Zee TV uses wedding revelry to engage Delhiites for 'Satrangi Sasural'

In a first-of-its-kind initiative in Delhi by a Hindi GEC, the channel invited Delhiites to be a part of the show's main protagonists Aarushi-Vihaan's Sangeet & Engagement ceremony

BestMediaInfo Bureau | Delhi | February 25, 2015

Launched in November 2014, Zee TV's popular primetime drama 'Satrangi Sasural' has reached a crucial juncture with the upcoming wedding of its protagonists Vihaan (Ravish Desai) and Aarushi (Mugdha Chaphekar).

The pre-wedding preparations of the couple are in full swing at the Vatsal household with Vihaan's seven mothers gearing up to make the wedding a knock-out affair. The mothers set out to three cities in India to seek the blessings of the show's loyal fans and personally hand over the wedding invites.

While the Indorewaasis gave a warm welcome to Sheetal Thakkar (who plays  Maasi Ma), the Ahmedavadis left no stone unturned in making Resham Tipnis (Mini Maa) at home. Bhavana Balsaver, who plays Chachi Ma, went on a gorging spree with all the Lucknowi delicacies when she flew down to the city to invite residents from Lucknow.

Zee TV then moved to the National Capital to invite fans to participate in the revelry of Vihaan-Arushi's sangeet and engagement ceremony. Delhiites were treated to a star-studded soirée of song and dance and a shaahi daawat at Ajmal Khan Park in Karol Bagh on Saturday, February 20, 2015 as the entire family of 'Satrangi Sasural' came together under one roof for the grand celebration. A three-day build-up in Delhi aimed at getting maximum viewer participation in the ground event was rolled out with residential activations, buzz through radio and print.

This was the first time that a Hindi general entertainment channel threw open the engagement ceremony and Sangeet of the lead couple of one of its primetime shows to the masses.

Sorbojeet Chatterjee

Commenting on the initiative, Sorbojeet Chatterjee, Marketing Head, Zee TV, said, “A wedding in India sets the right atmosphere for people to come together, bond and celebrate life – and that's how we wish to connect with our viewers too. So, with Aarushi-Vihaan's upcoming wedding, we seized the opportunity to involve our audience in the pre-wedding festivities. The opportunity to personally meet and interact with their favourite stars, pose with them for pictures gave our viewers an unforgettable experience. Delhi was the most apt choice for hosting this gala – not only is the show based in the city, but the spirit of the city's people lent itself beautifully to such a celebration. Our endeavour was to create a memorable evening and achieve high visibility around the upcoming shaadi highpoint.”

'Satrangi Sasural' explores a unique scenario, where the man of the house has been raised by seven very strong, independent mother figures, who have distinct sets of expectations from their prospective daughter-in-law. The wedding week drama on the show is being aired between February 23 and 28 at 10 pm.

Info@BestMediaInfo.com

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