Sony MAX is set to premiere the television debut of 'Thamma' on March 21, supported by a technology-led marketing campaign designed to boost viewer engagement and tune-ins.
Central to the campaign is 'Thammameter' an interactive digital property that encourages viewers to participate in the film’s promotional build-up. The experience tracks users’ heart rates while they watch jump-scare clips and generates personalised 'Ni-Darr / Braver Scores' which can be shared on social media, extending the campaign beyond traditional TV promotion.
The campaign also features a microsite with a 'Khoon Ki Maang' mechanic that runs as a community-driven countdown, aimed at creating anticipation around the premiere.
Positioned around the messaging 'Dekho Dil Thaam Kar' the initiative combines technology-led engagement tools, targeted audience outreach and platform partnerships to build momentum ahead of the broadcast.
Thamma is the fifth instalment in the Maddock Horror Comedy Universe. Directed by 'Munjya' filmmaker Aditya Sarpotdar, the film stars Ayushmann Khurrana, Rashmika Mandanna, Nawazuddin Siddiqui, Paresh Rawal and Sathyaraj.
The film will air as a World Television Premiere on Sony MAX on March 21 at 8 PM.
