It was a regular working day on 9/11 until the clock struck 12 and the Indian democracy woke up to a new word-Demonization. Government’s sudden call to curb black money left the country in a tizzy with commoners queuing up in banks day after day. To make the situations easier, several companies rose up to the occasion and undertook interesting campaigns to mobilise support. Zee Cinema, one of the pioneers in entertainment, also launched an innovative social media campaign #ShareTheChangeBeTheChange.
As a responsible 21 year old brand, Zee Cinema tried to convey a positive message to the people through the campaign. It urged people to help those who are in need of cash urgently, to encourage people to share their change (Chhutta) and do their bit in this current scenario. Keeping in with their brand promise of being the largest theater for Hindi Movies, Zee Cinema used filmy characters and iconic dialogues to add a filmy twist to their initiative.
Launched on 24th November, #ShareTheChangeBeTheChange created maximum intrigue among the users for its innovative execution and emerged as an instant twitter trend. Some genuinely funny tweets poured in from users supporting the campaign.
Here’s a rundown of some of the funny retorts the campaign garnered.
