How to launch an OTT show with creators in India

By the Rupees.com team. Updated 1 November 2026.

To launch an OTT show with creators in India, run a short burst before and on release day, then keep creators posting through the first episodes, with every post pointing to the watch page. Use cleared clips, cover the languages your show is available in, and track each post from the day it goes live.

Why an OTT launch differs from a film

A film has one opening weekend. A show has a release day and then a long tail, and a returning season has an audience you can remind. So the plan needs a sharp start and a reason for creators to keep posting after it.

Plan two phases

The burst: the trailer and release day. Get most of this phase's posts up by release day, because a post gets most of its attention early.
The tail: fresh clips from each new episode, character moments and scenes people are already talking about. Clear new footage for each drop so creators are not all posting the same cut.

Send people to the watch page

Attention that stops at the post does not start a stream. Put the title and platform in the brief and the watch link wherever the creator can add one. For a catalogue push, give each title its own brief so each post leads to the right place.

Cover the languages

If the show is dubbed, brief creators in each dubbed language and clear clips in that language. Choose creators by the language and city their audience is in, not by the language of the show alone.

Protect the story

List what cannot be shown, by episode. Ask for a do-not-post window on any twist. Keep the ability to flag or hold a post once it is live.

Check and measure

Check every live link: that it is the right post, posted in the agreed window, and carrying the disclosure the brief asks for. Rupees.com checks each link before it counts. See the disclosure rules in India.

Track views and comments by post and day, and compare them against your own streaming starts for the same dates. Creator data shows attention; only your platform data shows viewing.

How Rupees.com fits

One brief, a planned creator list, a live dashboard your whole team can open and a closing report to share. Send a brief.

Common questions

How long should a creator campaign run for a show?

Plan at least the trailer, release day and the first episodes. Weekly episodes give creators a new reason to post each week.

Can creators use clips from the show?

Only cleared footage. The brand clears the footage and audio, and the brief says what may not be changed.

How do you measure an OTT creator campaign?

Track views and comments per post and per day, then compare with your own streaming starts for the same dates.