Zee TV Promos win accolades at The Golden Award of Montreux, Switzerland
India's leading Hindi GEC, Zee TV, won accolades for the promos of its singing reality show 'Sa Re Ga Ma Pa' and primetime fiction show 'Tum Hi Ho Bandhu Sakha Tumhi' at The Golden Award of Montreux held in Switzerland recently. Both promos were awarded Finalist Award Certificates in the Entertainment / Leisure/ Culture category.
Sa Re Ga Ma Pa's clutter-breaking brand film created an impactful buzz around the re-invention of India's biggest singing reality show. Capturing a unique musical bond that develops across two warring countries and brings the soldiers from both sides together, this off-beat promo of Sa Re Ga Ma Pa not only caught viewers' eyeballs but forged a strong emotional connect with the audiences. Instead of taking the traditional route of promoting the key elements of a reality show such as its mentors, host or the new talent, the promo spoke volumes about the power of a voice in touching hearts and moving people even in the most trying circumstances. The promo beautifully brought alive the proposition of the iconic singing reality show's new season -Jab koi accha gaata hai, toh dil mein utar jaata hai.
In an era of single protagonist shows, Zee TV's Tum Hi Ho Bandhu Sakha Tumhi explored the concept of a large family that stays together and is friends with each other. The promo brought alive the core proposition of the show through a call made by a credit card company that is received by one member of the family but passed around to all its other members, creating the perfect picture of a family that has its sense of humor in place and is always up for a good laugh. It broke age-old stereotypes of so-called family protocol that defined how the saas-bahus and nanand-bhabhis of Indian television interact with one another, thereby generating great viewer interest in the show.
The Golden Award of Montreux honors companies and individuals responsible for the creation of excellent advertising, multimedia and events within the cultural surroundings of television and music festivals, reflecting in this way that communication is part of the global world of creativity. Members of an international jury from 16 countries evaluate entries in the main categories of film, print, outdoor, digital, media, direct marketing, event/spatial communications and corporate film.