Zee TV adds #MovieMasti filter and goes on road to amplify consumer engagement
The channel amplified the social media phenomenon of its hit game show ‘Movie-Masti with Maniesh Paul' and promoting #MovieMasti filter in a never-seen-before roadshow format
Trying quirky selfies with the latest social media filters is quite a fad amongst millennial netizens. With the launch of Zee TV’s first-of-its-kind comical Bollywood game show ‘Movie-Masti with Maniesh Paul’, the channel decided to give an all-new meaning to this phenomenon by creating whacky social media filters inspired by some truly iconic filmy stereotypes. It also embarked on a multi-city roadshow to give masses, including consumers and fans, the movie masti experience to sample the filters and engage them with the show in the filmiest manner during the launch week.
The audiences of Mumbai and Ahmedabad got a first-hand experience of these filters Live and Exclusive in their city between October 4th to 7th. The filters were made available to audiences and users of social media platforms including Facebook and Instagram. In just a week, the campaign achieved a whopping number of engagements across platforms, resulting in more than one million views on Instagram and TikTok, and more than two lakh impressions on Facebook.
From a melodramatic Ma to a twisted villain, and a sultry item girl to the quintessential hero, Zee TV’s #MovieMasti filters has it all. Much like their avatars noticed on these filters, the show features, the inimitable Maniesh Paul as host and a crazy family obsessed with Bollywood to include a melodramatic Ma (played by Ali Asgar), a villainous father Rajkumar (played by Jatinder Suri), jugaadu manager Komal Ponge (played by Paritosh Tripathi) and a naughty padosan - Chandni Bhabhi (played by Monalisa Biswas). Co-produced by Essel Vision Productions Ltd and Lil Frodo Productions, the show airs every Saturday and Sunday at 21:30hrs. It continues to unravel a rollercoaster ride for users into discovering the unseen, unscripted and flawed side of Bollywood celebrities, by subjecting them to tricky tasks, fun games and filmy quizzes week after week.
The show’s anchor Maniesh Paul was the first to experience this innovation as he inaugurated the #MovieMasti filter roadshow at the press conference in Mumbai, trying his hand at the ‘Filmy Hero’ filter, face-swapping to become India’s favourite hero-cop Robin Hood Pandey. The roadshow moved from Mumbai to Ahmedabad where Zee TV’s vans equipped with the #MovieMasti filter and a large LED screen travelled to every nook and corner of the cities, enthralling audiences with a quick-peek of themselves as their own favourite filmy avatars on the big screen. In Mumbai, the roadshow was innovatively established outside celebrity residences, such as SRK’s Mannat, Bachchan’s Jalsa and Salman Khan’s Galaxy Apartments, to leverage on the fan base and achieve an audience of these Bollywood fans in their home city.
Additionally, the social media influencers like Mallika Dua, Gaurav Ghera, Avneet started having fun with the filters and started making their own exciting renditions of the filter. The Zee TV family of celebrities including Zaan Khan, Eisha Singh, Dishank Arora, Ankit Siwatch, Reem Shaikh also joined the bandwagon to explore their filmy version of the filter, while participating in the campaign.
ZEE’s digital entertainment destination ZEE5 took the comedy and entertainment quotient of the show a notch higher by launching interactive gamification called ‘Movie Masti Khelo Live’. As a part of this gamification experience, viewers sitting at home can also play the game on ZEE5 app. The audiences have to just log on to ZEE5 when the show is live, and answer the questions appearing on the show, on the app. At the end of the show, one winner with maximum points will be gifted with shopping vouchers worth Rs 10K per episode. In addition to this play-along feature with the TV show, people can also participate in a daily Bollywood quiz on ZEE5 from Monday to Friday and win additional prizes.
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