Zee TV unleashes pre-launch campaign for new 9:30 pm soap

MUMBAI: Interactive soap! That is what Zee TV calls its upcoming soap Saath Phere which replaces Kareena Kareena in the Monday to Friday 9:30 pm slot, starting 17 October. Prior to the launch, the channel has now kicked off a teaser campaign focusing on the outdoors.


Without naming the show, the hoardings ask the public to send in their viewpoints on certain issues which touch a woman's life. The public is asked to send in their inputs through SMS to 7575. Also, the channel will be asking the viewers to send in their ideas about how they would want a certain plot to progress in the soap, at the end of each episode.

"The idea is to build intrigue around the questions. Saat Phere is going to be an interactive soap as it will be incorporating some of the best viewer feedback in its storyline. The soap will progress the way the viewers want," states Zee TV marketing head Tarun Mehra.


Speaking on the campaign, Mehra adds, "The present campaign is the first stage of a broad marketing activity we are planning for the soap. Since Saat Phere is targeting the mass audience, the stress will be on on-ground activities. We will be tapping occasions like the Durga Pooja festival in Kolkata and the upcoming Delhi Marathon."


Commenting on the decision to wind up Kareena Kareena, Mehra says, "The show was targeted at a specific audience and it has achieved its goal. The soap has contributed significantly to the channel in terms of sales, perception and image. Now it is time to move on."

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