ZEE5 has launched an integrated marketing campaign for its original crime–mystery thriller Saali Mohabbat. The campaign supported the film’s release and extended its themes across digital, social and on-ground channels, alongside brand collaborations.
As part of the campaign, ZEE5 partnered with Ferns N Petals during the film’s premiere week. Over five days, Ferns N Petals orders nationwide included a personalised note from Radhika Apte encouraging recipients to watch the film on ZEE5, along with a QR code linking to the viewing page. Curated premiere-day hampers featuring plants and select treats were also sent to celebrities and influencers.
The launch included social and digital activity built around the theme 'pyaar, khoobsurat bhi aur khatarnak bhi.' A key activation used the film’s poisonous flower motif, with micro-influencers gifting a black rose to their partners. The ZEE5 logo was temporarily redesigned across select launch touchpoints to align with the film.
Additional activities included a staged public couple argument that later revealed its connection to the film, collaborations with poet Keshav Jha, and targeted engagement within crime and thriller-focused YouTube communities.
According to ZEE5, the campaign achieved a reach of more than 12 million across platforms and contributed to social and media discussions around the film.
Speaking about the campaign, Kartik Mahadev, Chief Marketing Officer, ZEE Entertainment Enterprises Ltd said, “At ZEE5, we view every launch as a chance to build a relevant cultural narrative around the story, creating memorable moments. Our approach creates a flow of content between online and offline platform ecosystems where platform innovation, distribution surfaces, creators, and culture work in sync to make content both easier to discover and more rewarding to engage with. For Saali Mohabbat, we orchestrated high impact connected TV visibility, creator-driven storytelling, and real-world spike moments that carried the content emotion beyond the screen. This big idea led integration helped build curiosity and sustained engagement at scale delivering millions of meaningful reach moments and a launch experience that felt immersive, and unmistakably ZEE5.”
Avi Kumar, Chief Marketing Officer, Ferns N Petals said, “At FNP, we believe the strongest collaborations come from emotion, not marketing briefs. Saali Mohabbat gave us a character whose love for plants felt honest and deeply human. Bringing that into our everyday gifting experiences allowed us to extend Smita’s world beyond the screen—turning each delivery into a small, heartfelt invitation to discover her story on ZEE5”.
Saali Mohabbat is a ZEE5 Original how-dunnit thriller centred on Smita, played by Radhika Apte, whose life changes after a double murder draws her into a police investigation. The film also stars Divyenndu and Anurag Kashyap and marks the directorial debut of Tisca Chopra. It is the first collaboration between ZEE5 and Manish Malhotra’s Stage5 Productions and premiered exclusively on ZEE5 on 12 December 2025.
