Applause nails the marketing game for Mannphodganj Ki Binny on TikTok
Applause Entertainment, the content house behind web shows such as ‘Hostages’, ‘The Office’, ‘Criminal Justice’, ‘Hello Mini’, and ‘Hasmukh’, recently launched its heartland drama, ‘Mannphodganj Ki Binny’, on MX Player.
The show captures the dreams of 21-year-old Binny Bajpal in the small town of Mannphodganj, Allahabad. To create buzz around the show before its launch, Applause Entertainment leveraged short video platform TikTok.
The objective of the campaign was to reach a sizeable female audience that would relate to the aspirations of the protagonist of the show. Applause figured out that the core audience for the show would be young girls and family audiences in both heartland and metropolitan India.
One-third of TikTok’s 200 million users are from India, with 44 per cent of these users in the age group of 16-24 and 44 per cent of users are females. Since the target audience for the show is typically Tier 2 and 3 young women, there couldn’t have been a better fit.
The team at Applause brainstormed to create two highly relatable audio clips featuring the lead protagonist played by actor Pranati Rai.
They then reached out to select influencers to create TikTok videos around the audio clip and encourage their fans to do the same. The subsequent ripple effect produced astounding results for the show promotions.
Within 48 hours, more than 1,000 user generated content had been created using the audio by Applause. Overall, 3,200+ UGC content pieces were created. Most of this content was shared using the hashtag #MannPhodGanjKiBinny, which itself garnered 8 million views. The overall campaign reached more than 50 million views and continues to grow.
This far exceeded the Applause marketing team’s more modest goal of reaching 10 million views from both audio clips and generating around 100 UGC videos.