Zee TV uses blitzkrieg flash mobs to launch "Preet Se Bandhi Ye Dori Ram Milaayi Jodi'

Having premiered at the coveted 9:30 PM slot on Zee TV on Monday, 20th September, "Preet Se Bandhi Ye Dori Ram Milaayi Jodi' is undoubtedly an important primetime property for the channel. Zee TV has re-scheduled one of its most successful shows "Agle Janam Mohe Bitiya Hi Kijo' to the 7:30 PM time-band to make way for the new offering. Leaving no stone unturned in ensuring that there is ample buzz surrounding its launch, the channel has unleashed a nationwide blitzkrieg of flash mobs conducted at malls and multiplexes in Mumbai, Jalandhar, Ahmedabad, Baroda and Delhi.

The initiative marks a first in the Hindi GEC space as no other channel has employed flash mobs to promote their upcoming properties so far. A "flash mob" involves a troupe of dancers swiftly assembling for a lively jig in the central foyer of a mall or a multiplex, followed by an emcee engaging the audience in an interaction around the premise of the show even as volunteers hold up the show standees for public viewing and distribute fliers. It's all over in 7 minutes but leaves a huge impact on the viewers' minds!

Akash Chawla, Marketing Head, Zee TV said, "With "Preet Se Bandhi Ye Dori Ram Milaayi Jodi' replacing an immensely successful "Agle Janam Mohe Bitiya Hi Kijo' at the 9:30 PM slot, we plan to go all out and generate enormous buzz in the country around our latest offering. Forging a first in the Hindi GEC space, Zee TV will conduct eyeball-grabbing flash mobs across important markets in India. Additionally, we have gone the extra mile to customize our radio campaign to suit the sensibilities of each market we are targeting."

The response to the flash mobs has been overwhelming with enthusiastic participation by the crowd present at each venue. The concept of flash mobs being relatively novel and hitherto untapped by other players in the Hindi GEC space served the purpose of grabbing public attention. With such out-of-the-box, innovative methods constantly employed by Zee TV in marketing its shows, it is little wonder that the channel enjoys excellent sampling and reach.