Brief and Objective of the campaign
Zee Cinema, India’s number one Hindi movie channel from the stable of Zee Network has constantly proven its mantle through entertaining content that gives the viewers a larger than life experience. The Hindi movie channel genre is clustered and has several top players who continue challenging Zee Cinema. However, the channel has maintained its leadership not only through content but also through several exceptional engagement campaigns. While the channel has reached out to theurban audience time and again, they recently ventured into the rural market for the first time during the Pandharpur Yatra in Maharashtra. The Pandharpur Yatra is one of the largest Indian pilgrimages that witness a participation of 15 lakh devotees over 21 days every year.
Scope and Scale of the campaign
Devotees (known as Varkaris) from different parts of the state belonging to different cultures, caste and creed participate in this Waari on foot to pay their respects to Lord Vitthal. Zee Cinema identified this opportunity and created several innovative opportunities to engage with the devotees. Zee flagged of their outreach through the identification activity. They distributed around 2 lakh identification cards to the Varkaris who travelled from Pune to Pandharpur. The cards were distributed from July 12th to July 15thon two routes. These I Cards developed a very special feeling within the Varkaris as it created an individual identity and separated them from the normal pilgrim. The cards made it easy for the Varkaris to avail various services offered by the organizing committees. It also helped the organisers to differentiate genuine Varkaris from the fake travellers and beggars. Varkaris who did not receive the cards enquired about them proactively creating tremendous positive conversation around the activity and the brand.
Creatively designed instruction and direction boards with Zee Cinema branding were placed atstrategic locations through the route. These boards indicated important information such as helpline numbers, facilities provided by the government, route maps. Idea was to make information accessible to all the visitors and give them a memorable experience.
Several representatives wearing Zee cinema T- Shirts were scattered around the main venue at Pandharpur to distribute water and cloth bags. The Varkaris appreciated this initiative and were extremely happy with the service as they did not have to travel far off to fetch drinking water which is one of the most essential amenities required. Around 35, 000 branded cloth bags were distributed free at various public places. These bags were an instant hit and they helped the Varkaris to store their belongings which they collected through the journey.
The Varkaris que up close to 48 hrs without any kind of entertainment to get the Darshan of Lord Vitthal. Zee Cinema took this opportunity to entertain the Varkaris and set-up large LED screens in the waiting area. These screens showcased live Darshan of lord Vitthal thereby creating a poignant atmosphere.
Impact of the campaign
This campaign largely strengthened Zee network’s brand reputation amongst the rural population. The campaign was effective because the brand created a 360 degree communication. The activities helped Zee in reaching out to women of the rural households who do not venture out of their homes frequently. The Waari also sees participation from various border areas of Maharashtra alongwith small regions in Andhra Pradesh. This helped the channel to reach to varied kind of population under one roof.