Mumbai: ZEE5 unveiled the #AbHarMardKhatreMain campaign following the successful launch of the recent original horror comedy film “Kakuda”. The film has been running successfully on ZEE5 and has crossed the watch time of over 200 million minutes in just 10 days of its release.
As a part of the campaign, ZEE5 partnered with Swiggy through map integration within the app’s post-order delivery tracking screen. Within the tracking screen, Kakuda is following the delivery partner, blending delivery with entertainment. This collaboration garnered significant attention, prompting the audience to share the unusual Swiggy activity on social media. The two-day campaign generated more than 10 million impressions and sparked organic social media chatter.
ZEE5 #AbHarMardKhatreMein campaign kicked off on social media with people starting to spot warning notes across Mumbai, Delhi, and Bangalore, advising men to open their doors every Tuesday at 7:15 pm to avoid making Kakuda angry. Reels were then created by influencers, generating over 2000 comments and creating a significant social media buzz. The campaign also saw metros making announcements, warning men to beware of opening doors for Kakuda at 7:15 pm, further spreading awareness about Kakuda's wrath. The overall activity garnered 11 million views and a reach of eight million.
ZEE5 India chief business officer Manish Kalra stated, “We are delighted with the overwhelming response to our #AbHarMardKhatreMain campaign. The initiative was designed to raise awareness and generate buzz about 'Kakuda' in a fun and engaging way. Through this, our aim was not only to highlight the film's unique storyline but also showcase ZEE5's commitment to delivering compelling content and experiences that resonate with our audience.”
‘Kakuda’, starring Riteish Deshmukh, Sonakshi Sinha, and Saqib Saleem, is a movie, recently premiered on ZEE5 platform. It is set in the village of Ratodi in Uttar Pradesh's Mathura district. The film revolves around a peculiar ritual that demands the opening of the smaller door of each house every Tuesday at 7:15 pm sharp. Failure to comply with this rule invites the wrath of Kakuda, who punishes the man of the house.
