To mark the launch of Veer Hanuman, Sony SAB delivered a marketing campaign that married India’s rich mythological legacy with modern-day digital and on-ground innovations. From a striking sky projection in Ujjain to a viral devotional anthem and cross-show character integrations, the channel built a multi-sensory experience that engaged audiences across platforms—and drove impressive results.
Industry Context
India’s Media and Entertainment (M&E) sector is one of the fastest-growing globally, valued at ₹2.3 trillion ($28B) in 2023. With an expected CAGR of 10%, it’s on track to reach ₹3.1 trillion ($37B) by 2026. While digital consumption is surging—now accounting for over 30% of industry revenues—television continues to command the lion’s share with over 836 million viewers. In this competitive, content-rich environment, brands need to push creative boundaries to break through.
Brand & Concept
Sony SAB’s Veer Hanuman tells the origin story of Maruti—Lord Hanuman in his youthful, pre-divine avatar. Known as a symbol of strength and devotion, Hanuman’s mythology is familiar to many. The challenge? Retell it in a way that feels fresh, immersive, and meaningful for today’s viewers, especially families and younger audiences.
The Challenge
The core challenge was differentiation. With countless retellings of Lord Hanuman’s story across Indian media, Sony SAB needed to move beyond traditional formats and create an emotionally resonant, visually compelling experience that stood apart.
Strategic Approach
Sony SAB’s approach was multifaceted, designed to surprise, inspire, and engage. Their focus was clear: reimagine a timeless story through new-age execution. The campaign was designed to feel both reverent and contemporary, combining spiritual themes with innovative tech and social-first content strategies.
Creative Brief:
Blend technology, music, and social storytelling—anchored in devotion.
Execution Highlights
1. 3D Sky Projection in Ujjain
On Mahashivratri, the night sky over Ujjain’s Shri Ram Ghat transformed into a celestial canvas. Using 3D holographic projection, the journey of Hanuman unfolded above thousands of gathered spectators. A special “Hanuman Kripa Sthal” photo booth allowed visitors to see themselves receiving blessings, merging divine symbolism with immersive experience design.
- On-ground Impact:
- 3,500+ attendees
- 600+ interactive photobooth participants
2. Devotional Anthem & UGC Activation
The campaign featured a soul-stirring Hanuman anthem, sung by Indian Idol’s Chaitanya Devadhe. The track invited fans to create and share their own renditions, spreading organically across reels, stories, and YouTube.
- Music Amplification:
- Collaborations with Sadho the Band and Esha Gupta
- 2.74M+ views on the music video alone
3. Influencer Collaborations & Character Crossovers
Popular Sony SAB characters like Rajesh Wagle (Wagle Ki Duniya) and Pushpa (Pushpa Impossible) joined the campaign to build familiarity and buzz, while influencers captured the Ujjain experience in real time.
4. Social Media & Digital Activations
The digital campaign centered on moment marketing, trivia-led engagement, and countdowns under the theme “Sansaar Sankatmochan ka”—positioning Lord Hanuman as a guide through modern-day challenges.
- Digital Impact:
- 181M+ total content views
- 54.8M+ on the Ujjain sky projection
- 123M+ views across promos, reels, and influencer content
Results
Television Metrics
- 10.6 million viewers on Day 1 (15+ HSM Urban)
- 51% jump in reach compared to the previous 4 weeks
- 61% TVR growth on the time slot
- GRP gap with market leader reduced from 30 to 17 points
- 2300 GRPs home plan + 350 GRPs network amplification
- High-frequency, disruption-led programming (2 spots per half-hour over 20 days)
PR & Earned Media
- 1380 total media stories
- ₹10.29 crore AVE in coverage
- ₹7.22 crore in print (789 clips)
- ₹2.86 crore online (573 mentions)
- 162 minutes of TV news coverage across 18 features
- Strong representation in premium outlets (328 top-tier print, 297 online)
Takeaways
Sony SAB’s launch of Veer Hanuman offers a blueprint for modern mythological storytelling—one that fuses reverence with relevance. By integrating technology, music, influencer marketing, and on-ground spectacle, the channel created a campaign that didn’t just promote a show—it built a cultural moment.
As audience attention fragments and digital competition intensifies, Veer Hanuman stands out for its cohesive, multi-channel storytelling approach—delivering both viewership and emotional connection.
