Categories Name : Special Awards

Sub-Category : Best Integrated Media Campaign - Films/ TV Shows / News Shows / Events

Entry Name (Campaign) : Zee Cinema - 2.0

Covering Note / Overall Experience

2.O was the most anticipated movie of 2018. For the first time in the history of Indian cinema was Akshay Kumar and Rajnikanth were to come in one frame.

The movie was watched and the records were broken wildly across the country. It was now time to cater to a different medium, it was time for the world television premiere.

To follow up the grand success of the movie we made a mark with its world television premiere. We highlighted the proposition of the clash between two mega forces of the industry. This gave birth to idea “The biggest battle of the millennium”

Our tools to galvanise and appease the audience across age-groups and interest groups included the box office successes, the major fan base of the stars and the wildly gratifying special effects of 2.0. We use every medium at our disposal to push through and get maximum number of eyeballs on this stint.

Concept

We highlighted the proposition of the clash between two mega forces of the industry. This gave birth to idea “The biggest battle of the millennium”. We use every medium at our disposal to push through and get maximum number of eyeballs on this stint.

Installations of Chitti and Pakshi were installed at Juhu beach for 4 days.

Weeklong promotions in 77 multiplex screens across Mumbai and Delhi with disruptive and contextual creatives.

Hyper vision projection at multiplexes and malls.

Outbound dial call went from PAKSHI ( Akshay’s voice) and CHITTI ( Rajnikanth’s voice) on 20th and 21st April.

Social media posts.

The print promotion was planned in Mumbai, Delhi and MP markets in major news publications on 21st April ’19.

It was extensively promoted on our other channels too.

Innovation

We highlighted the proposition of the clash between two mega forces of the industry. This gave birth to idea “The biggest battle of the millennium”. We use every medium at our disposal to push through and get maximum number of eyeballs on this stint.

Installations of Chitti and Pakshi were installed at Juhu beach for 4 days.

Weeklong promotions in 77 multiplex screens across Mumbai and Delhi with disruptive and contextual creatives.

Hyper vision projection at multiplexes and malls.

Outbound dial call went from PAKSHI ( Akshay’s voice) and CHITTI ( Rajnikanth’s voice) on 20th and 21st April.

Social media posts.

The print promotion was planned in Mumbai, Delhi and MP markets in major news publications on 21st April ’19.

It was extensively promoted on our other channels too.

Execution

We highlighted the proposition of the clash between two mega forces of the industry. This gave birth to idea “The biggest battle of the millennium”. We use every medium at our disposal to push through and get maximum number of eyeballs on this stint.

Installations of Chitti and Pakshi were installed at Juhu beach for 4 days.

Weeklong promotions in 77 multiplex screens across Mumbai and Delhi with disruptive and contextual creatives.

Hyper vision projection at multiplexes and malls.

Outbound dial call went from PAKSHI ( Akshay’s voice) and CHITTI ( Rajnikanth’s voice) on 20th and 21st April.

Social media posts.

The print promotion was planned in Mumbai, Delhi and MP markets in major news publications on 21st April ’19.

It was extensively promoted on our other channels too.

Results

Effectiveness

The response was astounding. Our communication had reached millions of households across the country.

2.14 Lakhs clicks on GDN

1.17M views on YouTube

Total impressions on social media:34 million

2.0 witnessed the highest TRV ratings for any World Television premiere in 2019 - A Whopping TVR of 4.24