Having been a thought leader and a front-runner in terms of innovating and introducing home-grown reality formats that celebrate the talent of India's common man, Zee TV has launched a truly differentiated, first-of-its-kind non-fiction property that showcases a very special connection shared by the country's identical twins - India's Best Judwaah. Having premiered this weekend on Saturday, 22nd July, the show breaks stereotypes on air and offers fresh content to the viewers. The channel is flexing its marketing muscle to ensure that the new non-fiction property garners the maximum eyeballs and sampling. Known for helming innovations in the social media marketing space, Zee TV has chosen a truly unique manner to introduce audiences to the 11 pairs of twins featuring as contestants in the show - The channel has launched India's First Online Twin Community on Facebook.
Zee TV's integrated marketing campaign for the show kicked off with a clutter-breaking promo that parodied the lives of identical twin brothers - Peter & Re-peter who are born with the same appearance but diametrically opposite approaches in life. Having piqued audience interest about this novel concept, Zee TV has taken an initiative to connect with twins across the country and unveiled the show's twin contestants, their endearing personalities and unique connections by creating India's first Online twin community on Facebook. Within a matter of days, the community has expanded to around 17,000+ followers. The community gives a sneak peek into the lives of identical twins from all parts of the country and will also give regular updates on the episodes of India's Best Judwaah, behind-the-scenes footages and interviews of the contestants, the show's twin producers Raghu-Rajiv and host Karanvir Bohra, a father to twin daughters himself! Viewers can join the Judwaah community at https://www.facebook.com/IndiasFirstTwinsCommunity/
A seamless panorama print ad across the country's leading publications further spread buzz around the first twins community. The show's outdoor campaign spanning hoardings, bus shelters, bus panels, airport branding cut across over 400 sites in Mumbai and over 100 sites in Delhi had vibrant creatives showcasing the 'Kitne Judey, Kitne Judaa' element of the contestants, familiarizing viewers with the contestants' contrasting personalities despite their obvious resemblance.
Stay tuned to India's Best Judwaah' Special Partner Finolex Cables every Saturday-Sunday at 8 PM, only on Zee TV
Report By: Krapika Singh Jat
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