Inside: Jamtara Season 2 marketing strategy – a mix of in-game content assets

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Netflix has dropped season 2 of crime thriller drama – Jamtara; to reach the audience, the creators followed the drama’s premise about big scams and phishing conveyed through various contents.

Netflix India’s crime thriller, ‘Jamtara – Sabka Number Ayega’ has returned with its Season 2, this time with a new tagline ‘Iss baar sabka number lagega’. Following the show’s theme of mobile scam and phishing, the creators have created several content assets as part of Jamtara Season 2’s marketing strategy.

Jamtara’s back

After 2 years of waiting, Netflix has announced the return of their drama thriller Jamtara which revolves around the large-scale mobile phishing scam lurking in small towns across India.

At the end of August this year, Netflix announced the release date for the next season of the show.

After the date was announced, the creators dropped the full second season trailer a month before the actual release of the show.

The official release of the trailer was supported by regular posts on the network’s social media handles reminding audiences of the show’s impending release date. These preview posts saw a mix of iconic moments from the previous season, clips from the new season, and a few Easter Eggs for the upcoming release.

To make the show appeal to the country’s younger generation, the creators took the usual credit card scams in the show and gave it a modern twist with dating apps. This clip showed how phishing can also happen on dating apps.

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The regional touch

Based in rural India, Jamtara is widely known for its relatable dialogues and colloquial language. To keep up with the show’s trend of using the regional dialect, all promotions for the upcoming season saw this twist and were heavily done in Hindi to reach a larger portion of the audience.

The star cast of the show had a brief chat with “Burt Hindi” to discuss the upcoming season.

Additionally, the stars of the show have also been seen promoting the show on the radio and thus engaging with a different audience.

Additionally, Netflix India used a meme marketing strategy where the assets featured the show’s characters.

Scam viral creators

Netflix has collaborated with some big viral “Gram” stars and, in good old Jamtara style, ripped them off into spending really big bills.

These collaborations included the infamous fashion icon “Urfi Javed”, owner of the eye-catching line ‘Tera Ghar shawl jayenga’ – rapper MC Stan and Anjali Arora, famous for “Kacha Badam”.

Summary-Streaming

As the release date approached, to attract more audience and in order to keep them full, the creators released the first 2 episodes of Season 1 for free on YouTube. This created a buzz around the previous season and ensured a loyal watch stream for the upcoming season.

Finally, the new season dropped on Netflix on September 23. According to the OTT platform, after 3 days of streaming on the web, the crime thriller ranks No. 1 in India.


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