Aha

Omni channel campaign

aha 100% Tamil web series and movies', is an OTT streaming service that offers exclusive Tamil content. With a content slate of 52 titles a year, aha has significant plans for new releases every Friday. aha needed to position itself uniquely in order to stand out and be acknowledged in an already cluttered OTT space. As a relatively unknown player, with limited available content at the time, the success of the brand's launch in Tamil Nadu heavily relied on the efficacy of a clutter-breaking marketing campaign.

aha's unique selling proposition of '100%Tamil' was a great place to start. And a natural next step would be to build on the audience's love of their mother tongue. It elevated the whole pitch to another level as it set the ground to build kindred and sense of belonging towards aha.

We came up with a campaign “THATTUNA THAMIZH MATTUME” meaning “Tap and all you'll see is Tamil”. The campaign has an emotional aspect where aha enables a connection between the Tamil audience and the content they love.

Considering the media that the target audience were likely to consume, we rolled out 2 television commercials, featuring aha's two brand ambassadors- Movie Star STR and Music Director Anirudh.

The campaign demonstrated how the app and the 100% Tamil content in it, connects the hearts of the people with just a tap, thus bringing them together.

We leveraged the campaign on various platforms, including OOH, print, and digital, resulting in a 4x increase in subscription rates