Zee Marathi achieved the highest ratings for a fiction special high point episode & set a new record when 'Tujhat Jeev Rangla', one of its most beloved shows reached a peak in the story as its lead characters got married.
While the wedding was on 5th March, the entire week from 27th Feb to 4th March had the various festivities from haldi to mehendi. However, the icing on the cake was the two-hour wedding special episode which had more than 14.2 million viewers across Maharashtra with a viewership of 8693 TVTs! (Source: BARC, NCCS 2+, wk 10, Mah All)
The marketing promotions banked on the show's immense popularity & focused on high engagement driven activities. For its digital promotions, an event was created on the Zee Marathi FB page 7 days prior to telecast. The event page reached out to over 9 lac people. Exclusive videos, bytes, boomerang countdowns were posted on the event page ensuring a sustained engagement with those who are highly interested. Also, a notification was sent by Facebook before the event (in this case the wedding episode) started.
Two special songs were made for the wedding- one for the haldi and the other for baarat. The baarat song was very peppy and has already caught the fancy of the people. It reached out to over 16 lac people and had over 7 lac views on Facebook.
The specially made promos for TV and the print creative showed people involved in the wedding inviting everyone. The promos were run across major Marathi channels and a print campaign was also rolled-out across major Marathi publications.
Set and shot in Kolhapur, 'Tujhyat Jeev Rangla' has gained popularity among the masses since its launch in October and the lead characters- Rana and Anjali have a huge fan following of their own. Hence, it was an ideal opportunity to involve everyone in Maharashtra and make them a part of the most important event in the characters' lives.
'Tujhyat Jeev Rangl' airs Monday to Saturday at 7.30 pm on Zee Marathi and Zee Marathi HD while it can be viewed anytime and from anywhere on the Zee Marathi App.
Report By: Ash Gopalani
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