588920179971." msid="75771910" hostid="261"></div> Stars : Viineet Kumar, Aahana Kamra, Suchitra Pillai, <keyword id="6357753" type="PERSON" weightage="20" keywordseo="Shahrukh-Khan">Shahrukh Khan</keyword> Description: Betal featuring Shahrukh Khan is a story of an officer who is hired to displace a tribal area. Things take a turn when he discovers a curse on that place and a whole zombie army from the British Era. Mira: Royal Detective on Disney Kids <div type="image" title="154794_MIRA_02-scaled" msid="75771897" hostid="261"></div> Voice: Leela Ladnier Description: Mira, a young girl who looks at things with her own unique lens to gain different perspectives and help others in her community. She is appointed as the Royal Detective in the Indian-inspired kingdom of Jalpur to solve mysteries. ILLEGAL on Voot Select <div type="image" title="Illegal" msid="75848577" hostid="261"></div> Cast: Piyush Mishra, Neha Sharma, Akshay Oberoi, Satyadeep Mishra, Kubbra Sait Directed by: Sahir Raza Description: Illegal is a racy legal drama that questions whether all lawyers are mercenaries or can some resist the lure of greed, ambition and power and fight to win defining judgements that hold the bar of justice high. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/markets/news/foreign-investors-fpi-sold-shares-despite-modi-20-lakh-crore-stimulus/articleshow/75807397.cms">Foreign investors sold shares worth over a billion dollars in the last four trading days⁠ while India was unveiling it’s ₹20 lakh crore stimulus</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/markets/news/indusind-icici-bank-hdfc-bank-and-sbi-among-top-10-losers-in-nifty-bank/articleshow/75805726.cms">From IndusInd to ICICI Bank to SBI ⁠— banks were among the worst-hit despite the government pause on new bad loans</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/share-price-impact-on-hul-d-mart-maruti-tata-motors-as-per-goldman-sachs-china-data/articleshow/75786721.cms">Goldman Sachs’s China recovery data can spark hope for HUL and D-Mart, and make Maruti, Tata Motors and IndiGo more anxious</a> <a href="https://www.businessinsider.in/tech/news/a-gmail-scammer-tried-to-impersonate-a-four-star-us-army-general-to-catfish-a-married-woman/articleshow/75769666.cms">A Gmail scammer tried to impersonate a four-star US Army general to catfish a married woman</a>

Paatal Lok, Kaali 2 and other shows that you can stream on Netflix, Amazon Prime Videos, Zee5  Disney+ Hotstar, and Voot

By Justin Rao Mumbai, May 17 () Actor Gul Panag says the coronavirus pandemic has laid bare the "inconvenient truth" of the socioeconomic divide in our society and her latest project "Paatal Lok" drives home the very point.The neo-noir series, also starring Jaideep Ahlawat and Neeraj Kabi, takes a deep dive into the hinterland India in the form of an investigative thriller, while talking about crime, politics, caste, and class divide. Gul said the Amazon Prime Video Original series isn't an "empty entertainer"."It'll leave you with a lot to think about things which otherwise you wouldn't think about... With the migrant crisis that has come out post COVID-19, the inconvenient truth that we would barely talk about or refer to... It's exactly the kind of truth that 'Paatal Lok' has brought home to all of us," the actor told in an interview."The timing couldn't have been more apt. There's a layering of society we see on the show and there's a layering of society that the COVID crisis has revealed," she added.Gul hopes people who watch the web series amid the lockdown take away "greater empathy" in the current times."'Paatal Lok' reveals a deep dark side of our society, one which is simmering with a lot of stress and conflict beneath its surface. I hope in the light of what the lockdown has also revealed about our society, people walk away with a sense of greater empathy."(I hope) they walk away with compassion for those who aren't like us. They could be better off than us or worse off, but we must have empathy."Written and created by Sudip Sharma, "Paatal Lok" follows a washed-out Inspector Hathiram Chaudhary, played by Jaideep, who lands the case of a lifetime when four suspects are nabbed in the assassination attempt of a prime time journalist (Neeraj).Gul, who plays a middle class housewife Renu to Hathiram on the show, said the first thing that attracted her to the series was its "superlative writing"."The writers had layered the narrative with so much with the socioeconomic divide that exists across our society. It's a difficult thing to do, to manage so many layers and not diverge from the narrative that they were setting in."Calling Renu the "only bright spot" in the entire series, "The Family Man" actor said her character is the only person who is trying to make the most of her situation."Up until the case falls into her husband's lap, his career wasn't going anywhere and she had made peace with that as well. "Even though their son is unhappy because they've put him in a school which is socially out of their league, the husband is frustrated, but in all of this she decides to take them under her wing so that they remain as happy as possible," she added. Gul is happy that the show, which began streaming on May 15, is already amassing acclaim. "It's gratifying to know that something you're a part of is being appreciated by the people. It's a gritty show and a brave attempt to be able to tell so many different stories in one section. The fact that the attempt has paid off is very rewarding."Produced by actor Anushka Sharma's Clean Slate Films, "Paatal Lok" also features Swastika Mukherjee and Abhishek Banerjee. JUR RDS SHDSHD

Like COVID crisis, 'Paatal Lok' also unravels inconvenient truth of society: Gul Panag

<ul><li>Amazon Prime Video's Mirzapur is the most spoken about and the most-watched show on its platform. </li><li>To build some hype around the release date of season 2, Amazon Prime decided to leverage the show's fandom and create a micro campaign for the announcement. </li><li>Here is how the campaign was executed and how Amazon Prime created a buzz around Mirzapur 2 on social media.</li></ul>Amazon Prime Video’s Mirzapur is the most spoken about and the most-watched show in India. Since the launch of season in 2018, the fans have been asking for Season 2 of Mirzapur on all possible platforms through an acronym created by Prime Video, #MS2W, which stood for <keyword id="9745791" type="UNKNOWN" weightage="20" keywordseo="mirzapur-season-2">Mirzapur Season 2</keyword> When? Amazon Prime Video leveraged its show fandom and created a micro campaign to announce the release date. Objective: The objective of this activity was to harp on the fandom of the show to announce the season 2 date and gratify the fans for their support by announcing the S2 Release Date. Creative Idea: After a viewer finishes watching the first part of a series, they take to social media to check when the next season is launching. The thought lingers for a few more days and they move on. However, with Mirzapur, the fandom was on another level. They religiously asked for Season 2 in the comments of almost all posts for two years. To honour their love for Mirzapur, Amazon Prime Video did a micro campaign appreciating their fandom and sharing season two’s release date. The idea was to design the campaign by the fans, for the fans, to the fans. Challenges: Due to the time-gap between the 2 seasons, Amazon Prime Video had to make sure that they evoke the right feelings and got the fans excited about Season 2’s date announcement without fueling their frustration or anger for making them wait for S2 for 2 years. So they decided to launch a 4-day micro campaign. Execution: To announce the Release Date of Mirzapur Season 2, Amazon Prime Video initiated a 4-Day micro-campaign (starting 08/21) on social media with a <a href="https://www.youtube.com/watch?v=fUeyAItugv8&amp;t=3s">Video</a> paying ode to the Fandom shown for Mirzapur since S1 launch. This video evoked all the right feelings in the fans &amp; they were quick to continue their ask for #MS2W. <div type="Youtube" id="fUeyAItugv8" title="Mirzapur - An Ode To Fandom | Amazon Prime Video" thumbUrl="https://i.ytimg.com/vi/fUeyAItugv8/mqdefault.jpg"></div> To amplify the conversations around the hashtag, Amazon Prime Video pushed fans to ask #MS2W one last time through a <a href="https://www.facebook.com/events/1223322448000480/">Facebook Event Page</a> and collated and shared some of the best responses on Amazon Prime Video and <a href="https://www.instagram.com/p/CEMKSdrBVvg/?igshid=iqdr7gty25d3">Mirzapur</a> Handles. <div type="image" title="ms2w" msid="77925675" hostid="261"></div> A day before releasing the Announcement Date, it asked the audience to join the <a href="https://www.youtube.com/watch?v=D5ZU8uS6KEM">YouTube Premier</a> scheduled for August 24 at noon to find out the date through Amazon Original Crossover videos (<a href="https://www.youtube.com/watch?v=5RB8-RmcveY">PL</a>, <a href="https://www.youtube.com/watch?v=awOZVWFJrAU&amp;t=1s">BB</a>, <a href="https://www.instagram.com/p/CEQcwRvDOSt/?igshid=10zjxzcuywzmm">TFM</a>, <a href="https://www.instagram.com/p/CEPbhyMhh4i/?igshid=12gsm5xna1jc7">HD</a>, <a href="https://www.instagram.com/p/CEPbhyMhh4i/?igshid=12gsm5xna1jc7">BITS</a>, <a href="https://youtu.be/7n6f6CQzIAk">4MSP</a> &amp; <a href="https://www.instagram.com/p/CEPfHboA4P4/?igshid=4gz6wg2d78cy">PY</a>) asking for Season 2’s release Date. On the day of the announcement, Amazon Prime Video premiered the <a href="https://www.youtube.com/watch?v=D5ZU8uS6KEM">announcement video</a> on its YouTube. <div type="Youtube" id="D5ZU8uS6KEM" title="Mirzapur 2 - Release Date Announcement | Amazon Original" thumbUrl="https://i.ytimg.com/vi/D5ZU8uS6KEM/mqdefault.jpg"></div> Results: Quantitative &amp; Qualitative The Date Announcement video premiered on Prime Video India’s Youtube Channel &amp; 104K+ people saw the premiere together on 08/24 at 12 PM. Within an hour of announcing the Season 2 Release Date, #Mirzapur2 started trending on Twitter and peaked at position 2. <div type="image" title="mirzapur trending" msid="77925734" hostid="261"></div> This was Amazon Prime Video’s first-ever micro-campaign that has led to 3 videos to be trending simultaneously on Youtube (<a href="https://www.youtube.com/watch?v=D5ZU8uS6KEM">Release Date Announcement</a>, <a href="https://www.youtube.com/watch?v=fUeyAItugv8">Fandom</a>, <a href="https://www.youtube.com/watch?v=5RB8-RmcveY">Mirzapur X Paatal Lok</a>). Mirzapur 2 Date Announcement Video (With 5.8M+ views) is trending on #1 since 08/24. <div type="image" title="mirzapur announcement" msid="77925714" hostid="261"></div> An Ode To Fandom of Mirzapur video (With 4.4M+ Views) trended at #2 on YouTube on 08/22. <div type="image" title="mirzapur ode to fandom" msid="77925704" hostid="261"></div> A Hype Mashup video of Mirzapur X PatalLok (with 1.4M views) trended on #12 on 08/24. Details about the industry – size, projections, etc Amazon Prime Video is an Internet Video-On-Demand Service Provider and falls under the segment of Video Streaming (SVoD). Revenue in the Video-on-Demand segment in India amounts to US$166m in 2018. Revenue is expected to show an annual growth rate (CAGR 2018-2023) of 5.7%, resulting in a market volume of US$219m by 2023. The market’s largest segment is Video Streaming (SVoD) with a market volume of US$107m in 2018. Brand information: Produced by Excel Movies, comprising of a stellar cast like Pankaj Tripathi, Ali Fazal, Vikrant Massey, Divyendu Sharma Shweta Tripathi, Shriya Pilgaonkar, Harshita Gaur, Rasika Dugal, and others, Mirzapur is an Indian crime thriller web series. All episodes of the show were released on November 16, 2018 and the 1st Episode was exclusively available for free in order to attract Non-Prime Viewers.

Case Study: How Mirzapur series increased excitement around its season 2 announcement

<ul><li>Among the popular originals getting new seasons are Mirzapur, The Family Man, Four More Shots Please. </li><li>Whereas it has also announced 11 new series including Saif Ali Khan’s Dilli and Abhishekh Bacchan’s Breathe 2. </li><li>Amazon Prime also managed to rope in other top directors like Zoya Akhtar, Asif Kapadia, Nikkhil Advani, Ali Abbas Zafar, Rangita Nandy, <keyword id="18994" type="PERSON" weightage="20" keywordseo="kabir-khan">Kabir Khan</keyword>, Ritesh Sidhwani, Vikram Malhotra, Anand Tiwari among others. </li></ul> Jeff Bezos could have not repeated <keyword id="410704" type="PERSON" weightage="20" keywordseo="Amitabh-Bacchan">Amitabh Bacchan</keyword>’s dialogue, “Don ko pakadna mushkil hi nahi, namumkin hai.” It has now fairly well established that the top boss of Amazon knows the pulse of Indian audience. Moreso, after he announced 14 original shows on Prime Videos platform, in 2020. Bezos who is on a three-day visit to India said that he would be investing<a href="https://www.businessinsider.in/tech/news/amazon-is-dropping-1-billion-investment-on-india-and-ceo-jeff-bezos-said-a-us-india-alliance-will-be-the-most-important-this-century/articleshow/73273556.cms"> $1 billion across his streaming venture as well as e-commerce business.</a> But his announcement could put him on a close race with his competitor in India and elsewhere, Netflix which invested around Rs 3,000 crore on original shows. 
 
 <div type="Youtube" id="Cwh9zmC7saE" title="14 New Amazon Originals | Announcement | Amazon Prime Video | 4K" thumbUrl="https://i.ytimg.com/vi/Cwh9zmC7saE/mqdefault.jpg"></div>




 These new originals also includes next season of popular shows like Mirzapur, Inside Edge, The Family Man and Four More Shots Please. The crime show Mirzapur became so popular that Indian fans thronged the Internet for details on a second season. So much that, it became the most popular question on Quora. READ ALSO: <div type="Article" hostid="261" msid="73290359" title="Kamal Haasan's ₹25 crore loan revealed a lot about his finances after nearly 2 years in politics" mstype="2" mssubtype="0"></div>

 In a sneak preview Guddu played by Ali Fazal can be seen using crutches while Golu (<keyword id="1737042" type="PERSON" weightage="20" keywordseo="Shweta-Tripathi">Shweta Tripathi</keyword>) can be seen pointing a gun at someone. The platform will also have brand new series like Saif Ali Khan’s Dilli; along with Breathe 2 which will now feature Abhishek Bacchan. Kabir Khan’s The Forgotten Army — Azaadi ke liye featuring Sunny Kaushal and Sharvari Wagh is likely to be the first show to be released in 2020. Amazon Prime also managed to rope in other top directors like Zoya Akhtar, Asif Kapadia, Nikkhil Advani, Ali Abbas Zafar, Rangita Nandy, Kabir Khan, Ritesh Sidhwani, Vikram Malhotra, Anand Tiwari among others. Here are all the shows Amazon Prime has announced for 2020: <ol><li><keyword id="8600267" type="UNKNOWN" weightage="20" keywordseo="Mirzapur-2">Mirzapur 2</keyword></li><li><keyword id="8318034" type="UNKNOWN" weightage="20" keywordseo="The-Family-Man-2">The Family Man 2</keyword> </li><li><keyword id="8600266" type="UNKNOWN" weightage="20" keywordseo="Four-More-Shots-Please-2">Four More Shots Please 2</keyword> </li><li>Breathe 2 </li><li>The Last Hour </li><li>Bandish Bandits </li><li>Dilli </li><li>Paatal Lok </li><li>Gormint </li><li>Inside Edge 3 </li><li>Sons of Soil — Jaipur Pink Panthers </li><li>The Forgotten Army — Azaadi Ke Liye </li><li>Mumbai Diaries 26/11</li><li>Comicstaan (Tamil) See also: </li></ol><a href="https://www.businessinsider.in/business/corporates/article/watch-jeff-bezos-driving-e-rickshaws-doing-home-deliveries-and-chatting-up-shah-rukh-khan-the-amazon-top-boss-is-going-all-out-to-get-narendra-modis-attention/articleshow/73422776.cms?src=hp_latest">Watch: Jeff Bezos driving e-rickshaws, doing home deliveries, and chatting up Shah Rukh Khan ⁠— the Amazon top boss is going all out to get Narendra Modi’s attention</a>

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How Amazon Prime managed to make Paatal Lok talk of the town through its marketing strategy

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Like COVID crisis, 'Paatal Lok' also unravels inconvenient truth of society: Gul Panag

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Case Study: How Mirzapur series increased excitement around its season 2 announcement

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