Amazon MX Player’s blockbuster series Aashram has once again raised the bar, captivating over 250 million viewers across India. The latest instalment, Aashram S3 Part 2, has topped Ormax Media’s most-watched streaming originals list for four consecutive weeks, cementing its status as India’s most beloved OTT franchise.
Audience mix myth busted, reach expanded
- Amazon’s shopping profiles reveal that 77% of viewers are tech-savvy, while 64% are fashion-forward, reflecting a highly engaged and trend-conscious fan base.
- Aashram has shattered the myth that crime dramas appeal only to male audiences, over 20% of its audiences being women
- The series resonated across age groups, from young adults to 25+ year old viewers.
- Aashram resonates with pan-India audiences across both metros/Tier 1 cities, as well as Tier 2/3 cities. While Hindi remains the dominant language, the series also gained traction for Bengali, Tamil, and Telugu dubbed versions.
Unprecedented buzz and innovative marketing
- The series attracted multiple sponsors with Vimal being the presenting sponsor, co-powered by Lahori Zeera, Lux Nitro, and special partners including KEI Wires & Cables, Kenstar and Zandu Fast Relief.
- Trailer released on YouTube trended on YouTube for 23 days, amassing 24 million views.
- The 360-marketing plan was amplified through TV, digital, outdoor and social media, fuelled a nationwide frenzy.
- Collaboration between Indian cricketer Yuzvendra Chahal, where Baba Nirala ‘granted’ his unique wish of becoming an opener drove high engagement with 6.3 million views and 850k engagement.
