ALTBalaji’s The Married Woman reached over a whopping 80+ million users via the buzz generated around the show through various social media and traditional media campaigns. Here is a look at everything that was done right. The video-on-demand platform, which brings out original content for Indians worldwide, most recently made headlines for its adaptation of novelist Manju Kapur’s book, ‘A Married Woman’.
Every possible channel was squeezed out skillfully to ensure that the show’s beauty touched all the relevant target audiences. From social media influencers to television, reach was garnered cleverly, ensuring that The Married Woman was the talk of the town. Spreading awareness about the challenges women face in society and their marriages are primarily what the campaign concentrated on. It was a masterstroke considering the story of The Married Woman revolved around a married woman Astha and her search for individuality. ‘The Married Woman’ is an urban relationship drama about women and their conditioning levied by society and her search to find herself.
The exact ‘how’ the campaign began with the introduction of Manju Kapur’s book and her thoughts being made into a series moving into introducing every crucial character in the show. These were followed by the teaser and trailer launches instrumental to any show launch, but these were special. Interactive posts across various social media channels further kept the audience engaged and helped reach a wider audience than expected. Memes and relatable posts are what is in during this time, and there was absolutely no shortage of The Married Woman-themed memes.
Often the music or the soundtrack can be what further attracts curiosity, and the show’s soundtrack has been deemed “a Masterpiece” by various talented musicians, some of whom created covers of the melodies. The soundtrack was further promoted on multiple music streaming platforms to ensure that it reached everyone. The promotions continued, and the lead actors, Ridhi Dogra and Monica Dogra took to social media interacting with fans and followers on their definitions of love and talks influencers in various fields about the struggles of womanhood further built hype around the show. Various brand associations, media tie-ups, and celebrations of pride further added to the draw of the show.
In conclusion, apart from the brilliant story, the acting, and the music, the marketing campaign ensured that the show reached the right audiences, making the show a hit globally!