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Zee Cinema & Double Dhamaal tie-up worked well for both

Zee Cinema powered integrated movie promotion with its innovative concept, wide reach and marketing push.

Zee Cinema & Double Dhamaal tie-up worked well for both

Zee Cinema powered integrated movie promotion with its innovative concept, wide reach and marketing push.

BestMediaInfo Bureau | Delhi | July 6, 2011

In a first time marketing innovation, Reliance Big Pictures joined forces with India’s leading Hindi movie channel Zee Cinema on the eve of the release of its latest offering ‘Double Dhamaal’ and brought the audience ‘Double Dhamaal Nite’, an evening of rip-roaring comedy with memorable gags and dance acts by the cast of the film as also several artistes from under the Zee umbrella. This grand event of unlimited entertainment was televised on Zee Cinema at primetime on Saturday, June 18 and enjoyed a spectacular viewership, reaching out to over 15.9 million viewers across the country. With aggressive promotions of the event across several popular channels of the Zee Network alongside other news & music channels and a nationwide print campaign on the day of its telecast, Zee Cinema’s ‘Double Dhamaal Nite’ has wielded the most powerful marketing muscle for the film, contributing handsomely towards a stupendous opening at the box office.

Priti Shahani, Chief Marketing and Strategy Officer, Reliance Entertainment says, "We are extremely pleased to have associated with Zee Cinema for Double Dhamaal Nite and are delighted by the phenomenal response it received. The family appeal of Double Dhamaal and the excitement around this sequel coupled with Zee Cinema's innovative concept, wide reach and marketing push made this integrated movie promotion alliance a win-win for all us."

‘Double Dhamaal Nite’ saw the stars of Double Dhamaal like Ritesh Deshmukh, Arshad Warsi, Javed Jaffery and Ashish Chowdhary take to the stage alongside popular television actors Ragini Khanna, Jay Soni, Mahi Vij, Jay Bhanushali, Shabbir Alhuwalia and the fantastic five of Dance India Dance Dharmesh 'Sir', Prince, Siddhesh, Mayuresh & Parvez! Golden oldies like Smita Jaykar and Savita Prabhune rocked the stage with drama like never before. The celebratory evening saw everything from stand-up comedy to dance and drama. Renowned actors like Kader Khan, Jagdeep, Shakti Kapoor, Johnny Lever among were felicitated for their immense contribution to the world of comedy.

Mohan Gopinath, Business Head, Zee Cinema said, “It is always a pleasure to create exciting content in conjunction with the producers of an upcoming film release as the prospect of seeing television actors share space with Bollywood stars and perform on stage is very attractive for the viewers. Moreover, it was the first time that the legendary kings of comedy were felicitated together on national television. True to the essence of the film and the ethos of our channel, the evening was an extravaganza of movies, masti and magic. We are extremely glad that the event and the aggressive marketing push behind the event has contributed to the successful opening of Double Dhamaal.”

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