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Home > Digital Marketing Blog > Back with a bang: Family Man Returns with a Knockout Marketing Strategy

Back with a bang: Family Man Returns with a Knockout Marketing Strategy

Family Man Returns with a Knockout Marketing Strategy
June 5, 2021

Back with a bang: Family Man Returns with a Knockout Marketing Strategy

Jun 05, 2021
Devyani Paliwal
Devyani is an ACJ graduate with a bachelors in English Literature. A voracious reader since her school days, cinema aficionado and music enthusiast, she has been doing content writing for some time now.

When season one of Family Man was released back in 2019, it created quite a stir among the people. Owing to Manoj Bajpayee’s incredible performance and a well-written script, the series soon became a crowd favorite. When news hit the people that a second season was in the works, they were ecstatic.

But the gap between the first and second season only kept lengthening due to many delays, speculations, and whatnot. But after all that, The Family Man Season 2 finally released yesterday on Amazon Prime. What makes its arrival even more awaited is the brilliant marketing strategy put together by the team. 

How has the Marketing Strategy Helped the Show?

Majority of their resources were allocated to promoting the series digitally because it is an OTT series, after all. They left no stone unturned. From releasing stunning posters to launching interesting campaigns using influencers of the field and even dialogue snippets, they have done it all and done it brilliantly.

The whole purpose behind the marketing strategy of a TV series pre-arrival is to create a sense of curiosity among the audience as it is this curiosity that will drive them to watch the show. As they doled out snippets and bits and pieces of the upcoming season, it only added to the intrigue that had been created around it. 

In the marketing of the first season, music played an important role due to the ease with which it can be shared and how easily people begin to identify a particular thing with a song. For this season, the team took the help of characters to generate a buzz. Essentially, leveraging the appeal of the show to keep them hooked.

Marketing Strategy of Family Man Season 2

Given below are the various elements that came together to make the marketing strategy of the second season so effective:

Poster Unveiling 

The series has a dedicated page on Instagram and the marketing of the second season kicked off with the release of the poster. The poster had Bajpayee as the face and around him, a slew of pictures were present that depicted a coded release date. 

Not just this but to bring in more viewers for the second season and help more people get to speed with the happening of the first season, they made the season available for free on Amazon Prime.

Character Cliffhangers 

They released a video titled, "Is Moosa really dead?". Moosa plays the role of the antagonist in the first season and to reel people in based on the current situation of the character, they played on this intriguing factor by releasing this video. 

In the first season’s last episode, things are left open-ended. This is why releasing such a video makes the viewers really question what exactly happened to the negative lead and tune in for the second season.

Interesting Campaigns 

‘Srikant Kahan Hai’ 
To build the hype, they came out with this campaign that takes inspiration from where the first season had ended. It was launched to create a buzz about the whereabouts of the lead character Srikant, as apparently nobody has any idea. 

The hashtag #SrikantKahanHai trended on Twitter for quite some time and the team provided viewers the opportunity to be a part of this quest as well by providing them with a phone number to call and see if he picks up.

When anyone called on the given number, the voice of Bajpayee could be heard and he lets them know that he is busy at the moment but hopes that they’ll get to meet soon. Also, immediately after the call would end, a message containing the link to Prime’s YouTube channel would appear on the caller’s phone.

Trailer Release

After much deliberation and cautiousness on the producers' part owing to the second wave, the trailer was released. When it wasn't released on the date it was supposed to, the viewers were already apprehensive whether it would even be released on the date that had been declared.
 
And this is exactly what happened. As the makers released the trailer, they also told the viewers about the revised date - 4 June, in the comments section of YouTube. The series even got embroiled in some controversy owing to the portrayal of Eelam Tamilians but the makers released a statement to clear the air.

Release of Dialogue Snippets 

Banking on the mixture of humor and mystery to entertain their views, the team came out with several short videos that reflected the core themes that are shown in the series. 

Working with Industry Influencers 

Another great campaign #TheFamilyManJobHunt was launched by the team nearing the release of the second season. The idea was that to make his wife happy, Srikant is looking for a new job as she found the old one too dangerous. 

Manoj Bajpayee started the campaign which was then followed by a trail of conversations, all over social media of course, with industry leaders such as Ankur Warikoo (Nearbuy), Kabeer Biswas (Dunzo), Ritesh Agarwal (OYO), and so on. They all are willing to give Srikant a chance for some job openings. 

The campaign also included other influencers and brands, which further helped in amplifying their message. 

Utilizing the Meme Culture

They even took the help of memes to amp up their relatability quotient and draw in more people. 

Final Thoughts

We live in a time where fully immersive marketing strategies, such as the one pulled off successfully by the team of Family Man are required to create a buzz among the people. You need to go all out because for viewers, with the advent of OTT, endless options have opened up. Strategies like these can help you in standing out. 

For more such content, don’t forget to go over our Blog section. Further, you can also check out the various digital marketing courses that we offer and take your first step towards becoming a digital marketer. 

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