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Mallika Dua lends a ‘titillating’ voice to Zee TV’s digital campaign for Hamari Bahu Silk

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MUMBAI: Humor is a strong tool for brand storytelling and the latest to leverage its power is leading Hindi GEC, Zee TV. The channel has collaborated with actor, writer and comedienne Mallika Dua to produce exclusive content for a differentiated digital campaign to promote the launch of its new fiction offering ‘Hamari Bahu Silk’. The show highlights the story of a young girl Pakhi who signs up for a job of a voice-over artist for sensuous films so that she can financially support her family. Hailing from a traditional family, Pakhi must come to terms with acceptance issues regarding her unconventional career choice and raised eyebrows from her own family, friends, relatives and in-laws. While the show throws open a discussion of what constitutes an ‘appropriate’ or ‘dignified enough’ job for a person to take up and whether it is the society’s prerogative to judge someone for the jobs they do, the digital campaign aimed at building a strong surround for the show’s launch - #KaamBadnaam takes a tongue-in-cheek route of celebrating oddly satisfying jobs that that maybe badnaam in society’s eyes but give satisfaction to the people doing them, simply because they love doing what they do, without the fear of ‘Log Kya Kahenge’.

The campaign kicked off with a Facebook page named ‘Oddly Satisfying Jobs’ going LIVE, followed by Mallika Dua reacting to it with a video saying that she would like to apply for the job of a VO artiste for sensuous films and auditioning for the same in one of her famous voices. Mallika will also be seen initiating a quirky Badnaam Voice contest in the coming week where she will ask her followers and viewers of Zee TV to record famous Hindi film dialogues in their most sensuous voices and share the same on social media by tagging Zee TV. Winners of the contest will stand to win exciting prizes!

Prathyusha Agarwal, Chief Marketing Officer, ZEE commented, “Hamari Bahu Silk touches upon the subject of unconventional career choices, the judgements they draw from amongst one’s own inner circle and the filters of Log Kya Kahenge that come in the way of taking up these jobs.  But with the show addressing the issue in a light-hearted manner, we took a humorous approach to build the digital surround for its launch.  Mallika Dua, widely applauded for her spot-on observations and irreverent takes on social phenomena makes for a fine fit for us to collaborate with on a campaign like #KaamBadnaam where we celebrate oddly satisfying jobs like the one taken up by our protagonist of Hamari Bahu Silk.”

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