As soon as the Maharashtra government announced the reopening of theatres from October 22, countless Hindi films lined up for their turn on the big screen. Simultaneously, Amazon Prime Video and ZEE5 are gearing up for the digital premiere of two promising films ­­— Sardar Udham featuring Vicky Kaushal and Rashmi Rocket with Taapsee Pannu in the lead, respectively. At a time when all eyes are on the big-ticket theatrical outings, the two web platforms may have to launch an aggressive promotional campaign to ensure that their offerings are not lost in the noise.

Manish Kalra, chief business officer, ZEE5, says the streamer has a strong audience base, thanks to its diverse library. “For our latest title Helmet, we planned the #HelmetOn [campaign], [a series of] above- and below-the-line promotional activities covering social media, television, and out-of-home space,” he says.