Amazon MX Player’s blockbuster series Aashram has once again raised the bar, captivating over 250 million viewers across India. The latest instalment, Aashram S3 Part 2, has topped Ormax Media’s most-watched streaming originals list for four consecutive weeks, cementing its status as India’s most beloved OTT franchise.
Audience mix myth busted, reach expanded
- Amazon’s shopping profiles reveal that 77% of viewers are tech-savvy, while 64% are fashion-forward, reflecting a highly engaged and trend-conscious fan base.
- Aashram has shattered the myth that crime dramas appeal only to male audiences, over 20% of its audiences being women.
- The series resonated across age groups, from young adults to 25+ year old viewers.
- Aashram resonates with pan-India audiences across both metros/Tier 1 cities, as well as Tier 2/3 cities. While Hindi remains the dominant language, the series also gained traction for Bengali, Tamil, and Telugu dubbed versions.
Unprecedented buzz and innovative marketing
- The series attracted multiple sponsors with Vimal being the presenting sponsor, co-powered by Lahori Zeera, Lux Nitro, and special partners including KEI Wires & Cables, Kenstar and Zandu Fast Relief.
- Trailer released on YouTube trended on YouTube for 23 days, amassing 24 million views.
- The 360-marketing plan was amplified through TV, digital, outdoor and social media, fuelled a nationwide frenzy.
- Collaboration between Indian cricketer Yuzvendra Chahal, where Baba Nirala ‘granted’ his unique wish of becoming an opener drove high engagement with 6.3 million views and 850k engagement.
Bobby Deol, reflecting on the overwhelming response, added, “Aashram has been a defining journey for me, and the love it continues to receive is truly humbling. This season, the stakes are higher, the drama is deeper, and the impact is greater than ever before. Seeing fans embrace Baba Narala’s journey with such enthusiasm is incredibly rewarding!”
National Award-winning director Prakash Jha expressed his gratitude, stating, “The journey of Baba Nirala continues to enthrall Indians. Every season, we push boundaries to make Aashram more intense, compelling, and relevant. I am deeply grateful for the unwavering love and enthusiasm of our audience.”
Karan Bedi, Director and Head of Amazon MX Player shared, “Aashram is a tribute to Indian viewers. It’s phenomenal success reaffirms our commitment to delivering high-quality, free entertainment to audiences across India. The overwhelming response to Aashram S3 Part 2 has been extraordinary, driven by its gripping storytelling and outstanding performances. We are grateful to our sponsors for their support and helping us bring compelling stories to life.”
The latest episodes are now streaming for free exclusively on Amazon MX Player, available through its apps on mobile, Amazon’s shopping app, Prime Video, Fire TV, Airtel Xtreme and Connected TVs.