Zee TV is redefining television engagement this September with the launch of three new shows—Sa Re Ga Ma Pa (September 14), Vasudha (September 16), and Jagriti – Ek Nayi Subah (September 16)—each supported by innovative and targeted marketing strategies.
For Vasudha, Zee TV has partnered with popular influencer Orry to introduce the lead character, Vasu, in an engaging Instagram video. Orry’s lively personality aligns perfectly with Vasu’s fun and down-to-earth nature, generating significant online buzz. The video highlights Vasu’s mission to win over the tough matriarch, Chandrika Singh Chauhan, which has attracted strong viewer engagement.
Jagriti – Ek Nayi Subah has been launched with a grassroots campaign focused on social change. The campaign features live nukkad natak performances in five cities—Delhi, Lucknow, Kanpur, Agra, and Patna—centered around a powerful poem reflecting the show’s theme of battling social injustice. The poem, voiced by actress Shweta Tripathi and enhanced with AI visuals, underscores the lead character’s struggle. Influencers like Mirabai Chanu, Hima Das, and Sumit Antil, alongside 100 others, are sharing stories under the hashtag #JagritiSeBadlaav to amplify the campaign’s reach.
Meanwhile, Sa Re Ga Ma Pa has adopted digital innovations for its promotion. A collaboration with Bobble AI allowed Zee TV to target individuals discussing singing and auditions during the show’s promotion. Additionally, Jackie Shroff’s Instagram videos humorously encourage viewers to help select the best talent. In a unique partnership with PhonePe, the Sa Re Ga Ma Pa logo is integrated into the payment app’s “wait” button, offering high visibility and seamless user interaction during transactions.
Mangesh Kulkarni, Chief Channel Officer of Zee TV, explained, “Each of our marketing strategies is tailored to reflect the distinct nature of the shows. For Vasudha, the influencer collaboration captures the character’s fun spirit, while Jagriti integrates socially conscious elements through creative activations. Sa Re Ga Ma Pa embraces technology in a way that keeps the show top of mind.”
Kartik Mahadev, Chief Marketing Officer at ZEE, emphasized that the Sa Re Ga Ma Pa and PhonePe collaboration is rooted in behavioral insights, while the Vasudha and Orry partnership brings authenticity. The Jagriti campaign, led by #JagritiSeBadlaav, showcases a sense of purpose and solidarity within Zee TV’s digital community.
Summary:
- Zee TV’s September shows—Sa Re Ga Ma Pa, Vasudha, and Jagriti—are promoted using distinct and innovative marketing strategies.
- Vasudha is introduced through a collaboration with influencer Orry, while Jagriti leverages live performances and influencer campaigns for social awareness.
- Sa Re Ga Ma Pa integrates with PhonePe and uses AI-driven digital promotions, ensuring a seamless audience experience.