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How ALTBalaji’s ‘Mentalhood’ Marketing Strategies Ensured Its Success

| Published on September 26, 2020

ALTBalaji recently announced its new web-series ‘Mentalhood‘ starring Karishma Kapoor which takes you on a crazy ride of motherhood. In the series, Karishma plays the lead as one of six “supermoms”.

Directed by Karishma Kohli, Mentalhood will see actor Karisma Kapoor making her digital debut.

Kapoor plays small-town girl and mother-of-three Meira Sharma, Sanjay Suri is her husband Anmol Sharma, Dino Morea is stay-at-home father Aakash Fernandes, Sandhya Mridul is Anuja “Momzilla” Joshi, Shilpa Shukla is the workaholic Namrata, Shruti Seth is “boho mom” Diksha, and Tillotama Shome is “pushover mom” Preity.

ALTBalaji & Zee5 have made sure that the marketing of the series is full-blown. The social media platforms have been buzzing with all the promotional posts. Production has made sure to leave people excited about the upcoming show. Let’s take a look at the marketing timeline of ‘Motherhood’.

Introducing The ‘Supermoms’

The poster introducing the entire star cast was shared by Ekta Kapoor on her Instagram handle. Ekta was excited to announce the show and called it ‘The MOTHER of all shows !’. The poster was basically a shoutout to all the mental moms out there.

https://www.instagram.com/p/B80bdPxAeZj/?utm_source=ig_web_copy_link

Earlier in February, ALTBalaji shared a video introducing all the 6 moms in their avatars.

https://www.instagram.com/p/B8vsKrDBlhL/?utm_source=ig_web_copy_link

#Mental – Thanking the Super Mom

Ekta Kapoor gave an emotional & personal touch to the show’s marketing when she posted a video where she talked about what went in the making and what encouraged her to make the show. Ekta even dedicated the series to her mother and talked about how much she has done for her.

https://www.instagram.com/tv/B9dnB0qAWt9/?utm_source=ig_web_copy_link

The Trailer Launch

The trailer launch was a star-studded event that took place earlier this year and received a lot of coverage.

Meet Meira Sharma

Meira Sharma’s character is the lead on the show and ALTBalaji was quick to acquaint the viewers with her. Take a look at how Karishma Kapoor described her role and the mother Meira Sharma is.

https://www.instagram.com/p/B9OKYKhl5tO/?utm_source=ig_web_copy_link

#ContestAlert – Mentalhood Wali Race

An online contest was conducted to bring forth the stories of the real super moms across the country. The platform partnered with digital platforms like Mompresso, Babychakra, and other mommy bloggers to leverage the entire community.

Many moms took part in the contest and the top 10 moms got a chance to attend the shows screening with the stars.

https://www.instagram.com/p/B9TvSZdlvL8/?utm_source=ig_embed

https://www.instagram.com/p/B9bBOdMFh78/?utm_source=ig_web_copy_link

The Special Screening

The shows screening was a starry affair and was attended by many celebrities of the industry including Kareena Kapoor. She even shared a picture of her and her mom with Lolo attending the screening. The post was retweeted on the ALTBalaji’s instagram handle spreading the buzz furthermore.

https://www.instagram.com/p/B9eX0XfpFyz/?utm_source=ig_web_copy_link

Instagram Filters & Trends

ALTBalaji shared an interesting quiz on their Instagram handle where people could find out exactly which mom they are.

https://www.instagram.com/p/B9_83WAlATO/?utm_source=ig_web_copy_link

Karishma Kapoor even came on Tik Tok to promote her shows and also collaborated with many famous TikTok influencers like Faizal Siddiqui & Sana Khan.

Jio Chatbot

A Jio bot was developed, where any user could interact with the bot in a live environment and get answers to frequently asked questions. It helped the platform reach 20 Mn users and got over 23% of the audience to engage and interact with them.

Mom Hacks

The show makers shared an interesting video as a part of their ad campaign wherein the star cast shared witty mommy hacks.

https://www.instagram.com/p/B9yNvc7lBH-/?utm_source=ig_web_copy_link

Fam Jam With Bebo

Karishma Kapoor’s Mentalhood had all the support it needed. Bollywood’s fav Kareen Kapoor Khan shared a video of her and her girl gang crashing the shoot.

https://www.instagram.com/p/B96k9EEhGUj/?utm_source=ig_web_copy_link

How Did It Go?

Well, the end results of this long-awaited marketing road proved favorable for the show makers. After its launch on the OTT platform, the show received a lot of positive reviews and was said to be a success. The makers posted a thank you post on Instagram sharing the success they have achieved.

https://www.instagram.com/p/B9_xvB_l4Mg/?utm_source=ig_web_copy_link

Also Read: Marketing Strategies Of ‘Thappad’ Movie That Created Buzz Before Release

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