ZEE5 has launched the #AbHarMardKhatreMain campaign to promote its original horror-comedy film, ‘Kakuda.’ The film has been a massive success, amassing over 200 million minutes of watch time within just 10 days of its release on the platform.

As part of the campaign, ZEE5 partnered with Swiggy, integrating the film into the app’s post-order delivery tracking screen. In this innovative collaboration, the character Kakuda follows the delivery partner, blending food delivery with entertainment.

This unique feature caught the public’s eye, leading to a surge of social media activity as users shared their experiences. Over a two-day period, the campaign generated more than 10 million impressions and sparked significant organic social media chatter.

The #AbHarMardKhatreMain campaign kicked off with cryptic warnings posted across Mumbai, Delhi, and Bangalore, advising men to open their doors every Tuesday at 7:15 pm to avoid angering Kakuda. Influencers created reels about these warnings, generating over 2,000 comments and substantial social media buzz. Metros also joined the campaign, making announcements that warned men to beware of Kakuda’s wrath. This overall activity garnered 11 million views and reached 8 million people.

Manish Kalra, Chief Business Officer at ZEE5 India, expressed delight at the campaign’s success, stating, “We are thrilled 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 to 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 set in the village of Ratodi in Uttar Pradesh’s Mathura district. The film’s plot centers around a peculiar ritual that demands opening the smaller door of each house every Tuesday at 7:15 pm sharp. Failure to comply with this rule invites the wrath of Kakuda, who punishes the man of the house.

This innovative campaign has effectively combined digital marketing, social media engagement, and traditional media to create a memorable and impactful promotional strategy for ‘Kakuda,’ further solidifying ZEE5’s reputation for delivering unique and engaging content.