Greetings, reader! Welcome to #MarketSpotlights, an interesting series brought to you by Team BUSFAM, an expert social media marketing agency. In this segment, we will share our views on the marketing strategies of different brands and the world around us. Today we will talk about the marketing strategy of Amazon Prime Video’s comedy-drama series Panchayat Season 3.
Before the launch of any web series, OTT platforms try their best to create a buzz and anticipation among the audience. Teasers and trailers are launched to share a glimpse of the story, and characters to generate interest among the audience.
The marketers even try to collaborate with influencers and popular shows to have a significant reach by showing a preview of the episodes. Moreover, press conferences and promotional events are organised to allow interaction with the actors and directors with the sole purpose of maximising engagement.
Now, one such marketing which has become the talk of the town is Amazon Prime Video’s “Lauki Strategy” to promote their web series Panchayat season 3. The lauki was the basic element of the entire show and no one even thought that a simple bottle gourd would create so much hype.
Bottle gourd, what we call lauki is a simple summer vegetable cooked in almost every Indian household. However, it is hard to believe that a lauki can become a part of unique storytelling to engage the audience.
In the entire series narrative of Panchayat, lauki has played an integral role. Since the first season, the lauki has been a constant theme and the audience has grown a fondness for it. Hence, the whole objective of using the lauki as a marketing strategy was to establish a connection with the emotions of the audience and help in brand recall to the fans. The quirky marketing strategy aimed to encourage the viewers to watch the next season with the same enthusiasm.
The entire promotion was week-long and included both online and offline platforms. Millions of people engaged with the lauki, resulting in the success of the campaign.
The campaign was initiated with the launch of the website and asked the visitors to pluck the lauki online to unveil the launch date of the series. It was a huge success as millions of laukis were plucked off from the website.
To grab the attention of the passersby several hoardings and billboards were placed in Mumbai and Delhi featuring the lauki memes with the launch date of the season.
Moreover, Amazon Prime Video even took the initiative to visit several big and small markets worldwide. The markets were flooded with lauki featuring the release date accompanied by a visit by the star cast.
Capitalising on the buzz, the makers of the series urged the viewers to take a selfie with a lauki and post them on social media. This tactic became an overnight sensation and garnered nearly 11 million impressions.
The lauki promotional drive showed Amazon Prime’s dedication to coming up with entertaining content and a genuine interest in engaging with the fans.
Amazon’s Prime Video marketing for Panchayat is truly an interesting and innovative approach. It has all the elements to ignite audience excitement and remind them why they love the show. The marketing strategy also had an entertainment value making it more effective in conveying its story to the viewers.
Instead of deploying the same old promotions before the release of a film or web series, Panchayat’s lauki marketing was simple yet intriguing to promote the show as a remedy for worries.
Amazon blended both online and offline mediums to spark curiosity among the viewers and tried to create a buzz among its fans across all platforms.
Panchayat’s association with something as simple and everyday item as lauki is not just about promoting the web series. It is also a unique marketing angle proving that entertaining content along with creative thinking can be a great way to promote a show to resonate deeply with the audience.
Panchayat’s use of lauki marketing brought excitement among the audience and made this hit earning a lot of positive reviews. Season 3 was also able to capture the audiences’ hearts just as Seasons 1 and 2.
This was BUSFAM’s social media marketing agency perspective on Amazon Prime Video’s comedy drama-serious Panchayat Season 3 marketing strategy.
Stay tuned for another #MarketSpotlights.