Strategy

• Given that Mrs. Maisel has an ardent fan following from Season 1, we wanted to ride the fandom wave closer to launch and trigger some show endorsements from leading influencers across fashion, film, music, PR etc.

• Showcase glimpses of his journey and execute campaigns to get fans excited

• Projecting the movie as one of the biggest world events, sort of a world-cup of movies that can’t be missed by anyone

Solutions

• We curated a special box with everything Midge Maisel and distributed it to 150 key PR and social media influencers in India. The box included branded throws, eye masks, socks, coasters inspired by the show. We also partnered with L’OrealParis India to provided us with Maisel inspired cosmetics that which were distributed as a part of the box.

• We partnered with female comedians to create short standup sets inspired by Mrs. Maisel.

• A cost effective way of word of mouth is to send across customized hampers to a wider net of influencers instead of paid partnerships with a handful of influencers

Results

CREATIVE VIDEO SERIES

• India’s leading female stand-up comics (3 of them were discoveries from the PV IN Original show Comicstaan) lent their voice and their funny bone to The Marvelous Mrs. Maisel Season 2 campaign through short sketches describing their personal journeys in the Indian comedy scene. The outcome was 7 sketches inspired by Mrs. Maisel, the décor, the costumes and theme.

• Video 1
• Video 2
• Video 3

Video Results