This Father’s day turned out to be really special for some dads. Zee Marathi with an innovative initiative surprised some fathers as their children wrote a special message for them which was carried to their doorstep by a secret messenger. This messenger was none other than their father’s favorite Zee Marathi actor. Watch the heart touching moment captured in a beautiful digital film on https://www.facebook.com/zeemarathiofficial/videos/10153957276324307/
This video reached out to more than 5 lakh people on Father’s day. The activity as a part of the Father’s day campaign was instrumental in growing Zee Marathi’s FB page’s reach by almost 200% with more than 200% growth in weekly engagement.
Zee Marathi’s Janhavi from Honar Suun Mee Hya Gharchi, Bhau Kadam from Chala Hawa Yeu Dya & Aditi from Ka Re Durava were identified as the most popular characters among fathers. The activity was pre-planned with the children and the unsuspecting fathers were in for a surprise when they opened the door to find their loved actors at their doorstep. They could not contain their joy and it turned out to be an emotional rollercoaster ride for the family as children opened their hearts to their father and thanked him.
The heart-warming video capturing these moments was released on Father’s day on Zee Marathi’s Facebook page and instantly saw high engagement in the form of shares & appreciative comments. It has garnered more than 15k views with more than 2700 likes & 700 shares only in a day and still counting…
The initiative was highly appreciated by not only audiences but the media fraternity as well who carried it extensively in print & across news channels.
Zee Marathi’s shows have always based itself on close knit families which are progressive and value oriented. Bringing families closer and encouraging them to do things together helps us as a general entertainment channel. Our insight was that in most Maharashtrian homes, children shy away from expressing their love & affection for their father. Not only that but they have rarely even thanked their father for all that he has done for them till now. This insight gave life to the thought that this Father’s day, thank your Dad and let him know you love him. To top it, this message was carried by their father’s favorite actor from Zee Marathi. The campaign was pushed across digital platform with the hashtag #ThankYouBaba.
The above initiative was a part of a 4-day long Father’s day campaign on Zee Marathi’s Facebook page which was pegged on the fun thought of #baaprebaap introducing the real fathers of Zee Marathi’s actors and bringing them to the forefront. It featured never seen before pictures, facts, videos about them which were shared by users across the digital medium. Specially created minimalistic posters depicting the different roles that a father plays i.e of a cook, ATM, plumber, electrician etc. connected with a large audience and generated high engagement.
Zee Marathi was instrumental in bringing a smile on some faces & has managed to make a small place in the hearts of these people for the rest of their lives.