Zee TV has unleashed a new cross media campaign to promote mythological serials. Zee TV has painted trucks and buses with ‘Mahabharat’, promoting the prime time serial telecast on Fridays.
Similar campaigns and contests is being run on popular internet sites and newspapers for Jai Santoshi Maa, another mythological on the lines of a highly successful film with the same name.
“The whole promotional exercise is being done in a different fashion all together with the main thrust being on using the mass marketing media to rope in audiences during the prime time.” Says Mr. Parthav Sinha, Director, Marketing Zee TV. “The movie, Santoshi Maa, which was a big hit of its times, though ran successfully, never reached the masses due to the limited reach of cinema. The focus of the campaign will not only be to drive in the Santoshi Maa Bhakts to the channel but also rope in complete families.” He added.
Zee seems to have embarked on a strategy to take away from Sony a lucrative share of the audience with this move. With a heavy cross media advertising supporting the shows it is clear that Zee wants to hit Sony where it hurts in its quest to dislodge Sony from its number 2 position.
According to Zee sources, the duration of the campaign will be approximately a month spreading across major cities like Delhi, Mumbai, Calcutta, Lucknow, Bhopal, Chennai. Delhi and Mumbai have the campaign of the epic Mahabhartha Raath, which will be out on the road reaching out to the masses.
Unlike the earlier campaign to launch the new look of the channel and the 26 new shows, this new campaign focusses on a specific genre only.