ZEE5's #AbHarMardKhatreMain campaign spreads 'Kakuda' fever nationwide

ZEE5, one of the largest home-grown video streaming platforms in India and a multilingual storyteller, has launched #AbHarMardKhatreMain campaign following the successful launch of recent original horror comedy film “Kakuda”. The film has been running successfully on ZEE5 and has crossed the watch time of more than 200 Million minutes within just 10 days of its release.

As a part of the campaign, ZEE5 partnered with Swiggy through map integration within the app’s post order delivery tracking screen. Within the tracking screen, Kakuda is following the delivery partner, blending delivery with entertainment. This collaboration garnered significant attention, prompting the audience to share the unusual Swiggy activity on social media. The two-day campaign garnered over 10 Million impressions and sparked organic social media chatter.

ZEE5 #AbHarMardKhatreMein campaign kicked off on social media with people starting to spot warning notes across Mumbai, Delhi, and Bangalore, advising men to open their doors every Tuesday at 7:15 pm to avoid making Kakuda angry. Reels were then created by influencers, generating over 2000 comments and creating a significant social media buzz. The campaign also saw metros making announcements, warning men to beware of opening doors for Kakuda at 7:15 pm, further spreading awareness about Kakuda's wrath. The overall activity garnered 11 Million views and a reach of 8 Million.

Manish Kalra, Chief Business Officer, ZEE5 India stated, “We are delighted with the overwhelming response to our #AbHarMardKhatreMain campaign. The initiative was designed to raise awareness and generate buzz about 'Kakuda' in a fun and engaging way. Through this, our aim was not only to highlight the film's unique storyline but also showcase ZEE5's commitment to delivering compelling content and experiences that resonate with our audience.”

‘Kakuda’, starring Riteish Deshmukh, Sonakshi Sinha, and Saqib Saleem, is a movie, recently premiered on ZEE5 platform. It set in the village of Ratodi in Uttar Pradesh's Mathura district, revolves around a peculiar ritual demanding the opening of the smaller door of each house every Tuesday at 7:15PM sharp. Failure to comply with this rule invites the wrath of Kakuda, who punishes the man of the house.