APV Meets VICE India
Mirzapur, an Amazon Prime Original, is a fictional show based in the small town of Mirzapur in Uttar Pradesh. Showcasing crime, drugs and lawlessness, it had all the elements of a story that India loves – crime stories, drama & high action.
The Tricky Part & Insights
The on-going & state of affairs in Uttar Pradesh attract a lot of political attention = media attention = country’s attention. Mirzapur, an Amazon Prime Original, is a fictional show based in the small town of Mirzapur in Uttar Pradesh. Showcasing crime, drugs and lawlessness, it’s a story that India would be interested in. But the cliff hanger question that everyone had was – Is it inspired by real events?
The Creative Solution
To answer the cliff hanger question that everyone had – Is it inspired by real events? – We collaborated with VICE India. With a global legacy of creating crime-related documentaries, VICE helped us create a 9-part documentary video & podcast series, showcasing the real crime in Uttar Pradesh. The story was true to the heartland, and also had a massive global appeal. This documentary series became an appendix to the original show, giving us an opportunity to have meaningful conversations with our audiences. Spent 1000+ hours researching on crime in Uttar Pradesh till date, visited 8 small towns in Uttar Pradesh (Lucknow, Varanasi, Mirzapur, Kanpur to name a few), interviewed 30+ journalists, police officials and some ex-gangsters and their men. Collated them under ‘K se Krime’, a 6-part video documentary series & 3 podcasts (Show K se krime logo)
Distributes these videos through Saavn, Daily Hunt, Ola Play, Share Chat and Airtel TV (show logos) to reach 18.7 Million video views & 40 Million impressions Drove 88.8K+ conversations around crime in India that made up for all the hard work.