The Originals have Arrived
All eight episodes of the show starring Kunaal Roy Kapur were available on the platform from September 24.
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.” ■