Amazon sparked viral social media buzz for a streaming show in India with a clever play on a character's name.
Objective
Users of Amazon miniTV, a free OTT platform on the Amazon shopping app, eagerly anticipated the launch of Badtameez Dil, an Indian romantic drama. Amazon's objective was to create buzz and awareness around the show and generate viral engagement around the phrase "Karan Badtameez Hai."
Amazon's challenge was to spark anticipation and excitement around the show's trailer in a relatable way. The company ingeniously harnessed the name "Karan," a common Indian moniker, intertwining it with the show's title to create the viral phrase, "Karan Badtameez Hai." This clever approach resonated with the audience, sparking conversations and curiosity.
To ensure the trend stayed connected to the show, Indian actor Barun Sobti strategically guided the audience to the official trailer on YouTube.
Context
Romantic dramas often thrive on star power and compelling collaborations; however, this campaign connected well with digital consumers by giving them a relevant trend to hop on. By drawing conversations and engaging the audience, the campaign generated interest and excitement for the show.
Target Audience
The target audience for Amazon's effort included Indian millennials and members of generation Z — more specifically, people between the ages of 18 and 35 living in tier 2 and 3 cities.
Creative and Media Strategy
Amazon's creative strategy capitalized on the common name "Karan" in India. Instagram, known for trends, was the company's primary channel, ensuring a perfect blend of creativity and platform choice. TV personalities' involvement amplified the trend organically. Real-time results guided adjustments, ensuring continued engagement. Different markets were considered, aligning strategies with local trends and preferences, ensuring a seamless blend of creativity and audience relevance across platforms.
The entire campaign was executed digitally as Amazon wanted to leverage viral marketing and create a bustling trend around the phrase "Karan Badtameez Hai." The company initiated the campaign with the lead actress, Riddhi Dogra's post saying "Karan Badtameez hai." She confessed on her Instagram handle that she had had her heart broken by Karan and asked the audience if they had had the same experience with a Karan. Soon, the conversation was joined by well-known TV personalities such as Karan Singh Bora and Karan Wahi, setting off a chain reaction that was quick to spread across the internet.
To amplify the trend, Amazon also collaborated with popular content creators like Sagarcasm, The Indian Memes, The Indian Idiot, and Rashi Acharya. Later on, other brands like JBL, Park+, Proost, and Smagz Foods organically joined the conversation.
Incorporating a strategic blend of social media and mobile marketing, Amazon's campaign found a sweet spot in cost-effectiveness, as it encouraged the creation of user-generated content. Instagram emerged as the focal point due to its engaging format and widespread user base. This approach not only ensured active participation but also leveraged the platform's visual appeal to captivate the audience.
Moreover, Amazon's mobile marketing strategies ensured seamless user experiences on smartphones. By optimizing accessibility, Amazon reached diverse demographics, aligning with their preferences and behaviors. The campaign's success lay in this careful selection of channels and technologies, allowing Amazon to achieve significant impact despite constrained resources. Through creative engagement and strategic utilization of these platforms, Amazon maximized its outreach and audience engagement, demonstrating the potency of effective digital integration.
Amazon's campaign not only met but exceeded its objectives, all within a small budget. The hashtag #KaranBadtameezHai went viral, engaging over 100,000 individuals named Karan on Instagram and X, formerly Twitter. This organic conversation reached a staggering 35 million people, creating considerable buzz around Amazon's show. The impact was impressive, evident in the show's trailer racking up an impressive 10 million views on YouTube.
