Zee Studios Takes The Phygital Route to Box Office Success for Rashtra Kavach Om
Mumbai, July 1, 2022: Rashtra Kavach Om, one of the most awaited action movies of 2022, is finally
out in theatres and getting an overwhelming response from the audience. Marketed in partnership
with the leading Mumbai-based independent agency, White Rivers Media, the action-thriller has
been on top of the minds of Indians for over a month now.
Ever since the launch of its captivating teaser, the various dialogues and action scenes from the film
have been doing rounds on social media. A seamless blend of physical and digital touchpoints was
created specifically to make the country’s youth a part of the campaign, which revolves around the
patriotism and valour of the film’s young protagonist ‘Om’.
In the past week, the cast & crew toured cities all over India, such as Pune, Jalandhar, Lucknow, Delhi
and Dubai, reaching out to the local young blood and getting them to engage with the leading faces
of the film. Influencers across genres accompanied the tour and amplified these physical events
online using their unique voice. The Great Khali from Jalandhar, Ruhee Dosani and Faiz Baloch from
Mumbai, Aishwarya Mohanraj from Delhi, and over a dozen similar creators ensured that a movie
about the country’s hero reached every corner of the country.
These efforts set the stage for the film’s trailer, which registered a whopping 24 Million+ views
within 24 hours of its release.
Neeraj Joshi, Marketing Head of Zee Studios said "Now that the world is going out and about again
after the pandemic, on-ground marketing is regaining its strength and previous glory. With Om, we
had a clear goal of combining our strengths, both online and offline, to engage with the energetic
youth of our country. Considering the response to live events, such as last night’s massive fan
screening, and the online engagement led by India’s favourite influencers, we would say that we did
so successfully."
"Working with ZEE Studios has always been a delight, especially on launches like these, where the
youth is keen to be a part of the campaign before they watch it in theatres. Marketing for Indian
action-thriller movies has evolved a lot in the last few years and continues to do so. The right
marketing approach is instrumental in creating a positive perception in the mind of the audiences.
With Om, our phygital approach has hit the bullseye, and the footfall in cinemas is just a sweet
testimony," said Shrenik Gandhi, Chief Executive Officer and Co-Founder, White Rivers Media.
About Zee Studios: Zee Studios is one of the leading film production and distribution houses in the
country, established in 2012, the studio has its presence in film production, distribution, promotion,
and advertising. From delivering and producing commercial movies, it also caters to the regional
cinema. The studio aims to create premium, powerful and engaging content for its audience and
scale-up in the domestic market.
