‘As I am suffering from Kaadal’ was a new 13-episode Tamil Web Series to be launched simultaneously on Hotstar.
The series, directed by the very respected Tamil Film Director Balaji Mohan, was the first big web series being launched by Hotstar. Featuring some very accomplished actors, the show was about 4 fairly dysfunctional couples in different stages of Kaadal (Love).
We asked for – and got – 4 hours with the cast on the sets of the show, on the last day of shooting. We wrote close to 20 spots using the actors as the characters they were portraying – and managed to shoot all 20 ads in those 4 hours. We then expanded it to Facebook and Instagram posts, In App placements, memes and topicals.
An important component of the campaign was a series of ads and posts to promote binge watching, a first on Tamil television.