The Opportunity
Capitalizing on Gold: Riding the RRR awards wave to peak glory
Hollywood Awards season 2023 was spectacular for India’s own RRR, as it garnered prestigious accolade after accolade on the international circuit, creating a watershed moment for Indian cinema.
The Solution
Awards Compilation Video
While it became a means of moment marketing for other brands, for ZEE5 Global it was a special moment as the film was available in its OG Telugu version, in the form it was meant to be experienced, along with other regional languages.
Regional Language Availability Showcase
DViO Digital had to ensure this instance of desi cinematic history, involving a film on the platform, received all the aplomb it deserved with dazzling creatives for every major win and nomination.
It was also a rare, ephemeral moment where moment marketing capitalization would prove to be very lucrative as RRR’s international awards success meant it was serving as a gateway for even non-desi audiences across the world keen to experience the variety of entertainment offerings from India, so why not direct them to ZEE5 Global which had the movie that was on the exclusive Oscars list!
Oscar Nomination Congratulatory Video
Tilt the Phone Engagement Reel
Of course, the biggest breakout was the Oscar congratulatory post for RRR, which was a painstakingly hand-drawn illustrated reel with an infinite zoom technique, and a topical award winner in its own right, bringing home the MCube award for Best Moment Marketing in 2023
The Outcome
The asset videos created to capitalize on RRR’s Oscar nomination and subsequent win for ZEE5 Global went on to enjoy combined views of 541K across platforms, incredible for an Indian OTT brand operating in international markets.
The success of both the campaign and the movie on the global awards front dovetailed perfectly into the #SubsOverDubs campaign. Inspired by a cheeky clap back on Twitter at a rival OTT platform that was trying to take ownership of the Naatu Naatu win for itself despite, as fans in the comments pointed out, only had the dubbed Hindi version of RRR, DViO decided to celebrate the unique experience of discovering narratives in different languages, with movie/show subtitles, something a viewer won’t get from watching dubbed versions of regional films.
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