“Utsav Marathi, Utsah Marathi”, (rejoicing the spirit of Marathiness) living up to channel’s beliefs, Zee Marathi has always come up with ways to be a part of its audience’s lives during festivals. Be it Gudhi Padwa, Ganeshotsav, Navratri, Diwali all festivals are celebrated across shows.
With an objective to drive viewership and enhance engagement of user with the channel, the contest was conducted leveraging the mood of the festive season. This year during Navratri, between 13th – 21st October, Zee Marathi conducted Navucha Padha Navratricha Contest, gratifying users with Rs. 9999/- every half an hour from 6:30 pm to 11 pm throughout 9 days. All users had to do was respond to a question asked on-air by giving a missed call on Toll-free number. Consistent responses were recorded throughout all time bands in the said duration.
Navucha Padha Navratricha was backed strongly by promotions on Digital platforms like channel’s website and Social Media Pages. Strategically questions were also pushed on certain days on twitter which allowed users to access questions in the time band, Facebook also proved to be an essential platform to act as a reminder for the contest amongst netizens through posts planned at regular intervals. Activity was also covered by leading publications of Newspapers in initial days of Contest.
Specially shot TV promo was designed with an objective to appeal to the masses with 2 of the most popular artists from our comedy show to appeal participation. Radio spots were played in rest of Maharashtra stations appealing people to watch the channel & participate in the contest.
In the 9 days of Contest, number of response missed calls received was on an average 3 Lacs every day. Unique calls recorded daily were rising as the contest progressed. It started with fifty thousand odd respondents, and on last day we saw more than 2.5 lac participants.
With more than 31 lac calls received over a period of nine days the contest has seen a strong traction across shows on prime time.