Objective & Strategy

Mission:

To establish Solo Leveling: ReAwakening as a cultural phenomenon in India by:

1. Leveraging Star Power: Position Rana Daggubati as the face of localized anime through his portrayal of Barca in Hindi, Tamil, and Telugu.
2. Creating a Cinematic Spectacle: Elevate Solo Leveling: ReAwakening as a must-watch event by offering an omnibus experience that recaps Season 1 and teases Season 2.
3. Driving Anime’s Mainstream Adoption: Cement Crunchyroll as the leader in anime distribution in India through strategic partnerships, fan-first activations, and high-profile media engagement.

Execution: Crafting a Blockbuster PR Narrative

1. Rana Daggubati’s Casting Announcement (Nov 21, 2024)

• A high-impact press release revealed Rana Daggubati as the voice of Barca, creating immediate buzz across entertainment and anime communities.
• Secured 500K+ organic reach in 24 hours with 4 exclusive interviews in top-tier media.

2. Mumbai Special Screening & Exclusive Media Preview (Nov 30, 2024)

• Hosted an invite-only screening for top 17 journalists and critics to generate embargoed reviews and social media anticipation.
• Resulted in 17 media reviews across leading entertainment outlets.

3. Delhi Comic Con: The Solo Leveling Dome Experience (Dec 3, 2024)

• Designed an immersive 360-degree experiential zone where fans engaged with the world of Solo Leveling through AR interactions and exclusive clips.
• Attendance: 8,500+ footfall at the Dome.
• Rana Daggubati’s surprise appearance became a viral moment

4. Fan Screening & Early Access Dubs (Dec 3, 2024)

• Organized an exclusive Hindi Dub fan screening for 70+ anime enthusiasts in Delhi.
• Resulted in 500+ organic tweets & 10K+ Instagram shares praising the dubbed adaptation.

5. Advance Screeners & Influencer Strategy (Dec 2, 2024)

• Distributed 12 exclusive advance screeners to leading anime critics and influencers.
• Amplified pre-release excitement with 150+ earned media placements.

6. Post-Event Media Blitz (Dec 4-7, 2024)

• Released event photos/videos to media, securing 75+ media mentions across mainstream and digital platforms.
• Featured in The Hindu, IGN India, Hindustan Times, India Today, NDTV, and News18.

Results: Awakening Success

Total Media Engagement:

• Exclusive Interviews: 4 major outlets (GQ, Hindustan Times, IGN, Rolling Stone)
• Earned Media Placements: 150+
• Social Media Impressions: 2.1M+ views (Crunchyroll & partners)
• User-Generated Content: 10K+ Instagram shares, 500+ organic tweets

Fan & Event Impact:

• Delhi Comic Con Footfall: 8,500+
• Fan Screening Attendance: 250+ enthusiasts
• Advance Screeners & Early Reviews: 12 distributed, leading to pre-release momentum

Cultural Milestone:

• Solo Leveling: ReAwakening redefined India’s anime landscape, proving localized anime dubs can thrive with strategic execution and star-driven marketing.

Key Learnings & Strategic Takeaways

1. Celebrity-Led Localization Drives Mass Adoption: Rana Daggubati’s involvement legitimized anime dubbing in India and expanded its appeal.
2. Experiential Activations Create Lasting Impact: The Solo Leveling Dome at Comic Con became a major attraction, reinforcing fandom engagement.
3. Early Access Reviews Shape Sentiment: Advance screeners helped generate positive pre-release buzz, influencing mainstream coverage.
4. Fan-First Approach Fuels Advocacy: The campaign cultivated an organic anime community, sustaining engagement beyond the release window.

A Benchmark for Anime PR in India

Bloomingdale PR’s Solo Leveling: ReAwakening campaign shattered expectations, establishing Crunchyroll as a dominant force in India’s entertainment industry. By blending celebrity power, experiential storytelling, and media-first strategy, the campaign not only set a new benchmark for anime promotions but also accelerated the mainstream adoption of anime in India.

Through strategic PR innovation, immersive fan activations, and record-breaking media engagement, Solo Leveling cemented its place as more than just a show—it became a movement.