Siddharth Dhongle | November, 03 2015
Zee Talkies garners an unprecedented response for ‘Daba Bot, Milwa Note’ (Press the key to win money) – over 13 Million calls. The third edition of this contest spread like wildfire in Maharashtra with a whopping average of 4 lac calls received daily. The initiative saw a remarkable response of over 45 lac calls in the first half itself which further grew by 96% leading to a sky rocketed number of over 88 lac calls in the later half.
‘Daba Bot, Milwa Note’ has created a milestone by breaking all previous records. It surpassed the number of the first edition of ‘Paishacha Paus’ i.e.1.21 crore calls, thus galloping to be the biggest consumer engagement contest of Maharashtra. With a fresh package and an on-air communication that utilized elements of humour and imagery, the contest established strong connect with the audiences of Maharashtra.
Conceptually, it is a simple yet engaging contest that encourages viewers to participate in a quiz on Marathi cinema by way of giving missed calls on the number corresponding to the right answer. In an effort to build credibility for the contest, winner names were declared on a daily basis across multiple platforms.
An integrated communication plan for the contest involved a sharp focus on lateral promotions which was skewed towards television and print promotions. The strategy for all promotional activities was aimed at providing audiences with a persuasive reason to participate and win cash prizes while instilling distinctive recall for the contest. The initiative was applauded by the crème de la crème of the industry who provided their valuable support by endorsing the contest.
Zee Talkies Business Head, Bavesh Janavlekar, says “We take great pride in proclaiming that this unique consumer engagement initiative has garnered an unprecedented response, making it the biggest engagement contest of Maharashtra. On behalf of Zee Talkies, I would like to thank the audience of Maharashtra for supporting us through all our initiatives. We promise to provide wholesome entertainment for our audiences in the times to come.”
Zee Talkies stands proud on its promise of providing quality entertainment. In its next bid the channel will present the WORLD TELEVISION PREMIERE of DOUBLE SEAT on 8thNovember 2015 for its viewers. We believe that the contemporary script and creative presentation of this film coupled with a superlative cast will appeal to our audiences.
With the contest, Zee Talkies has once again reinforced its positioning as a Film Entertainment Channel (FEC).
The best is yet to come for Aapla Talkies, Zee Talkies!
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