ZEE TV Launches Grand Period Drama with Innovations that #TurnBackTime

ZEE TV's magnum opus period drama ‘EK Tha Raja Ek Thi Rani’ that promises to #TurnBackTime by recreating the opulence of the 1940s on Indian television has launched amidst a high-decibel, 360-degree marketing campaign, with unique innovations across mediums.  Leaving no stone unturned in transporting the audiences back to pre-Independence India, the channel has rolled out an eclectic marketing campaign across TV, print, radio, Cable, DTH, Digital and Cinema. With the core proposition of #TurnBackTime, the communication across platforms gives the audiences a real taste of the golden era gone by.

The objective of the marketing campaign is to reach out to the largest denominator, targeting the loyalists while also bringing on board new audiences. The channel organized the show's launch press conference  in the lap of luxury at Gurgaon's ITC Grand Bharat, the only 7 star property  in India designed to bring alive the old-world charm of royalty. The lead cast, decked up in their royal finery, presented the love story through a ballroom dance drama act, specially choreographed by the renowned ballroom expert Sandip Soparrkar.

The launch day saw a print innovation that aimed to take the readers of Mumbai’s top English dailies back in time. The front page of Hindustan Times was an exact recreation of the actual newspaper on 27th July 1942, replete with the original masthead. On the other hand, DNA Aftr Hrs took a trip down memory lane, dug out the upcoming movies of July/Aug 1942, entertainment news and created a special front page as it would have appeared, had it been published on 27th July 1942.  Bombay and Delhi Times carried double spread sepia-toned creatives with the lead actors' pictures. The print campaign was also extended across key HSM markets of UP and Gujarat.

A differentiated show requires a distinct campaign, hence a three phase television campaign was rolled out. The first phase started with a teaser where audiences got a sneak peek into the worlds ofthe protagonists. The second phase set the show premise and showcased the stark contrast between the backgrounds of the protagonists. The third phase spoke about the intricacies of the royal world that a common man is unaware of. Also a week prior to the launch, two character promos further established the protagonists - Gayatri as a young, unassuming, simple yet free spirited and ahead of her times girl and Ranaji as a handsome, brooding prince but dutiful towards his kingdom.

The radio waves took on a classic feel as radio spots with India's most iconic radio announcer - a voice synonymous with the Golden age of All-India Radio - Ameen Sayani were played across stations.  A tie-up with Big FM had their talented RJ Neelesh Mishra give viewers a sneak preview of 'Ek Tha Raja Ek Thi Rani' two days prior to the show premiere on their popular show 'Yaadon Ka Idiot box'. Furthermore, on the day of the launch, for the first time, Big FM had three of its most popular RJs travel back in time to the 1940’s and give trivia on fashion, cuisine and style related to that era.
On the digital front, the channel hosted a ‘Vintage Photography Competition’, wherein consumers were asked to capture today with yesterday’s lens to #TurnBackTime. Also a 'tweet a postcard' activity was initiated for the Twitterati, where their messages for loved ones were put on an actual postcards and sent across.  This campaign has already garnered a digital reach of 15 million.

Ek Tha Raja Ek Thi Rani, with its sheer scale,  is the biggest fiction launch of the year. It aims to give viewers an up close and personal view of the lifestyles and some of the most closely guarded secrets of the rich and royal of the 1940s.