Amazon Prime Video’s Paatal Lok has taken over the internet by storm, as the audience and critics came up with positive reviews. Released on May 15, The nine-part series was created by Sudip Sharma and directed by Avinash Arun and Prosit Roy. Produced by Clean Slate Films of Anushka Sharma, the series tells the story of a hardworking and honest cop investigating an assassination attempt on a renowned journalist.
Noting the brilliant writing and casting, Paatal Lok’s popularity can also be credited to Amazon Prime’s decision to amplify its social and digital media approach for the show. Director and Country General Manager, Gaurav Gandhi, Amazon Prime Video India shared that in the midst of quarantine, the media choices for marketing was limited, so they decided to go even bigger on social and digital media (with help from TV).
Though the pandemic stopped people from going out, it couldn’t keep OTT platforms from reaching out to its audience with top-notch content, and one such example was Paatal Lok.
Gaurav Gandhi further stated that the distinctive thing about the phases of this campaign was that in addition to their efforts (of anticipation, launch, and sustenance), the love for the show inspired a huge wave of ‘fan’ led marketing.