iWorld
ZEE5’s latest tentpole ‘Rangbaaz’ to be dubbed in all major Indian languages
MUMBAI: ZEE5, the OTT platform from the Zee group, has launched its second tentpole show Rangbaaz and has intentions of dubbing it in several Indian languages. ZEE5 India CEO Tarun Katial said it will release the show in Tamil, Telugu, Kannada, Marathi, Bengali and Malayalam by January.
Katial also added that the target audience of this show is the millennial age group of 18 to 34. “This series has a fair amount of true-to-life engagement of the fact that how the youth can get betrayed by politics of the day and how they get swayed because of power and glamour and tend to lose life amongst that. While the story is of the '90s, it continues to happen day in and day out, without having found a solution here or anywhere in the world,” he commented on the show.
Produced by JAR Pictures, Rangbaaz will premiere globally across 190 countries on 22 December. Inspired by real-life events, the nine-episode web series shows the journey of one of the most feared gangsters from Uttar Pradesh in the 90s.
From series to films, ZEE5 has laid its hands over various type of original content in the last few months. Katial said in 2019 it wants to stay ahead of the race with digital originals while the volume is going to be bigger from what audience has seen in this year. He also mentioned that 2018 was the rising point of digital content in India given the volume, variety of stories, different characters came through this year from several platforms.
The second biggest show of ZEE5 after Karenjit Kaur-An Untold Story will also have promotional backing in the form of a 360-degree campaign. Talking about the marketing strategy ZEE5 India business head Manish Aggarwal said, “We are doing interesting innovations in partnership with Google and Facebook where we are closely working with their in-house teams to create assets for Rangbaaz that we can leverage. That's also an industry first measure.”
The platform will focus mostly on digital and outdoor marketing for this show. The outdoor campaign will run in the top six cities of the country. On digital it will use influencer platforms like YouTube, Facebook and the social media assets of ZEE5. There will be innovations in print medium as well as radio campaigns. Along with these common strategies, it will also do on-ground activities for creating buzz.
iWorld
Matka King campaign turns Mumbai into a city of cards
Massive card billboard, buses and shelters recreate 1960s Bombay.
MUMBAI: Mumbai isn’t just shuffling traffic this week, it’s dealing in drama, one card at a time. A high-impact outdoor campaign for Matka King has quite literally taken over the city, transforming everyday streets into a living, breathing throwback to the world of 1960s Bombay. At the centre of the spectacle is a towering billboard near the city’s T1 airport, created by visual artist Rob, assembling hundreds of playing cards into a striking portrait of Brij Bhatti, the infamous Matka King portrayed by Vijay Varma. The installation doesn’t just sit on the skyline; it commands attention, pulling eyes upward in a city otherwise known for looking straight ahead.
But the campaign doesn’t stop at a single visual. The streets themselves have been drafted into the narrative. Vehicles wrapped entirely in vintage playing card designs are cruising through Mumbai, while bus shelters constructed to resemble houses of cards have begun appearing across key locations. The effect is immersive less an advertisement and more a temporary rewriting of the city’s visual language, where modern Mumbai briefly slips into a stylised past.
The campaign leans heavily into experiential storytelling, extending the show’s world beyond screens and into public spaces. By using tactile, physical installations rather than purely digital amplification, it taps into a growing trend in entertainment marketing where scale, spectacle and shareability converge to create cultural moments rather than just promotional bursts.
Created by Abhay Koranne and directed by Nagraj Popatrao Manjule, the series features a wide ensemble cast including Kritika Kamra, Sai Tamhankar, Siddharth Jadhav and Gulshan Grover, among others. Produced under banners including Roy Kapur Films, the show is currently streaming on Prime Video across India and more than 240 countries and territories.
For now, though, the real action isn’t just on screen, it’s unfolding at traffic signals, bus stops and billboards. In a city that rarely pauses, this is one campaign that has managed to stop people mid-step and deal itself straight into public attention.
