Video Marketing

S1 Recap by Mansi Hirani and Shubhankar Mishra (Influencer Marketing)

Mumbai Diaries 26/11, a tense series depicting the human spirit under strain, set the tone for its second season. Shreya Dhanwanthary, along with real-life reporter Shubhankar Mishra, presented an exclusive news report summarizing the first season’s events.

Storming Soon

Using rain as a show mnemonic amidst Mumbai’s flooding, Mohit Raina, Konkona Sen Sharma, Shreya Dhanwanthary, Tina Desai, Mrunmayee Deshpande, Natasha Bharadwaj, and Satyajeet Dubey shared reels of daily activities gradually overtaken by rain. Coincidentally, later in the day, thunderstorms in Mumbai perfectly coincided with the ‘Storming Soon’ announcement.

Whose Line Was It?

The key actors of Mumbai Diaries were given dialogues from the first season to identify which character spoke those lines which created a callback to the cast’s quirks and camaraderie.

Countdown Reels

A series of countdowns featuring the main characters of Mumbai Diaries Season 2 – Mohit Raina, Shreya Dhanwanthary, Konkona Sen Sharma and Tina Desai to create excitement for the launch of the new season.

Bespoke Reels Post Launch

Bespoke content was crafted with a colourful and light-hearted approach tailored to resonate with a young audience on digital platforms, considering the sombre tones of the series.

Naming What the Characters of MD S2 Need

A cheerful trending reel format that highlights what the characters of Mumbai Diaries S2 need despite their overloaded schedules in the series.

Spell the medical terms

A fun and challenging reel that puts the cast of Mumbai Diaries to the test, challenging their medical spelling skills.

Work-Life Balance With Bombay General Hospital

The three resident doctors – Sujata (Mrunmayee Deshpande), Diya (Natasha Bharadwaj), and Ahaan (Satyajeet Dubey) have encountered challenges since their first day at BGH, both in their professional and personal lives. A shoot-and-edit-based reel was created to portray the expectation versus reality of their lives from the show.

Types Of Doctors

Bombay General Hospital boasts a dynamic range of doctors, each unique in its own way. The reel highlighted their individuality, providing the audience with an overview of their characters.

If Chitra Das was a GenZ Doctor

A reel featuring Konkona Sen Sharma as Chitra Das and delivers her lines in a contemporary Gen Z manner, complete with the latest lingo and cultural references. This unique take on the character provided a fresh and entertaining perspective on Chitra Das’s iconic persona.

Stylized Photo Shoot

To showcase the characters of Mumbai Diaries S2 in a different light, the glamorous photoshoots featuring the cast fostered a sense of connection between the audience and the cast.

Industry Support

Throughout the campaign, famous personalities such as Abhishek Bachchan, John Abraham, Ali Fazal, Manoj Bajpayee, Sharvari, Kirti Kulhari, Abhishek Banerjee, Shreya Chaudhry, Ishwak Singh, Neha Dhupia, Saiaymi Kher, shared their support for the key actors and the series on their social platforms.

Seeding & Memes

Trailer snippets and cut downs, dialogues, positive reviews, light-hearted edits, appreciation of cast, series & doctors were seeded across a mix of meme, cinephile, and OTT pages to amplify the visibility of the series’s content and increase recall value among the audience.

Branded Partnership & Collaborations x Terribly Tiny Tales

To create buzz and drive people to watch the show, we chose to use themes of the series as the hero of our campaign. Formats like 140s, Musings, and Talk & Talk Carousel, we focused on medical professionals and human emotions by making the content along the themes of loss, hope, & will.​

Editorial Content

Taking a combined approach of hard-hitting dialogues, intriguing scenes, and behind-the-scenes, the approach for editorial content was created to cater to all audiences to sample the show.

Exclusive First Look of the Trailer & Hashfetti Innovation on X (Twitter)

An interactive digital activity with personalised passes to create a memorable brand experience & launch the trailer which started with a branded tweet inviting users to the digital trailer launch. Every user that hearts the branded tweet or engages with it is subscribed to the campaign, they receive a branded notification. On trailer launch day, the user receives the trailer link on Twitter in branded notifications to witness it with the world, leading to a YouTube Link. Additionally, a hashfetti integration where any user who clicks on #MumbaiDiariesOnPrime experiences a brand effect of raining emojis on the Twitter screen.

Branded Notification User Journey
  1. Opt-in post,
  2. The user receives a thank you post after opting in,
  3. The User receives a mention on the post once the trailer is out
#MumbaiDiariesOnPrime Hashfetti