Zee Cinema takes digital route to promote Agent Vinod premiere

MUMBAI: Zee Cinema has lined up digital innovations for the premiere of Agent Vinod on 1 September at 8 pm.

The presenting sponsor of the movie is Brooke Bond Taj Mahal while the channel has roped in Blackberry as the powered by sponsor.

To engage the online game buffs, a game has been created by the channel. It is currently hosted on Facebook. The game is about playing pranks with one‘s friends and is titled ‘Mere Dost Ki Pungi‘, taking off from the popular song of the film.

Also, the channel is engaging with the users online by showing ‘behind the scenes‘ footages and also highlighting unknown facts about ‘Agent Vinod‘.

According to the channel, the masthead of Youtube will be taken over on 1 September with a creative that will enhance the premiere tune-in, have trailers, behind the scene footage, trivia and the option to play an application. There will also be take-overs on portals like Yahoo and MSN. The channel will create a ‘Youtube Mobile Roadblock,‘ wherein anyone accessing any video on youtube using their mobile will be able to catch the ‘Agent Vinod‘ tune in. The premiere of ‘Agent Vinod‘ is being promoted across the DTH players of India - Dish TV and Airtel - along with a "robust" campaign.

‘Agent Vinod‘ promos have played in 400 cinema screens across 13 major cities in the Hindi speaking markets during the screening of ‘Ek Tha Tiger‘. Along with the running outdoor campaign, the on-air campaign of ‘Agent Vinod‘ is also being played out across the Zee Network.

The promos have been customised for each target genre to ensure maximum brand recall. On kids channels, there is an animation promo, where the protagonists and antagonists are shown in an animated avatar. On music channels, the best songs of the movie are used in the background score while showcasing highlights from the film. Meanwhile, on news channels the creative showcases India and Pakistan coming together.

Zee Cinema has also taken the television airing rights of ‘Barfi‘, ‘Joker‘ and ‘Heroine‘.

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