As a part of its ongoing festival on Amitabh Bachhan, ‘Shaniwaar ki Raat, Amitabh Ke Saath - His Golden Years’, Zee Cinema has started an innovative contest to promote Big B’s movie ‘Aankhen’, which will be telecast on September 24.
The channel has tied up with FM radio stations across Mumbai, Delhi and Kolkata for the campaign. FM stations like Radio Mirchi, Red Fm and Go 93.5 in Mumbai; and Radio Mirchi in Delhi and Kolkata are asking listeners to trace the pseudo-thieves deployed by Zee Cinema team.
A voiceover on the radio, which sounds very similar to Bachchan’s deep baritone, is challenging listeners to stop him from robbing a bank and trace the thieves if they can. ‘Ankhen’ is the story of three blind young men, who are used by Bachchan’s character to rob a bank where the latter used to work.
As part of Zee’s campaign, three men disguised as the three actors portraying the characters of the three blind men in the movie – Akshay Kumar, Arjun Rampal and Paresh Rawal – will be roaming around the city. Anybody discovering the thieves will have to SMS ‘loot location’ to 7575 to win prizes.
The series on Bachchan, which started in August, had been a huge success, claimed Zee Cinema. When asked about the promotional campaign, Mohan Gopinath, Programming Head, Zee Cinema, said, “The movie is an adaptation of a play and was a big success. We have tried to capitalise on the element of mystery in the film, thus trying to add to its intrinsic value and bring more delight to viewers.”