Zee Cinema ropes in Rin & Good Knight for world TV premiere of 'Agneepath'

Agneepath is the biggest hit of 2012, starring heartthrob Hrithik Roshan and macho man Sanjay Dutt. It holds the record for the highest box office collections on Day 1, the biggest grosser of 2012 till date and ranks 4th in all time Bollywood Box office collections. Now you can watch the film in the comforts of your home as India’s first 24-hour movie channel, Zee Cinema will showcase the World TV premiere of the blockbuster, Rin presents Agneepath powered by Good Knight Advanced on Saturday 16th June, 2012 at 8 PM.

 

Zee Cinema has undertaken a 360 degree marketing campaign to drive buzz around the premiere on the channel. The on-air campaign of Agneepath is being played out in not just the biggest channels across the Zee Network, like Zee Cinema, Zee TV, Zee Marathi, Zee Bangla etc., but also across news, music, bollywood entertainment, kids’ channels, regional channels and even religious channels. There is a significant outdoor promotion being carried across 12 cities in the Hindi speaking markets. There will be print tune-in full-page ads on the date of tune in. This premiere is being promoted across the biggest DTH players of India, namely, Dish TV, Airtel DTH and Tata Sky. There is an online campaign of the premiere as well, across 25 leading websites, including Youtube and Facebook. To engage the online game buffs, an Agneepath game has been created by Zee Cinema and is currently hosted on Facebook. Zee Cinema also promoted Agneepath across 322 theatres across HSM (multiplexes and single screens) during the screening of Rowdy Rathore. IMPACT magazine had the Kancha Cheena dog ear print ad innovation. 

 

There has been a thrust on trade marketing as well this time. A group of women sashayed into the office premises of trade media agencies like GroupM, Mediacom and Madison amongst others and did an impromptu item number on the chartbuster of the year, Chikni Chameli.  Employees were baffled when they realized that it’s a flash mob part of the Zee Cinema marketing campaign to promote the upcoming blockbuster. The flash mob was followed by a lighthearted interactive quiz where people were gifted Agneepath merchandise on the spot. 

 

The marketing team has also used the digital medium extensively for Interactive Promotion with viewers. A specially designed Agneepath game has been designed for Facebook. The engaging game has been designed keeping in mind the central characters and plot of the film. You can play the game on https://apps.facebook.com/agneepathgame/

 

On 16 June, an Agneepath masthead will appear on youtube along with banner ads in Google and Facebook.

 

Agneepath is the story of a young boy, Vijay Dinanath Chauhan (Hrithik Roshan) who is taught by his principled father about the path of fire – AGNEEPATH. His life is completely shattered when the evil drug dealer Kancha (Sanjay Dutt) hangs his father to death. Vijay leaves for Mumbai with his pregnant mother and has only one mission in life- to come back to Mandwa and bring back the glory of his father’s name.In Mumbai, 12-yr-old Vijay is taken under the wings of the city gang lord Rauf Lala (Rishi Kapoor). From then on it is a journey of revenge where he makes and breaks many relationships only to get closer to his aim. Vijay finds support only in his best friend Kaali (Priyanka Chopra), who stands by him at every moment in his life. Fifteen years later his hatred for Kancha takes him back to Mandwa where his life completes a full circle. 

 

Watch Hrithik Roshan, Sanjay Dutt, Rishi Kapoor, Priyanka Chopra and Katrina Kaif in Rin presents  Agneepath powered by Good Knight Advanced  on Saturday June 16th, 2012 8 PM, only on Zee Cinema.