Want to slap someone? Zee 24 Taas gives you the opportunity!

It's halfway through the monsoons and Mumbai's roads are already worse than war zones. But this year, there is something you can do. Sansanit Kanakhali lets you post one hard, ringing slap to the buffoons responsible. That is the initiative by Zee 24 Taas, conceived and executed by Draftfcb+Ulka as a Facebook app.

"We thought of it as a simple one off monsoon initiative', says Anita Gokral, VP handling the Zee account. But Barun Das ( CEO - Zee News Ltd.) and Bhushan Khot (Business Head - Zee 24 Taas) saw the enormous potential in creating a permanent platform for citizen-journalism. "So while we have launched it to highlight the city's monsoon woes, future initiatives will cover other issues like encroachments, water misuse, local-level corruption, etc.'

The initiative aims at highlighting particularly bad stretches of monsoon-ravaged roads across the city, and turning the spotlight on those responsible. "As the leading Marathi news channel, Zee 24 Taas is uniquely equipped to give an idea like this a much wider platform' says KS Chakravarthy, NCD, Draftfcb+Ulka. "Our Facebook page, Sansanit Kanakhali, invites viewers to post photographs of particularly bad stretches. To vote, you post a Slap ' something the Mumbaikar has long been itching to give the jokers who are supposed to maintain our roads ' and who fail miserably every monsoon. The very worst road in the Wall of Shame 'the grand winner of sorts ' will be declared after a month, and the people responsible will be grilled in a special program telecast on Zee 24Taas.'

Apart from ads in the online space, newspapers and select magazines, the initiative will be extensively promoted on-ground. One particularly novel channel is the use of street theatre ' with the plays to be filmed live by the Zee 24Taas team, and used as part of the on-air promos.