Mumbai: ZEE5 has unveiled a high-impact, theme-driven campaign for its latest original film Tehran, starring John Abraham. Staying true to the platform’s ethos of purposeful storytelling and bold marketing, the campaign was crafted to spark conversation by aligning the film’s geopolitical themes with real-world institutions and national sentiment.
The all-encompassing 360° marketing blitz spanned across prime television slots, the full backing of the Z Network, high-visibility hoardings in Madhya Pradesh, Uttar Pradesh, and Mumbai, exclusive screenings, and striking on-ground spectacles. A precision-planned social media takeover, bolstered by curated content partnerships, further amplified the campaign’s reach — transforming Tehran into a nationwide cultural talking point.
A major highlight was ZEE5’s exclusive partnership with the Sushma Swaraj Institute of Foreign Service (SSIFS), New Delhi. Given the film’s focus on foreign intelligence and diplomacy, this collaboration added authenticity to the narrative. The initiative marked a world-first as SSIFS students and their families attended an exclusive screening, followed by a thought-provoking Q&A session with John Abraham, who engaged with aspiring diplomats on the nuances of playing a covert operative and responsibly portraying international affairs on screen.
Further amplifying the film’s scale, ZEE5 orchestrated a grand visual spectacle by projecting the Tehran poster on Mumbai’s iconic Bandra Worli Sea Link on release day. Witnessed by thousands, including John Abraham himself, the moment coincided with Independence Day celebrations, symbolising strength, patriotism, and cinematic grandeur.
Kartik Mahadev, Chief Marketing Officer – Zee Entertainment Enterprises Limited, said, “With Tehran, we set out to bridge fiction and reality by anchoring our campaign in national institutions, iconic landmarks, and the spirit of Independence Day. The first-ever exclusive screening in partnership with Sushma Swaraj Institute of Foreign Service allowed us to engage a highly relevant and discerning audience, sparking meaningful conversations that extended beyond entertainment. Lighting up the Bandra Worli Sea Link on release day ensured that Tehran launched with cultural impact at the very heart of Mumbai, creating a moment as unforgettable as the film itself. The result is a campaign that not only promotes a release, but also inspires pride, intrigue, and lasting recall, cementing Tehran as both a cinematic and cultural milestone.”
Kaveri Das, Business Head, Hindi ZEE5, added, “Tehran is a marquee film for us that reflects ZEE5’s strategy to deliver bold, premium storytelling with strong market differentiation. As a high intensity geo-political thriller, it appeals to a discerning audience segment, and we timed its release with Independence Day to maximize cultural relevance. The premiere at Sushma Swaraj Institute of Foreign Service created an authentic platform for engagement while the large-scale projection on the Bandra Worli Sea Link delivered strong on-ground visibility. This integrated approach is exactly the kind of cinematic event we want to champion on ZEE5 – one that excites, engages and resonates deeply”.
John Abraham shared, “Being part of Tehran has been a phenomenal journey. Going by my film choices over the years, it’s obvious that I have an ongoing love affair with the country — a connection that finds its way into almost everything I do on screen. My fascination with geo-politics made this story an instant draw for me. Interacting with the brilliant minds at SSIFS was both inspiring and humbling and watching the film’s poster light up the Bandra Worli Sea Link was a proud, unforgettable moment. I’m thankful to ZEE5 for giving Tehran such a powerful platform, and its release over the Independence Day weekend makes it the perfect time for audiences to dive into a story that blends high-stakes action with the spirit of patriotism”.