iWorld
Amazon miniTV friendship day campaign creates buzz amongst brands
Mumbai: Amazon miniTV friendship day campaign #CaseTohBantaHai has marked a new milestone in creating content-led entertaining experiences for its audiences. Interestingly, brands across the vertical started participating in the campaign.
When the campaign was unveiled, the streaming service opened the floor to the audiences to put forth an Atrangi Ilzaam on their friends, which is the unifying theme of their tentpole comedy reality show Case Toh Banta Hai.
The 360-degree integrated campaign started with Twitterati making funny and outlandish accusations against their friends. Along with that, a barrage of relatable memes inspired by the show also started pouring in.
Soon enough, brands jumped onto this bandwagon and #CaseTohBantaHai took over the internet. Over twenty brands including Swiggy, Pizza Hut, Noise, Tinder, Durex, Domino’s Pizza, Baskin-Robbins, Shemaroo, Dunzo, Shaadi.com, Gold’s Gym, PharmEasy, Mad Over Donuts, and Cleartrip joined the digital jest. The brands used this opportunity to poke fun at their customers’ traits, thus leaving the digital-first generation in splits.
Some of these hilarious ‘cases’ are given below:
Domino’s
Swiggy
Tinder
Durex
Pizza Hut
Baskin-Robbins
This campaign also coincided with the “Case Toh Banta Hai Celeb 2.0” reveal, which announced a stellar line-up of celebrities who will appear on the show. Concurrently, the celebrities slated to appear on “Case Toh Banta Hai” turned the excitement up a notch higher. Abhishek Bachchan, Shahid Kapoor, Ananya Panday, Chunky Panday, Sonakshi Sinha, Sanjay Dutt, and Pankaj Tripathi, amongst others, took to their social media to answer their summons to the katghara. These posts got people talking and amplified the buzz around #CaseTohBantaHai and also the anticipation for the show.
“Case Toh Banta Hai,” a one-of-its-kind courtroom comedy reality show, features Riteish Deshmukh, Varun Sharma, and Kusha Kapila in the roles of Janta Ka Lawyer, Defense Lawyer, and Judge, respectively. Each week, a new celebrity appears on the show, facing hilarious accusations and having to defend themselves. Produced by Banijay Asia, Case Toh Banta Hai is the perfect blend of sketches, talk shows, and impromptu comedy. Viewers can enjoy new episodes every Friday for free, exclusively on Amazon miniTV, which you can find on Amazon’s shopping app and Fire TV.
iWorld
Banijay Asia’s The 50 tops OTT charts with 8.1 million JioHotstar views
Reality competition becomes most watched show on JioHotstar in debut week.
MUMBAI: Fifty contestants walked into a palace, but millions of viewers showed up for the drama. Reality competition The 50, produced by Banijay Asia, has emerged as the most watched show on JioHotstar, clocking 8.1 million views in its debut week. The figure, reported by Ormax Media, places the show at the top of the OTT viewership charts and marks a strong opening for the digital reality format.
Adapted from a popular French format, The 50 brings together 50 personalities from television, digital platforms, music and reality shows inside a grand palace setting. Over the course of a 50 day competition, participants form alliances, compete in unpredictable tasks and navigate eliminations as the field steadily narrows.
Guiding the game is a mysterious figure known as The Lion, an unseen game master whose voice introduces twists, challenges and strategic turns throughout the show, adding an extra layer of suspense to the contest.
What distinguishes The 50 from typical reality competitions is its audience driven prize structure. Instead of the winner taking home the final reward, the prize is awarded to one of the winner’s registered followers through the show’s dedicated app. The mechanism effectively turns viewers into participants, allowing fans to have a direct stake in the outcome.
The contestant lineup features a mix of television actors, reality stars and digital creators, including Karan Patel, Urvashi Dholakia, Divya Agarwal, Mr Faisu and Dushyant Kukreja, each bringing their own fan following to the show.
With its blend of celebrity personalities, strategic gameplay and interactive viewer participation, The 50 has quickly carved out a strong foothold in India’s digital entertainment landscape. Its 8.1 million views in the opening week underline the growing appetite for large scale reality formats designed specifically for OTT audiences.
