Call Me Bae, the new project by Dharma starring Ananya Pandey in the lead role is about to be released on Amazon Prime Video. As the series nears its release, the promotions for it however, do not satisfy as a strategic plan. Also, after the first promotion round (which seemed like a mock up version of The Devil Wears Prada), there hasn’t been a significant promotional strategy from the marketing team.
The first promotional round was something that gave the series and especially Ananya more negative than positive publicity. However, though negative, publicity is still publicity. It enabled the makers to generate hype for the series. Ananya started getting trolled on social media, but everything started a buzz around this upcoming series. But after the initial round, there hasn’t been a single strategy seen from the marketing team to keep up the hype or further increase it.
The team has not come up with any plan for promoting the series. Neither have they been active in promoting the series on social media. The first round can in no way suffice for keeping the hype for the series intact, especially when there are so many good shows to watch for the people. The series mainly targets the GenZ and Gen Alpha as its primary audience, and they have the maximum occupancy of social media in the country; still no endeavours in social media promotion can lead to failure of the series among the audience.
This lack of promotion for the show surely will trouble the makers. The show, with a right promotional strategy could have grabbed the attention of many potential viewers who are not surely expected to watch the series. The lack of social media promotion will leave a huge number of youth unattended further lessening the possible audience. One can’t say for sure why the team is lagging behind in promotion when big names are involved with the series. Are they sure that their lack of promotion won’t affect the viewership? Are they expecting a good viewership just because of the names attached to it, and the lack of viewers will surprise them? Or is the team convinced that the series won’t work and are deliberately not putting much effort on the promotions? We can only raise speculations, but no clear answer.