Zee Cinema bets big on Agneepath’s TV premiere

MUMBAI: Zee Cinema is giving a big marketing push to Agneepath, the Hrithik Roshan-Sanjay Dutt Bollywood hit that it is premiering on its channel on 16 June.

Zee Cinema has roped in Rin as the presenting sponsor and Good Knight Advanced is powering it.

A part of 360 degree marketing campaign, the on-air campaign of Agneepath is being aired on the network channels including Zee Cinema, Zee TV, Zee Marathi and Zee Bangla. It will also use other channels from news, music, Bollywood entertainment, kids, regional and religious genres.

The channel has rolled out an outdoor campaign across 12 cities in the Hindi speaking markets (HSM). There will be print tune-in full-page ads on the date of premiere.

It is also being promoted on the DTH players like Dish TV, Airtel Digital TV and Tata Sky.

Zee Cinema has launched an online campaign across 25 leading websites, including YouTube and Facebook. The channel has been doing interactive promotions with viewers on digital medium. On 16 June, an Agneepath masthead will appear on YouTube along with banner ads in Google and Facebook.

Zee has created an ‘Agneepath’ game currently hosted on Facebook. The game was designed keeping in mind the central characters and plot of the film. Additionally, the premiere has been promoted across 322 theatres (multiplexes and single screens) across HSM during the screening of Rowdy Rathore.

Also, under trade marketing activity, a group of women walked into the office premises of trade media agencies like GroupM, Mediacom and Madison and did an impromptu item number on Chikni Chameli. The flash mob was followed by a quiz where people were gifted Agneepath merchandise on the spot.

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