Zee 24 Taas has rolled out a social initiative, called ‘Sansanit Kanakhali’ (One Tight Slap) to highlight/ expose the worsening condition of Mumbai roads, especially during monsoons. Sansanit Kanakhali lets viewers post one hard, ringing slap to those responsible for these road conditions.
The initiative gives an opportunity to the common man to share and exhibit his anger about the bad condition of roads in and around their home, workplace or the entire route between both of them. The objective is to get maximum participation through Facebook application or through sending SMS to Zee 24 Taas about the condition of roads they are affected by most.
The initiative aims at highlighting particularly bad stretches of monsoon-ravaged roads across the city, and turning the spotlight on those responsible. As the leading Marathi news channel, Zee 24 Taas is uniquely equipped to give an idea like this a much wider platform. Facebook page, Sansanit Kanakhali, invites viewers to post photographs of particularly bad stretches. To vote, you post a Slap – something the Mumbaikar has long been itching to give the jokers who are supposed to maintain our roads – and who fail miserably every monsoon. The very worst road in the Wall of Shame –the grand winner of sorts – will be declared after a month, and the people responsible will be grilled in a special program telecast on Zee 24Taas.
The campaign will be promoted though cross channel promos, Print & online ads as well as through a particularly novel channel i.e. the use of street theatre – with the plays to be filmed live by the Zee 24 Taas team.
The URL address for Facebook application page is www.facebook.com/zee24taas where in people can like the page to get started and upload a picture of affected road onto the ‘wall of shame’, they can also post a slap on the pictures uploaded themselves as well as by others. Viewers can also send in SMSes.
The campaign will also be supported by on air programming on Zee 24 Taas via news stories, coverage and debate and discussions during prime time.