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Zee Cinema takes experiential marketing route to promote ‘English Vinglish’

Sets up free English tutorials on the phone; uses today’s conversational style of speaking in signages displayed at strategic locations in 56 centres

BestMediaInfo Bureau | Mumbai | December 27, 2012

A film that marks the comeback of a silver screen goddess who ruled the hearts of millions all through the 80s and 90s is bound to create a stir. Naturally, R Balki's 'English Vinglish' that saw Sridevi returning to films after a hiatus of 14 years was among the most eagerly awaited releases of 2012. The film and Sridevi's performance received a standing ovation at the prestigious Toronto International Film Festival, where it was premiered before its official worldwide release. Now, the movie is all set for its world television premiere on Zee Cinema at 8 PM on December 29.  The film is presented by Godrej Ezee and powered by Attitude (Amway).

To mark the world television premiere of ‘English Vinglish’, Zee Cinema has launched a special IVRS number 8082244440, in association with Ditto Suno, the entertainment portal on voice, whereby viewers can sign up for free modules of English speaking from the comfort of their own homes. This is part of Zee Cinema’s endeavour to bring English lessons to the doorsteps of viewers across India. And the audiences have picked up the phone – and how! In less than seven days of the launch of this initiative, it has received an overwhelming response of more than 25,000 calls from all across India.

Speaking of the unique initiative, Akash Chawla, Head – Marketing, National Channels, ZEEL, said, "Here's a case of reel life inspiring real. Shashi Godbole's journey to confidence as she learnt English in the film drove us to launch the initiative of free English speaking lessons for viewers in association with Ditto Suno. The idea behind providing the modules on phone was that viewers should be able to learn English from within the confines of their homes. We are delighted by the overwhelming response we’ve received."

The initiative is being aggressively promoted by the channel through on-air promos and astons, social media and digital media banners on targeted sites.

In sync with the title of the movie, Zee Cinema has used today’s conversational style of speaking in signages displayed at strategic locations in 56 centres. Messages like ‘Coffee Voffee’, ‘Exit Vexit’ and ‘Please Switch off your Mobile Vobile’ placed across 870 touch-points have struck an instant chord. For this initiative, Zee Cinema struck ambient media partnerships with popular joints such as Café Coffee Day, multiplexes such as Inox, Cinemax, Fame, lifestyle chains like Globus, Shoppers Stop and Westside, and the Mumbai International and Domestic Airports.

So, will the widely applauded ‘English Vinglish’ rate well on television too?  Mohan Gopinath, Business Head - Zee Cinema & PAC, said, “There are some films that set the cash registers ringing at the box office and others that evoke critical acclaim. Then there is a third lot of films that effortlessly manage to score on both these fronts by sheer virtue of their caliber combined with the star power of their cast. More than two generations of India have worshiped Sridevi. Add to that an extremely simple yet heart-warming narrative, some spot-on direction by Gauri Shinde, Balki's unmistakable touch and you have a winner on your hands. We are extremely confident that the world television premiere of ‘English Vinglish’ will be received well by Zee Cinema viewers."

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