Made In Heaven, a show about lavish weddings, was returning with Season2 after nearly 5 years. To rekindle our relationship with audiences, we treated the Season2 launch like a grand wedding celebration itself.

Nothing symbolises the essence of the great Indian wedding better than the marigold flower or gendaphool.

The gendaphool device was deployed as a unifying theme across media touchpoints including innovative collaborations . From vehicles and OOH billboards that were decorated with actual marigold flowers to digital mediums being carpeted with a variety of marigold-themed innovations; the gendaphool was everywhere.

A campaign that was a floral experience

Made In Heaven, a series that depicts the clash between tradition, modern aspirations, and belief systems against the backdrop of extravagant Indian weddings, is one of Prime Video’s’ most successful Indian titles ever. Season 1 launched early in the lifecycle of Prime Video and brought early-adopters of OTT from the 9 million households that are categorised as NCCS A1.

However in 2023, the competitive environment got tougher. Subscribers were spoilt for choice and with a strong competitor launching its AVOD offering, our preference scores were stagnating.

The launch of Made In Heaven - Season 2 was perfectly timed to help bring back the core audience. Our challenge was to use our most-loved franchise, to rekindle the fan love for Prime Video especially with the core NCCS A1 sub-segment while also attracting new audiences from the overall NCCS A segment..

India is a country and culture that is obsessed with weddings. Last wedding season, a 23-day period considered most auspicious, almost $45 billion US was spent to conduct 3.2 million ceremonies. And in a country as diverse as India, the wedding celebrations are equally diverse. But there is one element that is hard to miss at any Indian wedding - no matter how big or small - the marigold flower called ‘Genda phool’ in Hindi.

Long strings of marigolds are used as decor to give the wedding venue a festive feel. The vehicles used by the couple and the wedding party are covered with them. Guests shower the couple with marigold petals as they take their vows by walking around the fire together.

There is no better symbol that captures the essence of a wedding.

IDEA: A SHOW LAUNCH TO MATCH THE GRANDEST WEDDING CELEBRATION

To rekindle the audience’s chemistry with Made in Heaven for Season2, we made a grand gesture for the audience by essentially inviting them to a lavish wedding celebration with the gendaphool being the iconic representation that left an indelible mark on the audience.

To cut-through and get the attention of these audiences, we decided to treat the launch like a grand wedding celebration. The entire campaign was united by a common mnemonic device - the gendaphool or Marigold flower, the most ubiquitous symbol of the essence of the great Indian wedding.

While premium audiences were our early adopters, our viewer base eventually expanded across strata. However, we noticed a slight decline in intent among elite audiences (NCCS A1, A2) who are the core for category & brand.

CHALLENGE: Bring back core premium audiences to maintain leadership.

Made in Heaven Season1 was a great success. Many Prime Video viewers having sampled the show. With stories that blend tradition and modernity, presented with a layered, immersive, and emotional narrative - we knew Season2 would be a great vehicle to attract the elite audiences. The show tested well with the premium segment of our established viewers but it had been 5 years since S1. Just like a marriage, the chemistry between the show and its audience may have fizzled out.

STRATEGY: Use Season2 to rekindle the romance with premium audiences and renew our vows (strengthen the relationship) with them.

The gendaphool was unmissable on OOH and on-ground

10 vehicles including ferry boats were covered with flowers and drove across routes for maximum visibility. Flower-clad Billboards, digital OOH landed the launch of S2

Digital mediums were flooded with gendaphool

We collaborated with prominent wedding and fashion/lifestyle publishers like, Cosmopolitan, Vogue, Times of India, Spotify, Wedding Sutra.

App-Partnerships delivered salience

Uber & Swiggy are used daily by our audience, anxiously tracking the location of their cab or food. We integrated the gendaphool mnemonic on the most viewed screen of these apps

Social Media Engagement

Our cast teamed up with influencers to generate loads of video content across YouTube, Instagram. AI generated videos, gendaphool frames drove organic performance.

Trade PR & search buzz

Trade press was abuzz with our launch with 35+articles contributing to a spike in awareness. This led to us trending at #1 on Google search on launch day.

Delivered 2.7x engagement at 2.7MM (vs. 1MM goal) & 2.5x mentions at 112k (vs. 45k goal).

Instagram followers grew from 24k to 58k with average engagement rate 8.6% (vs 3% benchmark).

MIHS2 became the year’s 3rd buzziest title & ranked #1 in 17 countries on launch weekend.

MIH S2 made it to the second spot on Ormax Top10 buzziest Titles for launch week and was in the top 10 for 4 consecutive weeks.

MIH was among the 2023 IMDB 50 Most Popular Indian Web-series of all-time (Rating: 8.3).

S2 brought in new audiences & brought back audiences with 60% being past Prime Video members

BRAND IMPACT

Consideration & Awareness grew by 27% and 26% among viewers vs. non-viewers.

Awareness (24%) & Usage (23%) among young adults viewers was higher vs. non-viewers.

Prime Video Brand imagery attributes improved: “innovative”(+7%), “fully immersive experience” (+7%).