The father-daughter relationship is most treasured by every girl and Zee Marathi gave a unique opportunity to viewers to take this to another level and be seen on television. A contest on the digital platform ‘Baba aani Mi’ encouraged viewers to send their favorite father-daughter moment and the best pictures’ collages featured on the title montage of Ase He Kanydan for a week.
An opportunity to appear on television resulted in a phenomenal response of more than 2900 pictures received on Facebook and website in a span of 4 days. The success of the contest was evident as pictures were still flowing in even after the contest had closed. A glimpse of this montage is available on the link-https://www.youtube.com/watch?v=D1apC9-HVQw
Owing to the tremendous response, this idea was extended to print, where a full page ad in Maharashtra Times on launch day carried a collage of father-daughter pictures from the contest which was fused with the show’s creative and tune in creating an impactful and emotionally moving communication.
This novel idea stemmed from the show’s concept which explores the sweet relationship that of a father-daughter breaking away from the run-of-the-mill saas-bahu relationships seen on television till now. With the objective of offering a new experience to Zee Marathi’s existing set of audiences and developing the most crucial youth segment, Zee Marathi has taken this leap of showcasing a universal yet an underrated relation in the show.
Ase He Kanyadan launched on Maharashtra’s No. 1 Marathi GEC, Zee Marathi on 24th January to air every Monday-Saturday at 7.30 PM.
Pegged on the core thought that ‘No one else but the father will know what’s best for his daughter’, Zee Marathi’s Kanyadan took audiences on an emotional journey with its creatives which used mnemonics that played on nostalgia and were high on relatability Eg: silhouette of a father teaching his daughter to ride a bicycle, a little finger holding her father’s hand.
This campaign ran across various mediums like TV, radio, outdoor and ambient media to reach additional audience across markets & to serve as reminder driving tune-in.
Kanyadan, with its promising concept & storyline backed by a stellar cast of Sharad Ponkshe playing Sadashiv Kirtane, the father’s character is set to create newer benchmarks and find a place within Marathi audiences’ minds. It will also be instrumental in further strengthening and fortifying Zee Marathi’s position as the leading GEC of Maharashtra.