In the captivating world of entertainment marketing, where creativity
reigns supreme, MA & TH (Marching Ants and Trigger Happy), members of
Hakuhodo International, continue to create success stories. Their latest
triumph can be witnessed in the heart-pounding cop drama, Dahaad, streaming on
Amazon Prime. It is a hard-hitting, character-driven show that focuses on the
cat-and-mouse chase of powerhouse performers Sonakshi Sinha and Vijay Verma.
MA & TH pulled out all the stops to create an exhilarating
marketing campaign that took the curiosity one notch higher. This being
Sonakshi Sinha's first OTT project, the challenge was to introduce the
daredevil cop avatar of Sonakshi Sinha in a way that sparks conversations with
her fans. A one of its kind, on-ground event was conceptualised where Sonakshi
with over 100 women bikers, took over the streets of Mumbai to create a
larger-than-life Dahaad logo
There are many Crime Drama titles across OTT, that are based on serial
killers. The challenge was to differentiate in this clutter. An idea was born
to highlight Vijay Verma's character's multiple identities while committing
crimes. An intriguing front-page print innovation was devised, which had 27
matrimonial profiles of Vijay Verma’s different characters from the show.
Readers were surprised to wake up to see multiple avatars of the same actors.
On a similar thought, OOH innovation was carried out where Vijay
Verma’s identity was challenged. The headline of the OOH was “Yeh Vijay Verma
Nahi, Anand Hai!” and the name of Vijay Verma's character kept changing with
Earlier this year, Zee5 launched their biggest show Taj, Divided by
Blood, a period drama based on the Mughal Dynasty and their bloody battles of
succession. This posed a different challenge to the team. Young audiences are
weary of period dramas. They have developed an appetite for dark-period dramas
with flawed characters, dysfunctional families, and forbidden relationships. MA
& TH decided to pitch this aspect of Taj, Divided by Blood to the young
audience. The team conceptualised a never seen or heard, 'Main Tajdaar', a
Hindustani Rap song with breathtaking VFX visuals
An international crew was deployed by MA & TH for the VFX film,
while the rap song was helmed by a singer who had already created waves in the
Hip-Hop circuit. The rap anthem, "Main Tajdaar," set the internet
abuzz, captivating young netizens who were drawn into the series with the
groovy rap music and stunning VFX
This was just after their new high, the successful launch campaign for Zee5's TVF Pitchers Season 2. Pitchers Season 1 was a cult show in 2015, revered by the millennials. The new season of this cult was one of the most anticipated shows. And of course, the expectations were sky-high. On the back of this expectation, the announcement that the new season of Pitchers was on Zee5 was a creative challenge. The strategy and the creative team at MA & TH developed a cracker of an Idea " The Elevator pitch to Ashneer Grover". Ever since Shark Tank India saw record views in their first season, Grover has been credited for keeping the show about the entrepreneurial pursuits of young businessmen spicy with his wit, humour, and straightforward attitude. In the video, the cast of Pitchers, Arunabh Kumar & Naveen Kasturia, invite Ashneer Grover to their show on Zee5 to hear about their new business plan. This one-of-a-kind collaboration became a viral sensation. The chemistry between Ashneer and the show characters became so popular, that the makers decided to cast Ashneer Grover in the show. MA & TH also won an award for ‘Best Influencer Campaign’ at Marketer’s Excellence Awards by afaq’s for the same.
Joy Ghoshal, Co-founder & Chief strategy officer shared, "With each new outing, MA & TH has a relentless pursuit of creative and out-of-the-box thinking. This fiery passion fuels our marketing prowess and allows us to transcend the boundaries of conventional strategies. Our work is a testament to our unwavering commitment to pushing the limits of innovation and delivering extraordinary storytelling experiences."
MA & TH's marketing prowess continues to dazzle, with their
acclaimed campaigns for Jack and Jones featuring the dynamic Ranveer Singh,
along with successful endeavours for blockbuster films like Uri, Thappad, IB71,
and many more.
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