ZEE5 has launched an integrated, multi-touchpoint marketing campaign for its original crime–mystery thriller ‘Saali Mohabbat’, extending the film’s narrative beyond the screen and into everyday cultural conversations.

The campaign, which coincides with the film crossing 100 million watch minutes on the platform, has been designed as a digital-first, insight-led effort that blends social media storytelling, influencer engagement, on-ground activations and brand partnerships to sustain intrigue around the film’s central themes of love, suspicion and betrayal.

According to a report, a key pillar of the campaign was ZEE5’s collaboration with Ferns N Petals (FNP), organically inspired by the film’s storyline.

Over a five-day period during the premiere week, every Ferns N Petals order delivered across the country carried a personalised note from lead actor Radhika Apte, inviting recipients to watch ‘Saali Mohabbat’ on ZEE5, along with a QR code linking directly to the film. The partnership also included specially curated premiere-day hampers featuring plants and select treats that were sent to celebrities and influencers, creating a warm, character-driven extension of the film’s launch narrative.

The film also stars Divyenndu and Anurag Kashyap and marks the directorial debut of Tisca Chopra. It premiered exclusively on ZEE5 on December 12, 2025, and is the first collaboration between ZEE5 and Manish Malhotra’s Stage5 Productions.