For its ‘monster’ weekend early-prime-time show Haiwan: The Monster, ZEE TV had introduced a disruptive OOH campaign to pique people’s interest, generate curiosity and spark conversations. After all, the channel has high hopes from its partnership with Balaji Telefilms, which has given Indian television many of its biggest hits over the past.
And so, to launch the show which seeks to reinvent the genre of science-fiction with elements of drama, romance and action for Indian television audiences, ZEE TV apparently pulled out all stops in Mumbai, Delhi and Gujarat (primarily Ahmedabad, we understand), where a teaser-driven campaign was rolled out across outdoor.
And since the weekend primetime thriller promises to unleash perhaps the biggest scifi monster viewers have seen on television yet, the channel teased-introduced the character of Haiwan through a series of intriguing unbranded billboards featuring just the eerie eyes and fingers of the Haiwan with the warning, ‘Shehar Mitaane Aa Raha Hu Main!’
This was strategically supported by radio presenters talking about such sightings in the cities, asking listeners to guess what they thought the billboards were about, and to click pictures with the billboards and post them on social media with their interpretation of the same.
With an integrated approach cutting across mediums to drive conversations on the Haiwan, Zee TV had audiences sharing elaborate interpretations.
In the second phase of this campaign, the hoardings finally revealed the brand, the show name, the characters and the concept.
The social media platforms, too, were used to unveil the concept through interesting memes and video graphics. As a response to this, the engaged audience not only appreciated the initiative but also drove conversations on the Sci-Fi genre across Twitter and other social media platforms, leading to interesting organic promotions for the show.
Haiwan: The Monster follows the story of long-cherished friendships and a love triangle that sees a bromance turn into bad blood. The show premiered on 31st August at 7 pm and boasts of a cast that includes Riddhima Pandit, Ankit Mohan, Param Singh, Hiten Tejwani, Dalljiet Kaur and Manini Misra among others.