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ZEE Cinema goes all out to promote world TV premiere of ‘Agneepath’

Undertakes 360 degree marketing campaign to drive buzz around the premiere of the movie on Saturday, June 16 at 8 pm

BestMediaInfo Bureau | Delhi | June 15, 2012

Zee Cinema will showcase the World TV premiere of the blockbuster, Rin presents ‘Agneepath’ powered by Good Knight Advanced on Saturday 16th June, 2012 at 8 pm. Agneepath is the biggest hit of 2012, starring Hrithik Roshan and Sanjay Dutt. It holds the record for the highest box office collections on Day 1, the biggest grosser of 2012 till date and ranks 4th in all time Bollywood Box office collections.

Zee Cinema has undertaken a 360 degree marketing campaign to drive buzz around the premiere of the movie. The on-air campaign of Agneepath is being played out in not just the biggest channels across the Zee Network, like Zee Cinema, Zee TV, Zee Marathi, Zee Bangla etc., but also across news, music, bollywood entertainment, kids’ channels, regional channels and even religious channels. There is a significant outdoor promotion being carried across 12 cities in the Hindi speaking markets. There will be print tune-in full-page ads on the date of tune in. This premiere is being promoted across the biggest DTH players of India, namely, Dish TV, Airtel DTH and Tata Sky.

There is an online campaign of the premiere as well, across 25 leading websites, including Youtube and Facebook. To engage the online game buffs, an Agneepath game has been created by Zee Cinema and is currently hosted on Facebook. Zee Cinema also promoted Agneepath across 322 theatres across HSM (multiplexes and single screens) during the screening of Rowdy Rathore.

There has been a thrust on trade marketing as well this time. A group of women sashayed into the office premises of trade media agencies like GroupM, Mediacom and Madison amongst others and did an impromptu item number on the chartbuster of the year, Chikni Chameli. Employees were baffled when they realized that it’s a flash mob part of the Zee Cinema marketing campaign to promote the upcoming blockbuster. The flash mob was followed by a lighthearted interactive quiz where people were gifted Agneepath merchandise on the spot.

The marketing team has also used the digital medium extensively for Interactive Promotion with viewers. A specially designed Agneepath game has been designed for Facebook. The engaging game has been designed keeping in mind the central characters and plot of the film. You can play the game on

On 16 June, an Agneepath masthead will appear on youtube along with banner ads in Google and Facebook.

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