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princess of mirzapur
HANNA tells the story of a girl raised in total seclusion in the remote woods of Eastern Europe and trained to fight those who hunt her and her mercenary father, Erik Heller (Joel Kinnaman). Her survivalist skills are finally tested when she and Erik are separated upon their discovery by a rogue CIA operative, Marissa Wiegler(Mireille Enos) and her team of agents.
Objective
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To create first entry impact about Amazon Prime Video India’s new original show, Hanna
Strategy
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The protagonist (Esme Creed Miles) was a completely new face for the Indian audience
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There is a new show coming in almost every other week in different genre and it makes reaching the right TG a challenge in that chaos
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The show had the same dark storyline with real raw emotions that a lot of previous shows have had in the recent times. This makes standing out very crucial to the campaign
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The core TGfor HANNA was 18-45 year olds, males (65%) and females (35%).The media TG was 18-44 year old male and female, who are English TV and movie enthusiasts, and fans of action and thriller genre. Abundant content is available onlinefor this TG to see, so we decided to reach out to them by penetrating through someone that was already a talking point.
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To get people to start talking about Hanna, we came up with a video campaign to get their favorite characters to start talking about Hanna. Mirzapurhad already become a cult classic in India, and the audience was eagerly waiting for the trailer of the second season after. We created a video wherein two of the leading protagonists, Kaleen Bhaiyais taunting Munnaabout how ‘Hanna’ is going to take over Mirzapurand rule the city.
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The concept of the video was the perfect blend between the worlds of Mirzapurand Hanna
