ZEE Talkies Won Silver for its 360 degree campaign during the Ashadhi month – 'Talkies chi Wari Pandharichya Dari' & 'Nachu Kirtanche Rangi contest', in the 'Best Holiday/ Seasonal/ Festival Marketing' category at 9th edition of e4m India Marketing Awards at Taj, Santacruz.
In the 21 days of festive campaign, audience participated in the biggest ever on-air contest, which resulted in +95 lac consumer missed calls. The contest had an innovative gratification for audience, an unique audio murti of Vitthal Rukmini with pre-recorded Kirtan from ZEE Talkies originals kirtan shows. ZEE Talkies deployed a multi-pronged strategy during the festive, wherein larger than life Vitthal Rukmini murti on canter traversed the entire 250 kms during the wari period, thereby reaching over 15 lac audience daily on-ground. All prominent entry roads to Pandharpur were branded, coupled with in-temple branding. On the final day of Ashadhi Ekadashi, ZEE Talkies arranged for Kirtan performance by prominent Kirtankar of Maharashtra at its canter along with on-air special episode of Kirtan by famous Kirtankar, Maharaj Indorikar.
As a part of digital activity, audience participating in the Wari were encouraged to share their selfies with ZEE Talkies on whatsapp which were further published on its social media handles. ZEE Talkies received over five thousand entries from audience during the wari period and their photos with the ZEE Talkies murti on canter were viral sensation through the Wari. Many public figures visited the canter during this period including, politicians, police personnel, social activist and celebrities.
Cumulative reach of Zee Talkies during the 21 days grew by 81%, with 48% increase in channels' average weekly GRP and 77% increase in weekly average reach*.
The award recognizes brands' innovative activation strategies which leverages the unique aspects of the specific festival.
Gajar Kirtanacha & Man Mandira are 2 original shows on ZEE Talkies which cater to a large audience of Maharashtra who are followers of Vitthal Rukmini and Kirtan forms a large part of their daily entertainment. Ashadhi month is a holy month for this diaspora traveling the entire or a part of the pilgrimage during the Ashadhi Wari in June- July month.
ZEE Talkies wanted to directly connect with this devoted community of Warkari audience in wari and stay connected with its viewers who stayed at home during this period, through 2 unique proposition of larger than life Vitthal Rukmini murti on canter, which participated in the Wari and on-air contest for its daily audience. This was amplified with promotions on-air, outdoor branding and digital engagement.
This is third feather in cap for the year for ZEE Talkies. Having won the Gold Button award for achieving 1mn subscribers on its YouTube channel and bronze for Punascha Hari Om in the category 'Best Content Marketing in Films' in the e4m India Digital Awards.
*Source: BARC| MH/ Goa UR 15+| Pre Week 22 to 24 Vs Wk 25 to 28 campaign period
Tag: Zee Talkies, Nachu Kirtanache Rangi Spardha, e4m India Marketing Awards, e4m India Brand Conclave
Report By: ZEE Talkies