Case Study

Categories Name : B. Channel/Media Strategy

Sub-Category : B05. Use of Social Media

Campaign Name : World Television Premiere Pushpa 2: The Rule on Zee Cinema

Brand Name : Zee Cinema

Agency Name :

Results

Pushpa 2 World Television Premiere shattered TV records with 5.1 TVR on Zee Cinema 2. Digital paid campaign for Pushpa 2 garnered 119 Mn impressions and 42.81 Mn views 3. Pushpa2 accrued 5.1 Tvr greater than 4.2 Tvr average IPL ratings. 4. Highest ever Reach of 54 million viewers since 2024 for a WTP in the Hindi movie category 5. Highest Reach for south dub Pushpa2 – 12.11% (since 2022), best being RRR also from Zee cinema 6. 30% conversion through TV campaign—3x the average for regular premieres. 7. The campaign successfully positioned Pushpa 2 as a high-octane cinematic spectacle with mass appeal, emotional depth, and iconic dialogues. 8. The campaign helped the repeat airing of the title to clock 3.6 Tvr (HSM U 2+ SD+ HD) which is unprecedented in the category.