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.
Akash Chawla, Head – Marketing, National Channels, ZEEL
said, “With ‘Connected Hum Tum’, there was a need to firmly establish a format of entertainment Indian television audiences had never been exposed to. The digital space, being a two-way communication street, lends itself well to driving conversations that are essential to ensure that the unique concept of the show gets registered and is clearly understood by the audience. Through initiatives such as parallel original online content specially developed for the show, a YouTube gadget exclusively created for the show, reaching out to the blogging community, extensive engagement of viewers in the social media, we leveraged the digital media well to create the right kind of buzz around ‘Connected Hum Tum”.
Sandeep Menon, Head of Marketing for Google India, said, “We have had a long term relationship with Zee for YouTube and it is heartening to see them taking the lead in adopting the digital platform and working with Viral Fever, who have created brand and audience for themselves on YouTube with their made-for-web content. This is a great way to build and engage a community of viewers online and we are happy to see Zee taking the lead on this.”
Ever since actor Abhay Deol announced his television debut as the host of Zee TV’s ‘Connected Hum Tum’, the unique concept of the show has created quite a stir in the country! After all, it is for the very first time that Indian viewers will see six real women sharing their lives and baring their soul on national television! The six participants have agreed to take hand-held HD cameras and record themselves in their own houses, capturing all that they say and do in their most personal space. They will shoot themselves as they go to work, step out to shop or attend a class … These six courageous women of different ages and on the brink of exciting crossroads in their lives, will put their innermost hopes, fears, insecurities, mistakes, triumphs, joys and sorrow out there for the world to see! Zee TV gives the audiences a chance to understand the psyche of today’s Indian woman, thereby understanding the women in their own lives better. This show will get people talking, discussing their own unique perspective on each of these women’s lives. The core idea is to get families to communicate more and understand relationships better. Stay tuned to ‘Connected Hum Tum’ as it airs at 10 PM every Monday-Friday on Zee TV.
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