Love Adhura

Background

 

A love saga where every route taken towards love leads to mind-gripping twists & turns in Amazon miniTV’s Love Adhura, a romantic suspense-thriller powered by Mamaearth. 

 

Objective

 

To introduce the lead duo, Karan Kundrra & Erica Fernandes in a never-seen-before plot and persona

Activate the lead-duo’s respective fanbases 

Spark conversations among the netizens prior to the trailer release.

 

Insight

 

Karan Kundrra is known for two things, his acting career & his iconic car collection. And since the show had a car steering its plot, it made perfect sense to leverage Karan’s fandom to create hype and get the audience hooked to the show’s trailer. 

 

Creative Solution

 

Karan Kundrra’s vintage Vauxhall, a driving factor in the show, went missing within 24 hours of adding it to his collection, grabbing headlines and creating internet chatter. 

 

Strategy & Execution

 

Karan Kundrra’s love for cars was well known to his fans, so him adding a vintage Vauxhall to his collection didn’t come as a surprise. But what did, is him reporting it missing within hours on his Instagram story.

 

The news grabbed headlines, fans grew concerned, and theories were made. Erica Fernandes, the show’s lead got involved too, further fuelling the conversation. 

And when the hype was at its peak, the duo, Erica Fernandes & Karan Kundrra made the announcement of the car finally being found and led them right to the show’s trailer.