Riding high on impressive viewership numbers and undisputed leadership in the Marathi genre, brand Zee Marathi set off on another disruption strategy in the genre with the launch of its magnum opus ‘Jai Malhar’. The show based on the life of beloved and revered Khandoba promises to break new grounds in Marathi television. The show replete with special effects and never-seen-before graphics on Marathi television will herald a new beginning and further consolidate Zee Marathi’s position in the Maharashtra market.
The show that goes on air from 18th May 2014 will be aired at the 7 PM slot and will be a daily in the month of May. Moving forward from June, the show will air 6 days a week from Monday to Saturday. The show has been produced by Mahesh Kothare’s production house. Mahesh Kothare has been a successful actor, director and producer. The show launches with a one hour special on the 18th and the action and special effects packed promos of the show have left viewers hooked and increased anticipation. The launch has been supplemented by a high decibel 360 degree marketing campaign. The channel has invested heavily in television with innovations in outdoor and print campaign. A special digital campaign branded as ‘Lalati Bhandar’ has been undertaken on Facebook, which engages users to upload their photos. The photos are then modified with the sacred yellow powder reminiscent of Jejuri and tagged on FB. Besides Facebook, space on Youtube and other websites has been bought for the campaign. To create buzz on ground multiple flash mobs are being conducted across Mumbai, Thane, Kalyan and Dombivili to coincide with the launch of the show.
The launch of the show and the date of 18th May 2014 is rather special for the channel with the launch of a slew of fresh initiatives. Significant amongst them being the presentation of the channel in a new avatar with fresh packaging that will break in show with Jai Malhar at 7PM. The Zee Marathi website, will also be seen in a new and fresh coming of age look & most importantly it’s the first Marathi bilingual website (English and Marathi). The channel packaging campaign is a reinforcement of the channel’s tagline Mee Marathi Zee Marathi . The new look is developed to add freshness, a contemporary look and raise the efficacy of communicating with the viewers.The channel website is now a one stop encyclopedia for viewers regarding Zee Marathi shows and artist information.
The channel packaging has been developed by ‘Firefly’ while the website has been developed by ‘Binary’. To augment the launch of the new packaging the channel creative team has launched an initiative called ‘Shubh Aarambh’ signifying an auspicious and fresh start with the blessings of Lord Khandoba. The first look teasers of the new packaging have commenced on the channel & non network channels building intrigue about the impending launch.
Speaking on the occasion, Deepak Rajadhyaksha, Business Head, Zee Marathi said The launch of Jai Malhar is a landmark not just for Zee Marathi but the Marathi industry as a whole, as viewers will get an opportunity to see such scale and grandeur for the first time in the genre apart from seeing the life of their revered Lord Khandoba. The channel packaging and website have been developed keeping in mind the quintessential Maharashtrian who is modern in his outlook and embracing modern times yet is rooted and grounded to Maharashtrian values and traditions. We have entertained the people of Maharashtra since long and on 18th May we endeavor to present their favorite channel to them with a fresh look, fresh website and an emotional offering in the form of Jai Malhar
Zee Marathi thus promises a mega Sunday and a lot to look to forward to its viewers in the days to come and early indicators suggest that the cry of ‘Yelkot Yelkot’ shall reverberate for a long time and also take the channel to an altogether new high