MUMBAI: ZEE5, the OTT platform from the Zee group, has launched its second tentpole show Rangbaaz and has intentions of dubbing it in several Indian languages. ZEE5 India CEO Tarun Katial said it will release the show in Tamil, Telugu, Kannada, Marathi, Bengali and Malayalam by January.

Katial also added that the target audience of this show is the millennial age group of 18 to 34. “This series has a fair amount of true-to-life engagement of the fact that how the youth can get betrayed by politics of the day and how they get swayed because of power and glamour and tend to lose life amongst that. While the story is of the '90s, it continues to happen day in and day out, without having found a solution here or anywhere in the world,” he commented on the show.

Produced by JAR Pictures, Rangbaaz will premiere globally across 190 countries on 22 December. Inspired by real-life events, the nine-episode web series shows the journey of one of the most feared gangsters from Uttar Pradesh in the 90s.

From series to films, ZEE5 has laid its hands over various type of original content in the last few months. Katial said in 2019 it wants to stay ahead of the race with digital originals while the volume is going to be bigger from what audience has seen in this year. He also mentioned that 2018 was the rising point of digital content in India given the volume, variety of stories, different characters came through this year from several platforms.

The second biggest show of ZEE5 after Karenjit Kaur-An Untold Story will also have promotional backing in the form of a 360-degree campaign. Talking about the marketing strategy ZEE5 India business head Manish Aggarwal said, “We are doing interesting innovations in partnership with Google and Facebook where we are closely working with their in-house teams to create assets for Rangbaaz that we can leverage. That's also an industry first measure.”

The platform will focus mostly on digital and outdoor marketing for this show. The outdoor campaign will run in the top six cities of the country. On digital it will use influencer platforms like YouTube, Facebook and the social media assets of ZEE5. There will be innovations in print medium as well as radio campaigns. Along with these common strategies, it will also do on-ground activities for creating buzz.