Television

Zee Marathi - World Television Premiere of 'Fandry' acts as a catalyst for social awakening & change

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MUMBAI: The National Award Winning and critically acclaimed movie ‘Fandry’ will premiere on Maharashtra’s number 1 Marathi channel ‘Zee Marathi’ on 29th June 2014. This time its not just content with just high ratings from blockbusters like Duniyadari, Mee Shivajiraje Bhosale Boltoy, Natarang and Balak Palak amongst others in the past, the channel has gone one step ahead this time with the film Fandry.

Going beyond the gamut of vanilla promotions, Zee Marathi has endeavored to make a difference through Fandry. For starters, the channel has embarked on a mission to bring about change. The campaign woven around the concept ‘Jaaniv Zhali, Badal Havaa’ aims at bringing about change in society and making a difference in the lives of children. The channel has tied up with 10 NGOs that work in the area of children development and protection and will raise funds for these NGOs through the movie. This will be done through special break content that has been created for the movie. The channel has roped in some of the most popular Marathi actors to pledge their support for this cause and thereby create awareness and raise funds towards the cause of these NGOs. Some of the celebrities who will be part of this campaign include Nana Patekar, Sonali Kulkarni, Urmila Matondkar, Sachin Khedekar, Makarand Deshpande, Sachin Pilgaonkar, Atul Kulkarni, Amol Gupte alongwith vereteran Artists Vikram Gokhale and Dilip Prabhavalkar. These artists will support NGOs across Maharashtra; working towards the cause of children in varied areas. Some of these NGOs include Lokbiradari Prakalp (Gadchiroli), Snehankur (Ahmednagar) Eklavya Nyas (Pune), Narmadalay , Qest : Quality Education Support Trust (Solapur), Punrutthan Samarasata Gurukaul (Pimpari Chinchwad), Hamara Foundation (Mumbai) to name a few.

The film’s campaign including the promos have been adeptly designed to communicate the strength of the content, the awards accolades and the cause in a smart and impactful manner.

In addition to the above, the channel has also started a social media campaign through Facebook titled as ‘Jaaniv Zhali, Badal Havaa’.  As part of this initiative, all the Facebook users have to do is click on pledge tab called ‘Nirdhar Badlacha’ (Pledge for CHANGE) and register their support for the campaign. For each pledge Rupee 1 will be contributed towards the cause of these NGOs by Zee Marathi. Through this initiative Zee Marathi aims at building the reach of the campaign as there is no cost involved to the user.

Speaking on the Fandry ‘Jaaniv Zhali, Badal Havaa’ initiative, Mr. Deepak Rajadhyaksha, Business Head, Zee Marathi said “Blockbusters have always rated well on Zee Marathi and this has been established beyond doubt. It is not often that one gets a chance to make a difference to someone’s life and hence we have gone beyond the regular model of a movie premiere and decided to make a difference. We have always taken up interesting initiatives; one’s that we believe in and feel we can strongly support. With the reach and viewership we enjoy in Maharashtra it was imperative for us to create a drive that would force people to think and pledge their support to change. We have always associated ourselves with movements to make a change and the Fandry campaign for change is just another step in that direction.” While the viewers will be voluntarily donating to the NGOs, the channel will definitely contribute to the cause. Mr. Rajadhyaksha adds “Charity begins at home and hence the Zee Marathi family felt it was right for us to donate a sum of Rs 5 lakhs towards the cause. We believe our viewers will support this noble cause and add a smile on the faces of the many Jabya’s (character name of the lead protagonist of the movie) across Maharashtra.”

The channel creative and marketing teams have been working round the clock to ensure that there is no stone unturned in bringing about change. Pledging support to this cause is Zee 24 Taas who will run a few special features on the NGOs and interview the artists associated with the cause. Also lined up is the interview with Nagraj Manjule, the director of the movie who based this story on true happenings in his native village. The movie produced by Esselvision stars Somnath Avaghade as Jabya apart from Kishor Kadam and Nagraj Manjule who plays a cameo in the movie. Based in the heartland of rural Ahmednagar, the movie is about the rampant caste discrimination in society and its ill effect on school going Jabya who wishes to live like just another child. ‘Fandry’ has won critical acclaim and won awards at many international film festivals apart from the coveted National Award.

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