Zee TV used Bobble AI technology to engage its 85 million users globally in Sa Re Ga Ma Pa 2024 auditions. By geo-targeting chat app users interested in singing, Zee TV placed AI prompts to drive them to audition info. The prompts, within Bobble keyboard chats, directed users to a promo video. Clicking on prompts led users to audition details on Instagram, boosting conversion rates and improving user experience.
Implemented in Kolkata, Delhi, and Mumbai from July 8 to August 2, 2024, this innovative approach effectively engaged potential contestants by integrating them into daily conversations. Zee TV’s initiative achieved 1.3M impressions, maximizing engagement and conversion to boost Sa Re Ga Ma Pa audition success.
Mangesh Kulkarni, Chief Channel Officer, Zee TV, said, “The idea behind using AI and intent-based marketing for Sa Re Ga Ma Pa was to create a more personalized and relevant approach to engage potential contestants. By targeting conversations where users were already discussing singing, auditions or music, we naturally and effectively reached aspiring singers. This approach not only made the audition process more accessible but also ensured we connected with genuinely interested and passionate individuals. It’s a significant step in how we engage our audiences and foster new talent.”
Zee TV’s collaboration with Bobble AI has revolutionized entertainment industry engagement strategies, creating a campaign that promises to redefine the game by inspiring other brands to connect more meaningfully with their audiences.
