The blockbuster film Thamma, which crossed Rs.200 crore at the worldwide box office, is set for its World Television Premiere on March 21 at 8pm on Sony MAX. The premiere will be supported by a large-scale marketing campaign designed to drive viewer engagement and maximise tune-ins across platforms.

The campaign introduces an innovative audience engagement concept titled ‘Thammameter.’ The tech-driven initiative aims to transform viewers from passive audiences into active participants by tracking real-time reactions to jump-scare clips and assigning personalised ‘Ni-Darr’ or ‘Braver Scores.’ These scores are presented through shareable digital scorecards, encouraging audiences to participate and amplify the campaign across social platforms.

The initiative also features a dedicated microsite equipped with an interactive feature called ‘Khoon Ki Maang.’ This dynamic tool uses a community-powered countdown mechanic designed to create urgency and anticipation ahead of the television premiere. By integrating real-time audience participation with social sharing, the campaign seeks to generate large-scale buzz and drive discovery among viewers.

The marketing push is anchored around the messaging ‘Dekho Dil Thaam Kar,’ combining technology-led innovation with targeted outreach and platform partnerships. The campaign strategy focuses on a full-funnel promotional approach, blending digital engagement, social amplification and targeted audience communication to position the film’s broadcast as a major television event.

‘Thamma’ is the fifth instalment in the Maddock Horror Comedy Universe, expanding the popular franchise known for blending horror with comedy. The film is directed by Aditya Sarpotdar, who earlier helmed Munjya.

The movie features a prominent ensemble cast including Ayushmann Khurrana, Rashmika Mandanna, Nawazuddin Siddiqui, Paresh Rawal and Sathyaraj in key roles. With its strong theatrical performance and franchise popularity, the television premiere is expected to draw significant viewership.

By combining data-driven marketing tools with interactive audience participation, Sony MAX aims to turn the broadcast of ‘Thamma’ into a nationwide viewing event while leveraging technology to deepen engagement among fans of the horror-comedy genre.