The First Hindi GEC To Create Parallel Original Online Content To Promote Its Latest Launch
Following the success of the mobile app for its non-fiction properties which crossed a milestone of 1 million downloads recently and a slew of digital innovations for all its major launches over the last 2 years, Zee TV goes ‘digital first’ yet again for its latest primetime launch ‘Connected Hum Tum’. Forging yet another first in the Hindi GEC space, Zee TV has created original parallel online content to promote the show even before it premiered on television. Given that the show raises the question – “Auraton Ko Samajhna Itna Difficult Kyun Hai?”, Zee TV has created comic short videos with a central theme of ‘Men Who Understand Women’ Society – a crew that turns up during scenarios where a man is clueless about what has upset his woman and provides remedial measures to the suffering man. The videos are parodies of real life situations and will leave the audience in splits. These videos can be accessed on YouTube at http://www.youtube.com/watch?v=hwKD98ZnIwk .
A month prior to its launch, the channel created a wave of curiosity around the show in the social media through daily teaser posts on Facebook and Twitter that built intrigue around the novel concept of the show and the identity of its celebrity host. Once actor Abhay Deol was revealed as the host, the social media space was buzzing with pictorial posts of the actor with his tongue-in-cheek commentary about women and how he just cannot understand them! The title song of the show – a fresh, catchy video featuring Abhay Deol, was launched simultaneously on YouTube and all other video platforms alongside its on-air launch. Live chats with Abhay on Twitter, Google hangouts with the participants, LIVE tweeting during the telecast of an episode with an on-air twitter feed are amongst the other initiatives Zee TV has coming up to drive increased viewer interactivity and participation. Tapping the ever-expanding universe of bloggers, Zee TV organized an exclusive preview of the show for the blogging community followed by an interaction with the six women participants of the show, creating a significant imprint of the show in the blogging space.
Zee TV is also creating a YouTube gadget which will serve as the primary engagement platform for audiences to consume ‘Connected Hum Tum’ online. It will have episodes, uncut videos, a discussion forum on the themes of daily episodes and video biographies of the six protagonists.
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