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Gyaarah Gyaarah: ZEE5
Project Overview

I spearheaded the digital launch of ZEE5’s time-travel drama series Gyaarah Gyaarah– #1 show of 2024, transforming the concept of 11:11 into a cultural movement and viral marketing spell. Rather than relying on star power, our campaign built intrigue around the mysterious “11:11” timestamp—sparking widespread conversation both online and offline.

Strategy & Execution
  • Elevated 11:11 to the status of protagonist, using it as the anchor for audience intrigue and engagement.
  • Designed synchronized, multi-platform content drops—digital activations, physical installations, and broadcast partnerships—creating a sense of omnipresence for the campaign.
  • Kicked off the launch with mysterious social media events and immersive city-wide activations, starting with enigmatic posts and a dramatic clock tower takeover in Mumbai.
  • Collaborated with top digital communities and micro-influencers to amplify wish-making rituals and the show’s time-bending theme.
  • Orchestrated 11 cryptic Instagram reels, each dropping at 11 minutes past the hour, revealing pieces of the show’s mystery—a move that kept audiences hooked in real time.
  • Ran large-scale manifestation challenges, user-generated content activations, and “Add Yours” templates that turned passive viewers into active campaign participants.
  • Unified celebrity and fan engagement, with on-ground star-studded events and live radio integrations at precisely 11:11 AM—creating national media buzz and cross-channel excitement.
Results & Impact
  • 19M+ ZEE5 Instagram engagement; 32M+ total Instagram engagement
  • 880M+ Instagram views, 900M+ platform reach
  • 800M+ watch minutes
  • #1 Most Watched Web Series on ZEE5 (2024); IMDb rating 8.4/10
  • Covered by 830 media stories, 500+ premium placements, 682M+ media reach
  • Top 3 ranking on Ormax Media; most searched show on Google; expanded to Tamil and Telugu markets
Highlights
  • Blurred the lines between digital and real-world experiences through phygital activation
  • Built immersive fandom and community—leveraging mystery, collective rituals, and audience participation
  • Set new benchmarks for engagement and show launches in the Indian OTT landscape
Visuals