Zee TV launches innovative campaign to promote new show
By way of a rather unique innovation in the realms of ambient marketing, Zee TV has branded the seats across BEST buses in Mumbai such that it appears as if a passenger on the bus has affectionately side-hugged a co-passenger sitting next to him. The uniqueness of the idea and the "almost real" quality of the creatives instantly grab eye-balls.
Akash Chawla, Marketing Head- Zee TV said, "The interactive marketing campaign launched for Sanjog Se Bani Sangini was the first of its kind in the Hindi GEC space. The show was named on the basis of suggestions made by our viewers. When you involve the viewers at every stage of a show, it creates a greater sense of belonging and ownership amongst them. The response to our call for viewers to share their own unique love stories has been overwhelming."
In fine alignment with the premise of the show, the channel has also launched instant "love compatibility" checks on the mobile platform. By merely keying in SANGINI
Earlier last month, Zee TV had launched a pre-launch "interactive" marketing campaign to promote "Sanjog Se Bani Sangini' ' a campaign aimed at including and involving the audience in shaping the show at every stage. The first leg of the campaign had called out to viewers to participate in the naming of the show.
Taking audience interactivity one step further, the channel has called for viewers to write in with their own unique love stories, the best of which will be showcased on air by inviting the couple for an exclusive interview on Zee TV. Ever since the announcement of this initiative, the channel has been inundated with emails and letters from people all across India hoping to have their love stories featured
on air.
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