ZEE5 has unveiled a multi-layered marketing campaign for its original crime–mystery thriller Saali Mohabbat, extending the film’s narrative beyond the streaming platform into everyday cultural touchpoints. Designed as a digital-first, insight-led initiative, the campaign brings together social media, influencer storytelling, on-ground activations and a strategic brand partnership.
At the heart of the launch was ZEE5’s collaboration with Ferns N Petals (FNP) during the film’s premiere week. For five days, FNP orders across India carried personalised notes from lead actor Radhika Apte, along with QR codes directing recipients to the film on ZEE5. Select hampers were also curated for celebrities and influencers, helping amplify reach during the launch window.
The campaign was anchored around the central thought: “pyaar, khoobsurat bhi aur khatarnak bhi”-a reflection of the film’s themes of love, suspicion and betrayal. Influencer activations featured symbolic black roses, while a temporary redesign of the ZEE5 logo reinforced visual recall. Staged public interactions and collaborations with creators in crime and thriller communities further blurred the line between fiction and reality, sparking curiosity-driven conversations online.
According to ZEE5, the integrated effort generated sustained engagement and significant reach across platforms. Kartik Mahadev, CMO, ZEE Entertainment Enterprises, highlighted the brand’s focus on building cultural narratives through connected TV visibility, creator-led storytelling and real-world moments. Avi Kumar, CMO, Ferns N Petals, added that the collaboration worked because it translated emotion into everyday gifting experiences.
Saali Mohabbat, starring Radhika Apte, Divyenndu and Anurag Kashyap, and directed by Tisca Chopra in her debut, premiered exclusively on ZEE5 on December 12, 2025.
