After the successful completion of 100 Days, an exciting thriller at the 10:30 PM slot, Zee Marathi brings back one of the most awaited and loved shows on friendship in an all new avatar with 'Dil Dosti Dobara'.
The first season revolved around 6 friends living together as paying guests while this time they are playing completely different characters who bond together for a common purpose of opening a restaurant together. Struggles, fights, chaos & friendship is what ensues when all of them come under one roof. Their saga of friendship & standing by each other during the good & bad times will bring sheer fun & entertainment for the viewers.
The show & the leads have been immensely loved by the viewers from the first season & they had been asking for a comeback since the first season got over. To capitalize on the already existing fan base & hype, a prank was played with the artists before breaking the news of the new season. The entire conversation with their reactions was recorded and put on social media creating curiosity and excitement amongst the viewers.
Also the characters were introduced in a unique way on social media. Short videos were made which showed their journey of childhood & the audience were asked to guess who they are. These videos were very well received & the audience got to know their favorite artists in a new avatar.
The campaign thought revolved around "Don't worry, aahe na yaari" which tells people not to worry when friends are around- essentially implying that any challenge can be faced with the support system of friends. The campaign thought was extended to the promos as well. When the 1st promo was put up on social media, it gained massive traction with 7 lac views and 10,000 shares.
The photoshoot was done in such a way that it not only captured the artists but also their love for food. The food was professionally styled to fit in with the artists' characters on the show. This will be used on various social media platforms for the campaign and after as well.
The on-air and off-air communication was designed keeping the youth in mind, having the right energy and vibrancy. Colleges and hangout zones were wisely chosen as sites for outdoor locations. It included the right mix of Hoardings, Bus Shelters, Platform boards and bus panels panned across Mumbai, Pune & ROM. On TV, the campaign was run across both news and music channels and was also being aired in the screening of blockbuster movie "Jolly LLB" during the first 2 weeks.
The wait is now about to get over as Zee Marathi is all set to bring back the craziness and madness of these loved artists in a new avatar starting 18th February @ 10:30PM from Monday to Saturday on Zee Marathi and Zee Marathi HD.
Report By: Ninad Bhalerao
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