New Series Announcement teaser Amplification

An amplification campaign to generate buzz around Sidharth Malhotra’s role in Rohit Shetty’s new cop universe, the Indian Police Force, through seeding on Twitter and Instagram successfully captivated the audience for Rohit Shetty’s digital debut.

Influencer Amplification
SEEDING: Twitter Seeding
SEEDING: Instagram Seeding
#SwagWithIPF

A hook step for the IPF Tune increased visibility and inspired user-generated content. We created the challenge with Shilpa Shetty and Vivek Oberoi, and collaborated with e-celebs such as Awez Darbar, Mr. Faisu, Shakti Mohan, Garima Chaurasia, Siddharth Nigam, Matin, Neha Sharma, Riyaz Aly, Hasnain Aziz Khan take over this trend and create their own versions of it using the IPF Theme Music. The theme music on Instagram had 24K reels made on it, and #SwagWithIPF had 20K posts on Instagram in 14 days.

AMAZON DELIVERS BIG ACTION

Giant Amazon delivery boxes adorned with QR Codes was unveiled at 13 top locations across the country, inviting users to join the Indian Police Force through a web-based AR game. To amp up engagement, popular macro e-celebs such as Just Neel Things, Oye its Prank, and Yuvraj Dua graced the venues, while 140 nano influencers across the cities shared their experiences through vlogs. Vivek Oberoi’s presence at the Juhu installation drew eager crowds, adding to the buzz.

Macro Influencers:

INDIAN POLICE FORCE HQ | INSTAGRAM BROADCAST

A fan community that served as the go-to destination for exclusive IPF content across all campaign phases via PV’s handle. The broadcast channel was amplified through Talent handles, fan clubs and seeding, which was launched the day before the teaser launch and currently hosts 22.7K+ followers.

FORCE MEETS FASHION

A highly stylised magazine-like photo shoot and stylised videos of Sidharth Malhotra, Shilpa Shetty and Vivek Oberoi which was designed to enhance the visual appeal and promotional impact of the series, providing audiences with captivating visuals that resonate with the essence of the show.

#HeroesInKhaki

The tales of valour, bravery & determination that India’s Police Force demonstrates often go under the radar. With our ‘Heroes in Khaki’ campaign, we set out to highlight some of these very stories, told by people who’ve faced these acts of kindness first-hand. We used the power of AI and brought these stories to life on Twitter, reminding everyone of the acts of service that the police force demonstrates every day in this country.

WHAT’S IN MY BAG? WITH SHILPA SHETTY X PINKVILLA

To introduce Tara Shetty, the character portrayed by Shilpa Shetty, we collaborated with Pinkvilla to infuse an IPF twist into one of their popular formats. In this “What’s in My Bag?” video, Shilpa reveals a unique array of items, including guns, hand grenades, knives, and more. This creative approach not only highlights Tara’s preparedness for action but also injects an exciting dimension into the promotional content. 

TRAILER RECREATION

To engage with viewers who enjoy trailer spoofs, we partnered with relevant YouTube content creators; Oye TV, Action Store and Pankaj Rathee who meticulously replicated IPF’s trailer scenes and action sequences, showcasing their talent and creativity.

UNBOXING WITH VIVEK OBEROI

We created a humorous riff on unboxing videos along with Vivek Oberoi and a popular tech influencer Technical Dost where they ‘unboxed’ different gadgets and elements from the series.