Amazon Prime Video stumps media with unusual buzz for web-series ‘Breathe’

Amazon Prime Video has been coming out with innovative promotional initiatives for its Indian Original shows – first it was for the cricket-based thriller ‘Inside Edge’, which was aired in 2017, and now for a new crime thriller ‘Breathe’. 

‘Breathe’, an 8-episode psychological drama, stars R Madhavan, Amit Sadh, Sapna Pabbi and Neena Kulkarni in key roles. The web series will start streaming from January 26, 2018. 

What caught the attention of the media was the innovative and unusual invite to the launch conference for ‘Breathe’, which will take place in Mumbai on January 16, 2018. In the age of social media and digital march, Amazon Prime Video took to offline for the invite. 

Media houses were taken aback to receive a brown ‘official’ looking file. Inside were pages that looked like part of some criminal investigation, a note from a ‘pulmonologist’ and newspaper cutouts of crime reports. The file was signed by Kabir Sawant (a character from the series ‘Breathe’ played by Amit Sadh). 

‘Breathe’ marks the debut of film star Madhavan in a web-series, who plays the role of Danny Mascarenhas, the affable but hapless father of a terminally-ill son. Danny may or may not be a serial killer on the lookout for a cure for his son. Amit Sadh plays the role of police officer Kabir Sawant investigating the case.

Helmed by Mayank Sharma, ‘Breathe’ is produced by Abundantia Entertainment. The series will be released in 200 countries across the globe and will be available in three languages – Hindi, Telugu and Tamil.


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