Zoom has associated with the movie 'Waqt' to create some more buzz around the brand name. This would the first time that the channel has tried this route and has integrated the Zoom brand in the movie in a big way.
Explaining more about this, Apurva Purohit, COO, Times Television, said, "Increasingly various properties on Zoom like 'Filmi Fever' or 'Big Night' are recognised as Bollywood shows. This is in tandem with our vision to have a special relation with the Hindi film industry."
She explained that so far the channel has been promoting movies but it was about time that there could be cross promotion where key movies can be seen as a vehicle for Zoom as well. "A reason why we chose Waqt was because of the strong star cast with Amitabh Bachchan and the good work that director Vipul Shah has done before," explained Purohit.
However, more importantly it was the content of the movie that made way for Zoom to be present in it seamlessly that appealed to the channel the most. The initiative was conceptualised by Madison Teamworks fp&e (MATES), who presented the idea of this kind of a content integration in Waqt for Zoom.
Throwing more light on this, MATES' Director Content, Sooraj Bhalla says, "We are usually looking for these kinds of placements and tie-ups and in the case of Zoom and Waqt, it was a perfect brand fit. The lead actor is shows as a SEC A + TG, which is a Zoom TG and there is a contest in the movie, the kind that a channel does get included in - so in all this made a good match."
As Bhalla puts it, the contest suits the profile of the channel as the 'glamour and a lifestyle channel'. The integration of Zoom is used as the turning point in the film. The movie has actor Akshay Kumar talking to on-screen father Amitabh Bachhan about entering 'Zoom TV Contest - Zoom in Zoom out', where three winners will get a chance to act in big banner films.
He then goes for the audition for this contest. This is the first time that a channel has integrated itself to the story of a film to this extent. Examples have been seen earlier when Aaj Tak (Dhoom) and NDTV (Hum Tum) had their anchors make an appearance on behalf of the channel in the film.