Rohit Raj, the show’s producer, discussed the marketing techniques they employed to attract a broader audience and why they chose to rely heavily on traditional marketing.
The phenomenal development of independent content providers in the business has been attentively watched by the Indian public over the past half-decade.
Starting with YouTube and Facebook, and then moving on to other new-age content applications like Instagram, Snapchat, and TikTok, a slew of content producers not only put their work out there but also established clout that rivaled that of A-list movie and television stars.
Bhuvan Bam of BB Ki Vines fame — one of India’s oldest and most popular YouTube artists – just published his own web series, ‘Dhindhora,’ created by Rohit Raj under BB Ki Vines production, demonstrating how helpful this entire ecosystem of digital platforms has become.
Bam became the first independent digital creative to achieve this level of success, and what makes the achievement more remarkable is that ‘Dhindhora’ debuted at number two in the IMDB 2021 India ratings just a few weeks after its release.
While the series has received a lot of positive feedback from fans and divided reviews from reviewers, another component that stands out is the marketing effort that has gone into it. It was most likely the first time a YouTube original relied significantly on traditional marketing to reach its target audience.
In a recent interview, he mentioned that program producer Rohit Raj discusses the show’s concept and the marketing plan that attracted millions of people.
Raj added, “As a creative, Bhuvan (Bam) doesn’t really believe in talking about what he’s working on before the release.” But, because we were working on something unique, something that had never been done before, we realized it was critical to get the word out.
So we began by discussing the program on Bam’s social media and attempted to keep the dialogue going.”
To promote the program, Bam joined the stage alongside Salman Khan and Farah Khan on their respective TV series, Bigg Boss and Zee Comedy Comedy Show.
Apart from that, Dhindhora’s promos were broadcast live in Times Square, and the show used radio heavily to promote its original music CD.
“Usually, a music album is the first thing to get published when a movie or series comes out,” Raj said at the end of the debate, referring to the music video that was released after all of the episodes of the program went public.
But, in the end, we wanted to push it so that people could appreciate all of the songs and connect them to the episodes. For the huge music video release, we teamed with renowned content developers, and it received a massive response.”
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