Garners the Highest Premiere Reach this year
Zee Talkies boastfully presented the premiere of a National award winning film – Fandry on 16th Aug 2015. The movie created a tornado in Maharashtra and delivered momentous ratings of 1600 TVTs* (4.4 TVR), with the highest premiere reach of 4.4 million*. Robust scheduling coupled with an invoking thought – ‘Are we really free?’ had a steering impact on the audiences of Maharashtra. With Fandry, Zee Talkies quelled the storm and rose to becoming the No. 2 Channel of Maharashtra, giving the leading GECs a run for their money.
Fandry, through its narrative, comments on the continuing system of caste hierarchy that plagues Maharashtra. While portraying the bitter truth of what is happening in society even today, the film forced the audience to think and to introspect. The film unfolds in a simple cinematic language and conveys a remarkable social message. At the 61st National Film Awards, it won the Indira Gandhi Award for Best First Film of a Director.
The promotions and marketing revolve around the theme of freedom from caste bias and racism which still persists even after so many years of Independence. Zee Talkies, in its promotions and efforts of engaging audiences and creating a movement, launched a #PledgeforEquality campaign across social media platforms.
The current channel strategy has created a lot of affinity amongst the channel audience, thus making it the No.1 Reach Channel of Maharashtra**. The channel reach numbers are a true indicator of the escalating popularity of Zee Talkies in Maharashtra.
Zee Talkies, a pioneer in innovative practices, aspires to offer a mix of quality entertainment and value addition in the lives of its audiences. Fandry was one such step towards creating a meaningful dialogue with the audiences while providing them with quality entertainment. Going forward, Zee Talkies plans to roll out some key initiatives with the aim to scale the channel to newer heights.
*Source: BARC, All Maharashtra, CS4+, Week 33 (2015), Among Marathi GECs
TVTs: 2 airings combined; Reach: Unduplicated for both airings
**Avg. Reach week 26 (2015) to week 33 (2015)