Zee Marathi’s ‘Jawai Vikat Ghene Aahe’ promoted with an innovative BTL initiative

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The latest offering of Zee Marathi, Jawai Vikat Ghene Aahe, is raising curiosity starting right from its name, its innovative promos, concept and the launch campaign.

The show is based on the audacious plans of a mother to get home a Ghar Jamai because she can’t bear the thought of letting her daughter go away from the care and security that she can give her. What ensues ahead is an interesting story of a mother and daughter’s battle of principles and choices.

The show’s campaign depicts the mother’s intent to get home a Ghar Jamai and the layouts were created with the objective of capturing it in an interesting and intriguing way.

It saw the mother-daughter duo awaiting the traditional wedding horse which arrives minus the groom, but the show logo mounted on it. Another one shows an empty wedding chair next to the girl with the show logo sitting on it.

The show launched on 3rd March with an extensive marketing campaign spread across multiple mediums including TV, Print, Outdoor, digital & ground promotions. The outdoor campaign is spread extensively across Maharashtra with key hoardings and bus shelters for high visibility and impact.

Print innovation across key newspapers in Maharashtra was carried for hammering the DDT and ensuring tune-in. High intrigue & curiosity was built through an interactive campaign on the digital medium to catch the younger audiences. Each day a different topic related to issues concerning marriage and youth were up for debate and people participated and gave their opinions with all vigour.

A disruptive BTL activity was conducted with an objective to create buzz amongst trade and hot points in Mumbai. On the lines of the show creative, traditionally decorated horses with the Jawai Vikat Ghene Aahe logo in place of the groom were placed at key locations across Mumbai. A branded bookmark was distributed as a give-away. The cast of the show also visited the locations and gave news bytes promoting the show concept and tune in. The activity received tremendous response and appreciation for its impact and recall value and also got covered by various news channels.

Catch this interesting mother-daughter face off in Zee Marathi’s new offering, Vicco Turmeric Naisargik Saundarya prastut “Jawai Vikat Ghene Aahe” every Mon-Sat at 7.30 pm only on Zee Marathi.