iWorld
‘Everyone’s Talking Prime’, everywhere, all at once with PivotRoots’ hyperlocal campaign for Prime Video
Mumbai: Prime Video, India’s most popular video streaming service, and its long-term agency partner PivotRoots – a Havas company collaborated to shine a spotlight on the OTT platform’s impressive content gallery by creating more than 500 hyperlocal promos using Google’s Ads Creative Studio (previously, Director Mix) for contextual user experiences.
[Director Mix Juhu]
PivotRoots amplified the reach of the campaign through Google’s comprehensive advertising tool that was deployed to conceptualize and produce over 500 custom promos across YouTube and Meta. These hyperlocal promos were tailored to the user’s location by incorporating, among other parameters, references to famous local landmarks like Juhu, Bandstand and Carter Road in Mumbai, Jal Mahal in Jaipur, Taj Mahal in Agra, Japanese Garden and Sabarmati Riverfront in Ahmedabad and Sion City in Kolkata, to add a personalised touch. For instance, a user targeted in Mumbai’s Bandra would receive a creative referencing ‘Carter Road’ to make it contextually relevant to that user.
The objective was to encourage users to indulge in the captivating world of movies and web shows that everyone is talking about. Elaborating on the relevance of hyperlocal campaigning in the current digital landscape, PivotRoots director – media Jinit Shah said, “Audiences are increasingly seeking personalised experiences. We delivered this with hyperlocal ads to every user who had seen the brand film, hence tying back to the theme of the campaign (Everyone’s Talking Prime), leaving users intrigued and with a sense of delight. “
[Director Mix Bandstand]
PivotRoots chief creative officer Hetal Khalsa emphasized the significance of maintaining a personal connection with the audience, stating, “Often with larger-than-life brand campaigns, the message tends to get lost as it trickles down to a wider audience, making the reach suffer. There was an innate need for a solution that delivered the brand message with utmost recall. The intent was to go as hyperlocal as we can with our custom brand messaging, targeting cities and towns across all 3 tiers and delivering it with a personal touch to elevate the impact.”
[Director Mix Japanese Garden]
Banner Ads
To augment the campaign’s reach, dynamic banner ads were strategically placed across multiple sites. These ads were tailored to the time of day and adapted to the specific day of the week, ensuring a customised brand communication approach across various channels.
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Prime Video’s ‘Everyone’s Talking Prime’ campaign marks a milestone in the streaming industry, setting new standards for engaging and hyperlocal brand communication. With its innovative use of technology and strategic partnerships with PivotRoots, Prime Video continues to solidify its position as the go-to platform for premium entertainment.
iWorld
Subedaar puts Indian original cinema on the global map with record-breaking Prime Video debut
MUMBAI: Prime Video has a runaway hit on its hands. Subedaar, the gritty action drama starring Anil Kapoor, has stormed to become the most-watched Indian original movie on the platform in its opening weekend, cracking the Top 10 across 31 countries and landing in 91 per cent of India’s pin codes within days of its March 5 premiere.
The film, a visceral, emotionally-charged story of a retired soldier, Subedaar Arjun Maurya, wrestling with civilian life amid crime and corruption, has struck a nerve. Directed by Suresh Triveni and co-starring Radhikka Madan, Mona Singh, Saurabh Shukla, Aditya Rawal, Faisal Malik, and Khushboo Sundar, the film is already being hailed as a showcase for what Indian original storytelling can achieve on the world stage.
“Subedaar’s success is a reflection of the growing scale and global resonance of Indian storytelling,” said Nikhil Madhok, director and head of originals at Prime Video India. “The film’s emotional narrative, its rooted portrayal of a soldier confronting his toughest battles beyond the battlefield, has struck a chord. Anil Kapoor delivers an acting masterclass, while Suresh Triveni’s solid direction and great performances from the ensemble cast have resulted in love and appreciation from customers across the world.”
Kapoor, 62, has been here before, but rarely at this altitude. Written by Triveni and Prajwal Chandrashekar, with dialogues by Triveni, Saurabh Dwivedi, and Chandrashekar, the film is a production by Opening Image Films in association with Anil Kapoor Film & Communication Network (AKFCN), produced by Vikram Malhotra, Kapoor, and Triveni.
Subedaar streams exclusively on Prime Video in Hindi, Tamil, and Telugu across India, and in over 240 countries and territories worldwide.
For Prime Video, the numbers tell the real story: one weekend, one film, a global footprint, and a very loud signal that Indian original cinema is no longer just travelling well. It’s arriving.
