Top Story


Home >> Media - TV >> Article

Zee Cinema plans celebrating Big B blockbuster with real-life coolies

Font Size   16
Zee Cinema plans celebrating Big B blockbuster with real-life coolies

Zee Cinema has been telecasting some of the biggest blockbusters of Amitabh Bachchan in a three-month-long festival, titled ‘Shaniwar Ki Raat Amitabh Ke Saath.’ The channel is celebrating the screening of the film ‘Coolie’ with a special set of people – the real life coolies. Across five cities, coolies would be treated to a day of fun, as Zee would air the film on January 8.

Two days prior to the telecast, for one entire day all coolies at railway stations in Mumbai (Dadar, VT and Mumbai Central), Kolkata, New Delhi, Ahmedabad and Lucknow will be invited to participate in exciting fun games like dart throwing, target shooting (target being the villain in the film Coolie), arm wrestling and lots more. Winners of these games would win exciting prizes (audio cassettes CDs, T-shirts etc.) The main objective of this activity is to interact with the coolies at their workplace and bringing into their lives a day filled with fun and laughter, to conduct exciting and interesting games, through which they can win prizes.

Announcing the initiative, Bharat Ranga, Business Head Zee Cinema stated, “We at Zee Cinema, strive to bring the best to our viewers. Be it in terms of the movies we acquire like ‘Naseeb’, ‘Mard’, ‘Coolie’, which have never been shown on C&S before or the ground activity we do. There is a humungous amount of work involved in coordinating a ground activity for coolies across five major cities but we would like to celebrate a big film like ‘Coolie’ with the people it is all about.”

Zee maintains that the ongoing Amitabh festival, which was launched on December 4, 2004, is a massive success with viewers clamouring for more. The festival is being communicated on air through innovative promos creating immense nostalgia amongst all Big B fans linked with a conscious thee-month-long off-air activity – SMS Big B – creating tremendous viewer interaction. Zee claims that ‘Naseeb’ was the highest rated movie across all Hindi movie channels in the entire week with a 2.39 TVR, while ‘Mard’ received a TVR of 2.19.

Zee states that films such as ‘Aaj Ka Arjun’ and ‘Akayla’, which have been telecast earlier, have also garnered good ratings, proving the success of the festival. Bachchan’s films would be aired on television every Saturday night, for the entire month of January, which includes titles such as ‘Lal Badshah’, ‘Coolie’, ‘Toofan’, ‘Shakti’ and ‘Akhree Rasta’.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by

The campaign takes the narrative forward to persuade prospective investors to invest in mutual funds