Zee Marathi’s latest launch Ka Re Durava was instrumental in rekindling romance between married couples in Mumbai. The very efficient network of Mumbai Dabbawallahs was used to communicate the message among office goers who are the target audience of the show too.
Ka Re Durava is a warm story of a middle class couple who owing to their circumstances have to work in the same office but act as strangers. The situation creates a physical distance between the couple but brings them only closer emotionally. Their dilemmas and struggle will resonate with the daily life of many working couples, especially in Mumbai.
The Mumbai Dabbawallahs, who are the lifeline for office goers in Mumbai have regular interaction with audiences across spectrums, in this case with the middle class office goer and Zee Marathi capitalized on this aspect to get the show communication across with a clutter breaking idea leaving a long lasting impact.
The Gandhi cap donned dabbawallah played cupid and inserted 50000+ branded love cards in dabbas for couples to exchange messages in. The areas were strategically chosen to reach out to audiences in Marathi residential areas & offices.
Couples had to write their love messages on the card and keep it in the dabbas for delivery. Thus, the dabbawallah acted as a messenger and Zee Marathi spread the message of love with it.
The show has also been extensively promoted on TV, print & outdoor & the Mumbai Dabbawallahs were innovatively used by Zee Marathi to communicate the thought of the show.
Ka Re Durava, every Mon-Sat at 9 pm on Zee Marathi is a fiction daily which is set in Mumbai. Jay & Aditi, a young married couple come from a modest middle class background and are working to make ends meet. Owing to their busy lives, there is very little time that they are left with for each other. But afterall, it is the little things in life that matter and makes the journey worthwhile. Ka Re Durava explores this side of Jay & Aditi’s life with the communication thought “Jithe durava yeto, tithe prem navyane suru hota” which means where there’s distance, love makes a fresh start.
Zee Marathi, the no 1 channel in Maharashtra, leads not just in numbers but in innovative programming and marketing initiatives which have propelled the channel to greater heights. The channel has consistently strived to bring newness through not only their content but their communication thought & mediums too.