Right from the build-up of this campaign to the launch of the show and activity line-up, it has been a data-intensive and strategic call. Kehne Ko Humsafar Hain is very special to us as a concept, and so was this launch campaign for this second season.
"Īdding to this, Divya Dixit, Senior Vice President & Head of Marketing, ALTBalaji said, "Ekta Kapoor undoubtedly understands the pulse of Indian OTT entertainment better than anyone else, and produces one blockbuster after another.
We are very happy with the positive response and look forward to a similar response for ALTBalaji’s power-packed line-up this year. This one is even special because we broke through all pre-set benchmarks from the previous year. If a show comes from Ekta Kapoor, one knows it has to be about breaking records and much more! This campaign brings back the nostalgia of success we achieved for the brand with this marquee show’s first season. Speaking about the launch, Shrenik Gandhi, Chief Executive Officer & Co-founder, White Rivers Media, said, "We’ve been associated with ALTBalaji since its inception. With a concentrated approach, the campaign flowed towards the launch, while instigating an equitable conversation around the dynamics of a complex relationship, aspirations of an emancipated woman, and life after divorce.
The 360-degree campaign was inclusive of packaged as well as organic content, which pushed POVs of the characters to maximize social sentiments of audience w.r.t each during pre-buzz. The idea was to establish the show’s premise, where the audience could experience heightened emotional relatability. The three-week long campaign to launch the romantic-drama starring ace actors Ronit Roy, Mona Singh, and Gurdip Kohli, presented the audience a fresh perspective on complex love & relationships via the communication “Will the heart ever be happy with what it has”. After a two-week long build-up across digital platforms, ALTBalaji successfully launched the second season of Kehne Ko Humsafar Hain, one of its marquee shows, with a digital campaign powered by White Rivers Media.
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