Zee Classic and Zee TV bagged awards for excellence in Public Relations at the Asian Customer Engagement Forum (ACEF) Awards held on 27th September in Mumbai. Zee Classic’s ‘The Bimal Roy Festival with Boman Irani’ won the Gold ACEF award in the Marketing Capability category for the Best PR Campaign while Zee TV’s ‘Sa Re Ga Ma Pa 2016’ won the Bronze ACEF award in the Marketing Capability category for the Best PR Campaign. ACEF Awards recognizes excellence in the field of customer engagement campaigns and activities across Asia. It provides an ideal platform for recognition and learning in perhaps the most critical, emerging area of content creation.
Zee Classic has always been at the forefront in conceptualizing and executing public relations campaigns that ensure a holistic brand experience. One such successful campaign was ‘The Bimal Roy Fetival with Boman Irani’ bagging the Gold award qualifying in the judging criteria including Innovation, Measurability, Strategy, Budgets, Results and Relevance. The festival was promoted through The Bimal Roy Retrospective in Mumbai, media interactions with Rinki Roy Bhattacharya, Joy Bimal Roy, Press Conference with Boman Irani, Radio, and snippets revolving around unknown trivia about the movies and featuring artists.
Zee TV’s PR campaign for ‘Sa Re Ga Ma Pa’ revitalized the iconic brand by highlighting the re-invention of its format and the introduction of a 30 member jury panel for the first time on Indian television, thereby making it relevant to contemporary audiences. Be it a ‘press concert’ organized in Mumbai with the current season’s talent performing alongside former contestants and the show’s mentors, a Top 10 talent showcase concert in Gujarat or the sustained week-on-week buzz kept alive through a slew of news stories appearing across key publications and top news channels ensured that the contestants became household names all through this immensely successful season of the show.
Moving away from just creating hype on celebrity power, the approach for Zee TV’s Sa Re Ga Ma Pa campaign was one of making a hero of the common man, and built the contestants every step of the way till the Grand Finale held in Goa. The PR campaign for Sa Re Ga Ma Pa 2016 is the No 1 amongst all singing reality shows’ PR campaigns across GEC’s in terms of overall season coverage across mediums including TV, online and leading Indian publications in English, Hindi, Marathi and Gujarati in the last 5 years.