Ragini MMS Returns is a horrex series by AltBalaji that is equal parts horror and sensuality. With sizzling and intimate scenes featuring Riya Sen and Nishant Malkani and Karishma Sharma and Siddharth Gupta, the show is tapping into the young and the bold consumer market. You can read the review here.
And in a bid to connect with them in a more logical manner, the streaming platform has tied up with around 20000 rickshaws in 11 cities in India, including Mumbai, Delhi, Indore, Bhopal, Lucknow, Gwalior, Kanpur, Chennai, Agra, Bangalore and Pune.
The promotional activity has the rickshaws sport a sticker asking whether people have seen the new MMS of Ragini – the titular character of the web series.
On road promotional activities are not new for Bollywood. Netflix has gone the Metro way by posting standees of their popular series Narcos on Mumbai Metro. Some regional films have also gone the sticker way for their films. When the first film in the Ragini MMS franchise released, they had a promotional feature that had stickers on rickshaws too.
Looks like the streaming platforms are looking at traditional advertising for their top-of-the-rack products.