The Orig­i­nals have Ar­rived

All eight episodes of the show star­ring Ku­naal Roy Ka­pur were avail­able on the plat­form from Septem­ber 24.

The Brand Reporter - - ADVERTISING - By Su­raj Ram­nath su­raj.ram­nath@afaqs.com

Eros Now, the sub­scrip­tion-based video on de­mand (SVOD) plat­form by Eros In­ter­na­tional is launched its first orig­i­nal series - Side Hero. All episodes were avail­able for binge-view­ing from Septem­ber 24, 2018.

Di­rected by Rohan Sippy, Side Hero stars Ku­naal Roy Ka­pur as a fic­tion­alised ver­sion of him­self, try­ing to be­come a lead hero and prove that act­ing is not just a ‘hobby’.

With an aim to en­gage with the au­di­ence, Eros Now has un­der­taken a ro­bust 360-de­gree mar­ket­ing cam­paign to pro­mote Side Hero. The OTT plat­form plans to strate­gi­cally en­com­pass mar­ket­ing el­e­ments such as on-air pro­mo­tions, cre­at­ing so­cial me­dia buzz, on-ground as­so­ci­a­tion, out­door cam­paigns, ra­dio spots, and var­i­ous PR tools, mak­ing it an im­pact­ful cam­paign. Side Hero will be ex­ten­sively pro­moted on ma­jor broad­cast chan­nels through a 15-day-long cam­paign along­side ag­gres­sive pro­mo­tions on lead­ing ra­dio sta­tions in Mum­bai, Delhi and Ban­ga­lore. Eros Now will also tac­ti­cally use the out­door medium for pro­mo­tions at 100+ sites in Mum­bai.

Tak­ing ex­pe­ri­en­tial on-ground en­ter­tain­ment to its in­flu­encers and stake­hold­ers, Eros Now will host an open-air screen­ing in Mum­bai. The dig­i­tal en­ter­tain­ment plat­form will also use its ex­per­tise across so­cial me­dia plat­forms like Face­book, Twit­ter, In­sta­gram, and Snapchat for en­gag­ing the

in­flu­encers and users alike.

Talk­ing about the new series, Ridhima Lulla, chief con­tent of­fi­cer, Eros Group, says, “Side Hero is a moc­u­men­tary on Ku­naal Roy Ka­pur’s life and how he has been a ‘side hero’ and we are go­ing to play on that.”

Ali Hus­sein, chief op­er­at­ing of­fi­cer, Eros Now, adds, “The way we are po­si­tion­ing it is this is a show about Bol­ly­wood that makes fun of Bol­ly­wood, from the mak­ers of Bol­ly­wood.”

The plan was to launch this series in 2015. Talk­ing about why it took so long, Lulla says, “Rohan and Ku­naal had come to us with the idea in 2015 and we went through a rig­or­ous process. The three of us shot the pilot and our fo­cus group tested it. We got re­ac­tions from dif­fer­ent au­di­ences across In­dia and saw how we could im­ple­ment those re­ac­tions and make sure that the show’s story be­came stronger. So, it took a while and all shows need that kind of time for de­vel­op­ment and writ­ing.” ■

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