iWorld
Zee5 plants a mystery Saali Mohabbat blooms past 100 million minutes
MUMBAI: Love may be blind, but this one came armed with clues, black roses and a QR code. Zee5’s original crime thriller Saali Mohabbat has crossed 100 million watch minutes, powered by a digital-first marketing campaign that blurred the lines between fiction, culture and everyday conversation.
Instead of playing it straight, Zee5 leaned into intrigue. The multi-touchpoint campaign stitched together social media chatter, influencer storytelling, real-world spike moments and brand integrations, all echoing the film’s central tension: love that is beautiful, and dangerous.
One of the most talked-about moves was a tie-up with Ferns N Petals. During premiere week, every FNP delivery nationwide carried a personalised note from Radhika Apte, nudging recipients to watch the film via a QR code. Select premiere hampers sent to celebrities and influencers extended the film’s character-led storytelling into gifting culture, without shouting promotion.
Online, the campaign chose symbolism over salesmanship. Micro-influencers gifted partners a striking black rose, inspired by the film’s ‘poisonous flower’, turning feeds darkly playful. Even the Zee5 logo got a temporary Saali Mohabbat makeover, reinforcing recall across launch touchpoints.
Offline intrigue followed. A staged couple argument in a public space, designed to feel uncomfortably real, later revealed its link to the film, driving curiosity and shares. Collaborations with poet Keshav Jha and targeted outreach within crime and thriller YouTube communities added genre credibility and fuelled word of mouth.
The numbers tell their own story. The campaign clocked 12 million plus reach across platforms, helping the title trend consistently and convert curiosity into viewing minutes.
Starring Divyenndu and Anurag Kashyap, and marking the directorial debut of Tisca Chopra, Saali Mohabbat follows a seemingly ordinary housewife whose life unravels after a shocking double murder. The film is the first collaboration between Zee5 and Stage5 Productions founded by Manish Malhotra, and premiered on December 12, 2025.
In an age of noisy launches, Zee5’s quiet provocation proves one thing, when marketing plays mind games as well as the story does, audiences don’t just watch,they lean in.
iWorld
Cineflicks set to enter India’s OTT market with community-first focus
New platform aims to blend streaming content with interactive viewing experiences
MUMBAI: A new player is gearing up to join India’s crowded streaming arena, with Cineflicks preparing to launch as a community-driven OTT platform aimed at redefining how audiences engage with digital entertainment.
The platform plans to offer a mix of movies, series and digital content, while placing equal emphasis on building an interactive ecosystem where viewers can connect, share and participate beyond passive viewing.
India’s OTT market has seen explosive growth over the past decade, fuelled by rising smartphone penetration and affordable internet access. As streaming becomes the default mode of content consumption, new entrants are increasingly looking to differentiate themselves not just through content libraries but through user experience.
Cineflicks appears to be positioning itself within this next phase of evolution. Instead of focusing solely on scale, the platform is aiming to create a space where audiences can engage more deeply with the content they watch, turning entertainment into a shared experience rather than a solo activity.
While details around its content slate remain under wraps, people familiar with the development say the platform is currently building out features and partnerships ahead of a phased rollout. The broader strategy suggests a blend of content discovery, community interaction and digital participation.
The timing is notable. With global and regional streaming platforms competing intensely for attention, the emphasis is slowly shifting towards engagement and retention rather than just acquisition. Platforms that can foster stronger audience connections may have an edge in this evolving landscape.
Cineflicks’ entry reflects the continued expansion of India’s digital entertainment ecosystem, where innovation is increasingly being driven by how content is experienced, not just what is offered.
As the platform moves closer to launch, the real test will be whether it can translate its community-first pitch into a compelling, everyday habit for viewers.
