Amazon bet Rs40 crore on Inside EDGE. Will it pay?

Amazon Inside Edge

You open your newspaper; the first thing that catches your eye is, full page ad of AMAZON promoted, ‘Inside EDGE’. Then while commuting to work, be it metro, bus stands or even airports, ‘Inside EDGE’ is pasted on all outdoor promotion verticals. Go through your social media feed, there is sponsored ‘Inside EDGE’ promos all over. You switch on your TV, the ‘Inside EDGE’ commercials catches your eyes.

It’s easy to make out that world’s biggest e-commerce platform Amazon is going all out to promote their first India Original web-series.

According to the sources, Amazon India has pledged 20 crore marketing budget for Inside Edge. Yes, they are not leaving any stones unturned to catch the audience attention.  Grand imagery, bold promos, integrated marketing plan are clearly evident as Amazon tries to create a budge in the market. The show is promoted across media platforms including print, outdoor and digital. The marketing all over is trying to create an intriguing factor for the audience with a tagline: “Witness the game, behind the game!”

And mind it, this is not it! Produced by Ritesh Sidhwani and Farhan Akhtar, the series features a T20 franchise ‘Mumbai Mavericks’ owned by a film star played by actor Richa Chadda, struggling to sustain it. Therefore, looking for an investor. And the investor role is then donned by Vivek Oberoi, who is the antagonist of the show. The cast also includes Tanuj Virwani who plays the role of star player in the team. As per the industry estimates, the production budgets for 10 episode series is also as huge as its marketing budgets. Each episode has been allocated 2 crore for its production, making it 20 Crore gig. Add 20 crore of marketing budgets to the cost and it becomes whopping 40 Crore investment from Amazon prime.

So will this 40 Crore gig pay for Amazon? Will Amazon be able to justify the spends? Will the buzz around the show result into conversions?

Though the new customer acquisition numbers are yet to be revealed, the show has received mixed reviews.

Inside Edge

On its launch, Amazon Prime promised nine Indian original shows, making it the largest Indian original line-up on an OTT platform. For now, it seems that Amazon should also be wary of its fiercest rival in US. Netflix, the global rival has already announced its first Indian original series based on Vikram Chandra’s book ‘Sacred Games’. Anurag Kashyap’s production house Phantom House has been roped in to produce the series. Saif Ali Khan starrer series will be directed by Kashyap himself.

This means that the other OTT players are all ready to play big with the original content. No matter who wins the war between these global OTT giants, for now the content creators and marketers are having the coffers filled at their expense.