Amazon launched a dedicated Bollywood and Indian Cinema streaming service in 2017 to provide more on demand entertainment options for their target audience. Touchdown Media served as the Agency of Record for the Amazon Heera initiative and developed the social, digital and traditional media strategy along with creative inputs for the campaign.
Our team coined the phrase Entertainment Ka Naya Baadshah (The new Emperor of Entertainment) and it has since become a catch phrase within the demographic resonating well with the audience.
Heera saw a marked uptick in sign-ups and even with many other options available; it added new subscribers daily to its service. Heera is now part of the Amazon Prime offering.