Amazon Prime Video
Comicstaan 2
Online-to-offline stand-up experience, Delhi & Mumbai
- Year
- 2019
- Role
- Campaign Execution — support, social, influencer & on-ground
- Capabilities
- Audience & Culture / Creative Strategy / Integrated Marketing
01 — The Challenge
Amazon Prime Video wanted an online-to-offline experience that maximised the hype around Comicstaan 2 and drove viewership straight into the Grand Finale.
The experience had to feel local to Delhi and Mumbai and reach everyday people, not just influencers.
02 — The Insight
Show promotion defaults to screenings, red carpets and media events — audiences turn up, eat, and leave with nothing to say.
Stand-up carries the same limit: people expect to watch a performance and nothing more. The way to make a digital show tangible is to let people be inside the format rather than in front of it.
03 — The Strategic Move
Turn the promotional event upside down: make the attendees the performers instead of the audience, and treat a grand finale as a launch moment in its own right.
04 — The Idea
A game session in the format of the show: attendees played improv games with the host and with the Comicstaan 2 comedians themselves, in a space branded so that everywhere you turned you already felt part of the show.
05 — The impact
- 150%+
- Of target numbers in under 4 days
- 2X
- Registrations within 48 hours
- 2X
- Required footfall, Delhi & Mumbai
- 2
- Cities
06 — My Role
Supported the project lead in executing the campaign end-to-end, including maintaining budgets and on-ground support across the Delhi and Mumbai events.
Owned social media promotions — writing the content article, working on videos and ad creatives with the creative teams.
Led influencer management for the campaign, ensuring every deliverable was met on time.
07 — How it came to life
- Execution
- Announcement posts built FOMO for the event, generating 2X the promised registrations within 48 hours.
- Partnerships
- Hosts Vijay Yadav (Delhi) and Priyam Saha (Mumbai), with Comicstaan 2 comedians Akash Gupta, Shreeja Chaturvedi, Joel Dsouza and Rohan Gujral — and a surprise appearance from Biswa Kalyan Rath in Mumbai.
- Experience
- A series of improv games played with the hosts, each other and the show's comedians, with hampers from Amazon Prime Video for the winners.
- Content
- Every touchpoint — wristbands, coasters, backdrops, bunting, signage, the entry desk — carried a popular punch-line from the show to generate organic shares.
- Channels
- Platform web and app for registrations, plus social channels across both cities.
08 — Why it mattered
Online-to-offline-to-online: an experience people wanted to post about sent an audience back to the screen for the finale — and gave the show's talent proof of its own reach.
Published breakdown — Medium
Is A Grand Finale, The New Launch? How LBB Drove Eyeballs To Amazon's Comicstaan2 With A Stand-Up Experience ↗
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