Its always interesting when creating a campaign for a regional audience that you don't belong to. Our biggest show for the Marathi audience Samantar is based on a best selling Marathi book and has a massive following in the market. Season one set up season two where one of the biggest Marathi stars, Swapnil Joshi finds that his fate is intertwined with that of another man in the past.

Its always a nice challenge to work on a regional show. For the second season one of the first steps had to be for us to really understand what the resonance the new additions to the cast like Sai Tamhankar had with our primary audience. It affected our decision, as part of the larger campaign, to build a mystery narrative around her and reveal less about her in the initial units before finally giving the audience more information about her in the character promos

It is a high concept show where the challenge becomes bringing the concept alive without it turning into an explainer and making sure to focus on the thriller aspect. This is what the trailer aimed to do by bringing out the twisted connection between the main two characters (young and old Krishna also incidentally to the Indian audiences) and its repercussions

As a roll out we decided to start with the teaser which would be scripted to establish the concept and then moved on to the trailer with the femme fatale character of Sai Tamhankar (a face that has immediate association amongst the marathi audience) given more prominence in later units as the PR buzz around her role increased