Heeramandi
Promoting The Powerful Father-Son Dynamic of Shekhar & Adhyayan Suman For Heeramandi: The Diamond Bazaar Through Podcast Placements
01 ABOUT
‘Heeramandi: The Diamond Bazaar’ is a popular OTT web series on Netflix, directed by the celebrated filmmaker Sanjay Leela Bhansali and released on May 1, 2024. The historical drama series comprises 8 episodes, portraying the royal lifestyle, struggles, and complex relationships of courtesans in Lahore's red-light district during the pre-Independence era.
With an ensemble cast of leading actors like Manisha Koirala, Sonakshi Sinha, Aditi Rao Hydari, Richa Chadha, Sanjeeda Sheikh, Sharmin Sehgal, Shekhar Suman, Adhyayan Suman, Fardeen Khan, and more, the larger-than-life series narrates a fictional story of the involvement of elite courtesans in India’s power struggles and shifting political scenarios.
‘Heeramandi’ marked a high-profile return for actor Shekhar Suman and the debut appearance of his son Adhyayan Suman. While Shekhar Suman played the character of Nawab Zulfikar, a sophisticated, authoritative, and influential personality of pre-Independent India, Adhyayan portrayed Zorawar, an arrogant, wealthy, and self-obsessed Nawab with complex family relationships.
02 Challenge
When the celebrity father-son duo approached BloomX for their PR activities, we critically analysed their roadblocks, identified some pressing pain points, and planned their desired outcome.
- Adhyayan Suman wanted to embrace this opportunity as a remarkable comeback, marking a pivotal moment in his acting career with a high-profile breakthrough
- On the contrary, although already a celebrated name in the industry, Shekhar Suman sought to showcase the depth and significance of his character, using this project as a platform to narrate the legacy of his 40-year acting journey.
- As a result, the father-son duo needed impactful PR activities to promote their lavish depictions and unique performances
In essence, Shekhar & Adhyayan Suman wanted a strong promotion of their powerful dynamics in both reel and real lives. They sought brand awareness, audience engagement, and trust that would empower their presence in ‘Heeramandi’ and the industry beyond.
03 Our Approach
BloomX strategized the PR campaigns of this celebrity duo by blending humour, uniqueness, and reliability. We leveraged the brand value, ready viewer base, and trustworthiness of popular podcast platforms, like Mashable India, to showcase the dynamic relationship between Shekhar & Adhyayan Suman.
Collaboration with Mashable India
Mashable India already had an active viewer base of 1.27 million, presenting an ideal platform for promoting the celebrity duo through podcast placements.
- We hosted a podcast episode entitled “The Bombay Journey”, highlighting the warm chemistry between Shekhar & Adhyayan Suman
- The episode showcased a unique style of discussion, reflecting a casual, engaging, and entertaining approach.
- The podcast focused on the 40-year acting journey of Shekhar Suman, the personal story of Adhyayan, and their behind-the-scenes lives to resonate with the audience.
We planned the podcast in an informal, easy-going, and personalized way to build relatability, authenticity, engagement, and brand credibility.
Repurposing the Podcast
BloomX didn’t rely on standalone PR activities. We also repurposed the podcast video and ran social media campaigns to ensure massive reach.
- We repackaged the podcast show into bite-sized videos and distributed the content on various social media platforms.
- The shorts and reels extracted from the podcast ensured higher reach, greater engagement, and increased visibility among new audiences.
- The video clips shared on Instagram also resonated with young audiences, while building hype for both the web series and our clients’ iconic characters
Essentially, repurposing the podcast enhanced brand visibility, recall, and audience interest, strengthening the clients’ brand voice for long-term success.
Results
04 Conclusion
Our PR campaign successfully rebranded Shekhar & Adhyayan Suman, turning the nostalgic duo into a fresh, relevant presence. It leveraged Mashable India’s massive ready viewer base to showcase their authentic father-son chemistry, driving 85K+ views, 930+ likes, and a 55% positive sentiment profile.
Moreover, the repurposed short-form clips amplified their reach across platforms, building recall and visibility beyond the show itself. As a result, audiences demanded more of Adhyayan’s solo performances while celebrating Shekhar’s refined, seasoned persona. This momentum built the stage for deeper engagement, ensuring the duo’s growing popularity for future projects and collaborations.
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