Agneepath: A success phenomenon for Zee!

The TAM data for week 24 of 2012 is out and it has revealed that Agneepath’s world television premiere on Zee Cinema gained a 4.73 TVR in Hindi Speaking Markets (HSM). In Mumbai, the movie gained a 6. 67 TVR while Delhi recorded a 4.93 TVR.

 

Agneepath has helped Zee reach the top notch among its competitors. The movie was heavily promoted by Zee not only on its own network  but also on news, regional, music, entertainment, kids and religious channels. Specific creatives were made to cater to the various target audiences across channels.  News channels, that have a male skew primarily, were bombarded with action promos from Agneepath whereas music channels had Chikni Chameli dancing on screen. There was a customised ‘Deva Shree Ganesha’ promo for religious channels.

 

Zee also exploited the potential of digital and online media to the fullest in order to promote the movie. On the day of the premiere, Zee Cinema had taken the Youtube masthead. Results demonstrated that the Agneepath ‘tonight’ promo was viewed over 106,000 times on Youtube.

 

The online campaign of the premiere was carried out across 25 leading websites, including Youtube and Facebook. To engage the online game buffs, an Agneepath game was created by Zee Cinema on Facebook.  It also promoted Agneepath across 322 theatres across HSM (multiplexes and single screens) during the screening of Rowdy Rathore to build buzz for the film.

 

Besides, Agneepath was promoted significantly across DTH operators. The DTH campaign was carried out on Dish TV, Airtel DTH and Tata Sky.

 

Thus, Agneepath managed to grab eyeballs amidst various competitive shows. | By Aditi Popat [aditi(at)adgully.com]