Zee Marathi recently concluded a unique initiative to promote its show ‘Dil Dosti Duniyadari’ by conducting a 3 city rock concert targeted at the youth of Maharashtra. The concert, christened the ‘3D Rock Concert 2015’ was conducted across Solapur, Pune and Nashik over the last one month. The concert exclusive to college students only, created ripples through the cities which were abuzz days before with the impending fun & masti.
The audience got to see their favorite Dil Dosti Duniyadaari stars in their elements anchoring the concert which had power packed performances by the band ‘Aagamya’ with lead singers Juilee Joglekar and Jayant Pansare from the SaReGaMaPa fame. The 3 hour musical extravaganza had the script integrating the lead artists of the show Dil Dosti Duniyadari as well as surprise performances by them on chartbuster songs on Dosti & Masti.
The event witnessed a massive turnout across all centres with students turning up in large numbers. Sporting the branded wrist bands which were the entry passes youngsters were queuing up outside the venue since morning. At the Solapurcentre, the crowd was so large that a special screen had to be set up outside so that people who failed to gain entry could watch the show live. Another special attraction was the ‘missed call’ contest through which 4 lucky winners had the chance to win special prizes from the artists themselves.
The concerts were preceded by massive pre-promotion in the form of postering and leaflet distribution in 8-10 key colleges in each city topped with the artists themselves visiting these colleges a day prior to the concert. A 4 day radio campaign was also undertaken in each city with artist interviews and RJ mentions adding to the buzz. Social media promotions apart from scrolls and Astons on Zee Marathi were used to create awareness about the concert. Videocon D2H was roped in as the DTH partner and B mails and SMS push were undertaken to further promote the show.
Dil Dosti Duniyadari is a show about 6 friends and how circumstances bring them to live under one roof. The show which is produced by Sanjay Jadhav’s Dreaming Twenty Four Seven airs every Mon – Sat at 10.30 PM on Zee Marathi. The show is currently the slot leader and has set the tone for youth based programming in the Marathi GEC space. The characters from the show are hugely popular and relatable and have resonated and struck a chord with the audience. Zee Marathi continues to be a leader in the Marathi genre and Dil Dosti Duniydari which was launches as an extension of the prime time slot in March is an exemplary example of creation of a slot and younger TG for the channel.
Report By: Sainath Pai
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