Trailer Reactions

Famous women celebrities from the industry such as Diana Penty, Vaani Kapoor, Athiya Shetty and Shalini Pandey shared their reactions to the trailer of Dahaad to increase conversations about the trailer on their Instagram handles and an exclusive interaction & trailer review between American YouTuber, reviewer, and social media personality – Jaby Koay with Vijay Varma as he speaks about his experience on Dahaad.

Concept-based countdown videos

A cat-and-mouse themed series of countdown reels 3 Days to go, 2 Days to go, 1 Day to go, were planned to anticipate the show’s release with the 4 key talents

Scavenger Hunt
An Instagram first user engagement activity where Sonakshi Sinha sent her followers on a hunt across Instagram to stop Vijay Varma from hiding behind different personalities’ Instagram profiles – KL Rahul, Manish Malhotra, Arjun Kapoor, and Divyenndu Sharma to promote the show on the release day. A photo of Vijay Varma was posted on the celebrities’ Instagram feeds where the audience commented ‘CAUGHT’ and tagged Sonakshi Sinha. The activity ended on Prime Video.
Munna Bhaiya Crosses Paths with Anand
Leveraging the popular Amazon Original – Mirzapur, a crossover video of Munna Bhaiya and Anand as Munna tries to get under the skin of Anand, grilling and accusing him of being the mastermind behind 28 missing women. The video was further amplified through three mediums;

i) 5 Popular Influencers such as Ronit Ashra, Kashika Kapoor, Aatman Desai, RJ Abhinav & Riya Kishanchandani posted 1 Instagram Story each by recreating and reacting to their favourite scenes from the crossover video in  their unique ways,

ii) Top 10 Meme Pages & 50 Bollywood Pages natively shared the video on their IG feeds, and

iii) 4 Macro Influencers such as Trendulkar, Sagarcasm, Rofl Gandhi & Gabbar Singh quote tweeted PV’s post with quirky captions.

Influencer Amplification
Meme Amplification
Seeding Amplification
Twitter Amplification
Profile Strikethrough

To follow the look and feel of the title’s logo, the key actors and the makers of the show added a strikethrough to their Instagram names

Stylised Photoshoot

To enter into the world of Dahaad, a stylized photoshoot was done with the 4 key actors of Dhaad in a rustic setting inspired by the show’s theme.

Sonakshi Sinha
Vijay Verma
Gulshan Devaiah
Sohum Shah
Influencer Activities

Inside the mind of Anand ft. Suhani Shah – Known for convincing others that what they did was simply magic and not a trick threw multiple questions to Vijay Varma about his character’s daily routine and used her skills to guess the final number correctly, leaving everyone speechless.

Bike Rally

As an ode to women’s fearless spirit, Sonakshi Sinha took her bike riding skills to the next level as she rode with over a hundred women bikers to form the logo of Dahaad. Giving tribute to the sisterhood, Sonakshi, along with 100+ women bikers came together to make the most prominent ‘Dahaad’. Popular content creator Ruhee Dosani created a reel with Sonakshi Sinha which was published on Instagram.

Premiere for the Industry & Industry Support

A special premiere of 2 episodes was held for the industry and celebrities like Farhan Akhtar, Divyenndu Sharma, Sobhita Dhulipala, Aparshakti Khurana, Sayani Gupta, Huma Qureshi, Gourav Adarsh, and more before the show launch. Throughout the campaign, famous personalities such as Huma Qureshi, Saqib Saleem, Kubra Sait, Sayani Gupta and Vikramaditya Motwane shared their support for the key actors and Dahaad on their IG stories.

AMA on Sonakshi Sinha’s Instagram

After the release, Sonakshi Sinha conducted an organic AMA activity on her IG story as she engaged with her followers and gave them behind-the-scenes content with sassy replies.

DAHAAD Filter Amplification
Micro influencer Amplification

Two weeks after the release, an interactive and informative AR filter was launched which gave users to identify red and green flags as they were given multiple scenarios with two choices each where they have to choose by tilting their head to the left or right respectively.

Social Media Amplification

Trailer snippets and cut downs stills from the series, Vijay Varma’s mothers Day post & the crossover video with Munna Bhaiya were seeded, across a mix of Bollywood, Cinephile & Meme Pages. Various forms of memes were created to increase the series’ exposure through this medium. Different meme templates such as Vijay Varma’s Smile dialogue, Gulshan Devaiah & Sonakshi Sinha’s stills  from the series were distributed amongst top meme pages. 

Twitter Amplification
APV Editorial Content

Generating a conversation around the series and keeping the elements like the unique crime, cat & mouse chase and mystery in mind. The content had elements to show the audience a glimpse of the series through different formats like videos dialogue statics and reels focusing on the core theme.