Sonal Kabi on why Prime Video campaigns eye your Instagram feeds & WhatsApp forwards

Anywhere you see a lauki now, you’ll think about Sachiv Ji from Phulera, and that’s how smart and well-executed Prime Video’s marketing campaign for Panchayat was. The streaming platform has been doing some cool marketing gigs to promote their original series and movies. Remember when Srikant, aka Manoj Bajpayee, went job hunting on LinkedIn? Or when elephants suddenly disappeared from Times of India’s logos to highlight the issue of poaching? These aren’t typical promotions, but Prime Video seems to do well with each IP. To know more about their marketing strategies, afaqs! spoke to Amazon Prime Video. Below are excerpts from an edited conversation with Sonal Kabi, director and head of marketing at the streaming platform. What factors determine which Prime Video Originals receive heavy promotional support? All our Originals are important for us, and as a customer-backward organisation, we ensure that our marketing strategy for each is tailored to the title and the audience cohort it addresses. Here’s our approach: (i) Know our audience: Like matching viewers with their perfect show, we’re targeting campaigns to exactly who needs to see them.  (ii) Speak their language: Using the right channels  (iii) Be entertaining: If our marketing isn’t as engaging as
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