Mumbai: Zee Marathi has launched two new blockbusters ChukBhoolDyaviGhyavi and NaktichyaLagnalaYaycha on 18th January in its late prime time 9:30 PM and 10:00 PM. One of the show has roped in veteran actor Dilip Prabhavalkar back to small screen, while the other has brought in eminent stars of Marathi Entertainment Industry with a twist.
ChukBhoolDyaviGhyavi that will be aired at 9:30 PM, Wednesday to Saturday, is a one of a kind show which brings to screen the 50 years of marriage of a simple couple ranging across the era of 1960s to current times. This light hearted drama explores the bittersweet relationship between a husband & a wife. The show’s premise is based on the value that marriage is a balance struck between two people, where mistakes are forgiven & forgotten.
This show is delight in true sense as it showcases Dilip Prabhavalkar and Sukanya Mone in the lead roles. It also cast Priyadarshan Jadhav and Sayali Phatak who will portray the lead characters’ younger self.
The couple will redefine happily ever after by deciding to look beyond each other’s mistakes and imperfections.
NaktichyaLagnalaYaycha that will be aired at 10:0 PM, Wednesday to Saturday, is the story of Deshpande’s and their beloved daughter Nupur. A family with royal lineage but lost glory is on a quest to find an ideal match for their daughter.
A motley ensemble of relatives with their own quirks and fancies set out to find a match which suits their own individual tastes. Nupur is spoilt for choice & has to set her mind on the one ideal prince charming for herself.
USP: Eminent personalities from the Marathi entertainment industry (celebrities) would be the prospective proposals for Nupur. Every week one new celebrity will be a part of this show, the journey is to see who does the family and Nupur approve of.
The double launch is promoted with a double impact campaign. Interesting story plots coupled with all-time favourite star cast has been promoted on-air as well as off-air.
Apart from strong promotion via regular ATL mediums, synergies were drawn across mediums to optimize the marketing promotions for the launch of two new shows slated to launch on the same day. The 10-day Outdoor campaign panned across at-least 100 hoardings in Mumbai, Pune and Rest of Maharashtra, 50 Bus Shelters in Mumbai.
Both show promos were aired during the screening of the ‘OK Janu’ and ‘TiSadhya Kay Karte’ especially in the Marathi pockets which helped build the curiosity for the show launch & reach out to the desired audience across more than 300 screens (single & multiplexes screens) in Mumbai, Pune & across Rest of Maharashtra.
One of the premiere initiatives and USP of the show is its Title Montage. For the 1st time in MGEC the title Montage of ‘NaktichyaLagnalaYaycha’ Ha has been done in one shot. While the title montage of ChukBhoolDhyaviGhyavi is an animated depiction of the show’s essence.
In addition to the ATL Campaign, special vox-pox videos were shot keeping in mind the theme of the shows which helped reach out to at-least 6lacs fans over a period of one week.
