OTT streaming platform MX Player had recently roped in a number of influencers to promote the latest season of their show ‘Aashram’. The campaign’s genesis is ‘Babaji’, the central character played by actor Bobby Deol in the show, looking for ideas to connect with the youth and asking the audience to give him some tips.
The platform got well-known influencers like Harsh Beniwal, BeYouNick, Viraj Ghelani, Saloni Gaur, and Bobby Deol himself, to participate in the #BabajiKaMakeover campaign on Instagram.
According to influencer marketing agency Sheeko, the campaign has so far had a reach of 5+ million, and the brand has spent more than Rs 40 lakh on the campaign. The brand’s target audience was primarily the people between the age of 18-30 years. The influencers roped in were also between the ages of 20-30, making it a decent tie-up for the brand.
The campaign was executed in the last week of May and the first week of June keeping the timing of the third season’s release in mind.
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