Challenge
Kooku app was launched in January 2020 and has been offering popular programs on its platform. Appeal of Kooku App is not only across the length and breadth of India but it also boasts of viewership from countries such as US, UK, Canada and other Countries. Kooku has ~ 10 lakh active monthly users, with weekly user engagement being over 2 hours and 30 minutes. As a responsible OTT player, Kooku successfully weaves in a social message in the storyline of its programs, thus delivering socially conscious entertainment. Kooku is available on Android and on the web. Kooku App has a consistent line up of entertaining content. The application has aimed to bring the Indian audience to terms with Bold and Adult content. India however has been a consistent market for Adult content but has a variable audience that only prefers english content when adult content is talked about. However looking at the market and local audience interest for such content, Kooku app saw an interesting opportunity in its audience and created niche market of its own Challenges: To sell adult content and create audience and market for the same To introduce the brand to the media To talk about the content in limitations of media acceptance To manage media expectations for getting coverage To cater multiple markets and conservative audience in Rajasthan, MP, Chattisgarh, UP, Bihar, Jharkhand, Punjab, Haryana To get coverage in CAT A print publications due to editorial issues
Solution
PR Tool used: Press Release To create awareness and launch the application To talk about various show launch To talk about exclusivity of content To highlight growth in subscription numbers
Results
The app was accepted well by the media and we were able to deliver best outputs Total eight release issued so far for the brand Total 283 coverage garnered for the brand Out of which 103 Coverage in CAT A category papers
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