Jannat 2: Onamga maktub / Paradise 2: A Letter to Mother is the sequel to one of Uzbekistan’s notable national film projects. The story is built around family, motherly love, spirituality and respect for parents — values deeply understood by a broad local audience. For this project, iTV implemented the promotion and distribution campaign, combining marketing strategy, PR, digital communications, influencer engagement, partner collaborations and the platform’s own media ecosystem.
Problem
The challenge was to take the premiere beyond a standard film release and turn it into a nationwide cultural and emotional moment. The campaign had to attract a broad audience, build an emotional connection with the film, drive cinema attendance, generate media and social media conversation, and extend the film’s relevance to the iTV platform after its theatrical run.
Solution
The campaign was built not only around the film’s plot, but around its core emotional idea: mother's unconditional love and the values shared by every family. The communication platform focused on family values, motherhood, spirituality and respect for parents. We organized a closed premiere for media representatives, bloggers, artists, partners and opinion leaders. At the same time, the project received wide PR support through national media, digital platforms, social networks and partner channels. To increase organic reach and audience engagement, the campaign involved bloggers, project ambassadors and well-known influencers. A special collaboration with Musaffo and Shavkat Hasan (well known influencer who focuses on family values), including an Umrah trip giveaway, strengthened the emotional and cultural relevance of the campaign. The launch was further supported by a large-scale SMM campaign using trailers, exclusive materials, actor interviews, behind-the-scenes content and cross-promotional partner activities. iTV’s own media resources were used to amplify the campaign and maintain interest in the film beyond its theatrical release.
Results
The film generated over 8 billion UZS in ticket sales revenue Attracted more than 150,000 cinema viewers. Total media reach exceeded 20 million, Social media reach surpassed 7 million users. After its theatrical run, the film also entered the Top 3 most popular films on iTV.
