: Case Study: How LockUppp garnered 200 mn+ views within a month of its launch #IndiaNEWS #Case Studies With Kangana Ranaut as the host, the LockUpp marketing strategy revolves around drama, the controversial

Case Study: How LockUppp garnered 200 mn+ views within a month of its launch #IndiaNEWS #Case Studies
With Kangana Ranaut as the host, the LockUpp marketing strategy revolves around drama, the controversial celebrity contestants, and the smart use of new age and traditional media by ALTBalaji and MX Player.

Touted as the ‘Most fearless reality show’, LockUpp was released on ALTBalaji and MX Player on 27th February 2022. Helmed by Kangana Ranaut as the host, Ekta R Kapoor’s reality show witnesses celebrity contestants locked up inside the jail, battling for basic amenities. According to statistics, LockUpp has garnered 200 million-plus unique views on ALTBalaji and MX Player within the first 32 days of its launch.

Here’s a look at the LockUpp marketing strategy, understanding how the creators used digital media, influencers and social media marketing to keep the buzz afloat around the show constantly.

Execution

Announcement Post

As 2022 commenced with speculations around Ekta Kapoor’s new reality show, the content czarina took to social media to put the rumours to rest by announcing the debut of the series.

View this post on Instagram A post shared by ALTBalaji (@altbalaji)

The Media Conference

Post the announcement, the makers promised to share all the details about the new reality show on 3rd February 2022 at the LockUpp: Badass Jail Atyaachaari Khel Press Conference. A star-studded event held with the media fraternity, the conference answered many questions that viewers and the media had about the upcoming show.

View this post on Instagram A post shared by ALTBalaji (@altbalaji)

Revealing The Host

The Press conference revealed the name and the format of the show and Kangana also revealed that 16 contestants were to be locked up where they will have to compete, to survive in the jail with basic amenities. With a seemingly unabashed presence, Ranaut was instrumental in generating conversations and curiosity across social media platforms.

This was followed by the release of posters with the queen of Bollywood taking over the internet.

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