Zee TV plans to unleash a worldwide marketing blitzkrieg in the month that leads up to the grand ceremony. "Zee will go all out to promote the awards show internationally through an aggressive global marketing campaign cutting across the Americas, the United Kingdom, Asia Pacific (APAC), Middle East, North Africa, Pakistan (MENAP) and South Africa. Zee Cine Awards 2012 celebrates the emergence of Indian films on a global platform and allows the film fraternity to interact with global fans and media," said Punit Goenka, Managing Director & CEO, Zee Entertainment Enterprises Ltd.

The Zee Cine Awards 2012 global promotional campaign will cut across outdoor, print, radio and on-air promotions, and interactive contests. It will also widely explore the digital space including social media, mobile-based applications and forge strategic tie-ups in every region to ensure a 360 degree connect with the great Indian diaspora and the international audiences.

In its initial leg, the key communication objective of Zee TV's worldwide marketing campaign for the Zee Cine Awards 2012 is to drive attention towards the nominations that have just been announced. The idea is to get the maximum number of viewers to participate in the nomination process by sending in votes for their favourite nominees. Our campaign will highlight the exciting nominations contest, the winners of which will be flown in to Macau to attend the grand awards ceremony on Jan. 21. The subsequent legs of the campaign will showcase the glitz, glamour and sheer excitement that surrounds the Zee Cine Awards and drives viewers to tune into the telecast of the show on Zee TV on Feb. 5. The coming together of Zee TV's global marketing teams will see more than 30,000 promos running across its global network in 168 countries.

Zee TV hopes to make a strong impact in the digital space through increased consumer interactivity on their official Zee Cine Awards website, as well as through social mediums like Facebook and Twitter, and interactive mobile applications. Fans will have access to videos of behind-the-scenes star rehearsals, the ZCA premiere and red carpet events planned in Macau, in addition to excerpts from the last 12 editions of the Zee Cine Awards. Fan will also be able to interact with their favourite stars through video chats and buy merchandise autographed by leading stars as Zee TV partners with a leading auction web portal.