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Ramayan makes its way into the virtual world

27-August-2012
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Ramayan makes its way into the virtual world

Zee TV has unveiled a ‘virtual’ temple on the Facebook page of its new mythological show Ramayan. This is part of the channel’s digital initiatives for the promotion of its new show, which was launched on August 12 and airs both, on Zee TV as well as Doordarshan.

Commenting on the innovative digital strategies being undertaken by the channel, Akash Chawla, Marketing Head, National Channels, ZEEL stated, “In today’s age, communicating effectively in the social media has become an integral part of any brand’s communication mix. With a view to connecting with them in a language they understand and a space they consider their own, we’ve created the first-of-its kind ‘virtual’ temple on the Facebook page of our new show ‘Ramayan’”.

Acting on the key insight that people often miss out on praying in today’s fast-paced, action-packed lifestyles, the channel has designed the virtual temple which is a re-creation of the Ram Durbar showcasing Lord Rama, Lakshman and Sita with Lord Hanuman crouching by their side. The temple has features that can let people ring the bell, light a ‘diya’, play a choice of ‘aartis’, shower flowers and smear ‘haldi kumkum’ on the deities, break a coconut, and rotate the ‘aarti thali’. Online users can visit the virtual temple through a unique tab on the Facebook page. Zee TV also has plans of creating a mobile application which will make the virtual temple available to smartphone users and let them interact with ‘Ramayan’ through ‘aartis’ and ‘chaupaayis’.

Chawla added that there is a distinct and ever-growing segment of the population that is increasingly active on social networking websites. An innovative ‘virtual’ Shri Ram Mandir application created on Facebook would let the viewers connect in an interesting manner.

Apart from the activities on the digital space, the channel has also approached various segments of their target audience base through differentiated mediums. The channel has undertaken activities in mainline media platforms such as television and print so as to reach out to the viewers and readers of different genres and languages respectively. The channel carried out activities such as distribution of ‘prashad’ and ‘Hanuman Chalisas’ at temples across the country.

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