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Report on Hindi News Viewership

Zee Classic launches 'The Golden Years 1950 -1975' on Mumbai locals

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MUMBAI: Adhering to its core proposition of ‘Woh Zamaana Kare Deewana’, Zee Classic now aims to entertain music lovers with a new show - The Golden Years 1950 – 1975 by initiating the Zee Classic Radio Train in Mumbai. The new show, a musical journey with Javed Akhtar, is a celebration of 25 years of timeless music. The Golden Years 1950 -1975 is produced by EVPL, presented by Dettol, co-powered by State Bank of India and Good Knight Fast Card.

Local trains in Mumbai are exclusively branded as Zee Classic Radio trains. These trains are playing classic melodies along with the untold stories narrated by the veteran lyricist and poet Javed Akhtar through their in-built sound system. This pioneering activity will not only entertain lakhs of daily commuters of local trains, but also offer them a respite from the humdrum of a busy city life says Zee Classic.

Zee Classic has also made other innovative partnerships across media platforms to make the show accessible to more and more people. The channel has partnered with the retro radio station - 92.7 BIG FM for special segments which is airing songs from yesteryears aided by untold stories and trivia about the music. A robust digital campaign encompassing platforms like Twitter, Facebook, Miss Malini, amongst others is also active in full swing.

Commenting on the 360 degree marketing promotion, Zee Hindi Movie Cluster business head Ruchir Tiwari said, “The channel has always gone beyond the usual with innovative shows and content. For the latest offering, ‘The Golden Years 1950 – 1975, A musical journey with Javed Akhtar’ we will entertain and engage audience through various platforms i.e. radio, television and experiential marketing. These routes will enable us to reach out to various touch points and take the audience on a soulful journey. ”

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