Movies.Masti.Magic - Zee Cinema’s unique on-ground initiative for children’s day
by Vasundara R Marketing | November 10, 2014 | News
Zee Cinema Fun Cinemas PVR Cinemas
Zee Cinema, in a unique initiative this Children’s Day, brings together under-privileged children in Mumbai, Delhi and Ahmedabad to give them an unforgettable experience incorporating elements of their brand proposition – Movies. Masti. Magic.
In a first ever on-ground initiative amongst Hindi movie channels in India, Zee Cinema is taking from various orphanages for a special screening of the blockbuster movie ‘Happy New Year’. The activation is being held across three cities – Mumbai at Fun Cinemas on November 6 and Delhi on November 8 at Fun cinemas and Ahmedabad on November 10 at PVR Cinemas.
Post the film, Zee Cinema had booked an entire arena with a sumptuous lunch and plenty of indoor games and activities for the kids to have fun all through the afternoon. A magic show was also organised.
When the kids returned to the orphanage, Zee Cinema showered them with exciting and cool goodies to make their day even more special.
In all over 300 kids participated in the festivities, including children from Little Angel orphanage in Mumbai.
Speaking about the on-ground activation, Ruchir Tiwari, deputy business head, ZEEL, said, “This was a CSR intentioned event. But as a channel, it also gave us the opportunity to reach out to and gratify our key target audience – children.”
Commenting on the fact that this is the first BTL activation by Hindi movie channels in India, Tiwari added, “ It’s a growing area of marketing, but right now it is not being leveraged enough in the movie channel category. The response to this initiative has been good, so next we may apportion a little more towards BTL advertising. “
The channel organized a fun-filled day for children from orphanages including screening of the film Happy New Year and games and gifts.