Making it the highest rated film across Hindi movie genre in 2017
In an industry first initiative in India, ZEE took a strong content and technology initiative #ZEEForAll to make content on television accessible for the Visually & Hearing Impaired. ZEE aimed to provide audiences with a sensory handicap the opportunity to experience unparalleled access to entertainment that is currently only enjoyed by millions of Indians with sight.
This was made available on Zee Cinema’s Independence Day premiere of the most loved film of last year, Aamir Khan’s Dangal. The premiere established a milestone in the Indian broadcasting industry with ZEE being the first broadcaster to showcase a film with Audio Description and Subtitles in India. Dangal, having garnered 11,936.77 Impressions’000 rated 170% higher than its second airing and is the highest rated film across Hindi movie genre in 2017 (SOURCE: BARC, Week 33, HSM Urban + Rural).
The objective of #ZEEForAll was to ensure that the large population of the Visually and Hearing Impaired receives access to truly world class, inspiring entertainment. Zee Cinema associated with the biggest Association for the Visually Impaired in the country, National Association For The Blind (Mumbai, Indore, Chandigarh and Lucknow), National Association For The Blind – The Workshop for the Blind in Mumbai, Institution For The Blind in Delhi and Patiala School of Deaf & Blind in Punjab. To sensitize the Visually Impaired with the technology of Audio Description and to bring entertainment within their reach, Zee Cinema hosted preview screenings at these institutes with Audio Description and Subtitles.
Zee Cinema rolled out a robust marketing campaign across cities including television, print, outdoor, digital, radio and on-ground mediums. The blockbuster featuring Aamir Khan, Sakshi Tanwar, Fatima Shaikh, Aparshakti Khurana, Zaira Wasim, Suhani Bhattnagara and Sanya Malhotra was telecast on 15th August at 12 Noon on Zee Cinema.