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Zee Marathi premieres ‘Lai Bhaari’ – the highest grossing Marathi movie

October 13, 2017

Riteish Vilasrao Deshmukh's top grossing blockbuster hit - 'Lai Bhaari' premieres on Zee Marathi on 25th January 2015 at 7PM. Zee Marathi is the No.1 Marathi General Entertainment Channel in Maharashtra and is also known for premiering the best of Marathi movies.

Riteish Vilasrao Deshmukh’s top grossing blockbuster hit – ‘Lai Bhaari’ premieres on Zee Marathi on 25th January 2015 at 7PM. Zee Marathi is the No.1 Marathi General Entertainment Channel in Maharashtra and is also known for premiering the best of Marathi movies. The movie which smashed the box office record in the Marathi industry is one of the most awaited premieres of recent times. The movie is popular for its cult dialogues, action and songs. The movie also marks Riteish Deshmukh’s debut in the Marathi movie industry and boasts of an impressive star cast. The movie has been directed by Nishikant Kamat who has blockbusters in both the Marathi and Hindi movie space to his credit.

The premiere of the movie has been supported by a high impact & decibel campaign with heavy focus on TV, print and outdoor mediums. Some of the key initiatives of the campaign were the innovations undertaken on the outdoor campaign with a cutout of Riteish at strategic locations. The outdoor campaign spanned across 17 cities with Mumbai & Pune being the focus markets. Transit medium was also extensively used for the outdoor campaign. Another first in the campaign was a Direct Mailer in the form of a branded ‘fiber brick’ reminiscent of the bricks used by Riteish in the movie, were distributed amongst the trade fraternity. The social media campaign offers a contest with a chance to win goodies like silver coins, EsselWorld passes and autographed memorabilia from Riteish Deshmukh himself.

Speaking about the premiere of Lai Bhaari, Mr. Deepak Rajadhyaksha, Business Head, Zee Marathi said “Lai Bhaari has enthralled audiences across Maharashtra smashing the previous box office records. It has been a remarkable year for the Marathi movie industry and this has coincided with a great year for Zee Marathi. The premiere of Lai Bhaari is another treat for our viewers and reaffirms the fact that Zee Marathi treats special properties like movie premieres differently, creating a unique experience for the viewers. The movie has been a cult and has already generated huge interest and buzz in the market. We hope to better our own performance with the premiere of Lai Bhaari”.

The movie premieres on Zee Marathi on 25th January 2015 at 7 PM.
Lai Bhaari stars Riteish Deshmukh, Radhika Apte, Aditi Pohankar, Tanvi Azmi and Sharad Kelkar. The premiere will help consolidate the numero uno position Zee Marathi has enjoyed in the Maharashtra market while building on its already successful lineage in premieres of blockbuster movies.