Zee Marathi started the new year by winning two awards at the prestigious e4m Primetime Awards 2020 – Best Launch/Re-launch of a program/Channel and Best Program Promotion Strategy – Single Medium. Zee Marathi's comeback campaign post lockdown earned the channel a Silver in the former category while their print campaign for Zee Marathi's Adhikmaas promotions won a Bronze in the later category.
Held on 27th April 2021, the 7th edition of Prime Time Awards celebrated creative ideas “beautifully imagined and brilliantly executed” by brands agencies and broadcasters. These Awards honoured the accomplishments of television advertising campaigns across 3 main categories (Creativity, Media, and Broadcasters) for phenomenal work done in the period 1st September 2019 to 31st October 2020.
Taking up the arduous task of bringing back TV viewers, Zee Marathi's “Celebration of Original Entertainment” campaign was an integrated campaign that drove the channel's critical efforts of re-launching original content post the lockdown in 2020. Shedding the glum mood, the campaign gave viewers a cause to celebrate delivering a 78% increase in GRP during comeback week. This multi-medium campaign earned a Silver in the Best Launch/Re-launch of a program/Channel category.
The festive cheer raised by this campaign has left its mark on both the viewers and critics as this is the second accolade won by the campaign in as many months.
Giving ratings a boost during IPL month, Zee Marathi's Adhikmaas print campaign promoted 4 extra Sundays of original content & earned a Bronze in the category of Best Program Promotion Strategy – Single Medium. Using a culturally relevant calmanac style ad that not only helped create an instant connect with viewers but also broke through the IPL clutter, the ad promoted the channel's entire Primetime line-up.
Report By: Tanvi Pradhan