Lux Zee Cine Awards ups the ante

The awards ceremony in Mumbai was simulcast on Zee Cinema, Zee Cinema HD, Zee Anmol, Zee Tamizh and also premiered on primetime globally on March 5

BestMediaInfo Bureau
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Lux Zee Cine Awards ups the ante

Lux Zee Cine Awards ups the ante

The awards ceremony in Mumbai was simulcast on Zee Cinema, Zee Cinema HD, Zee Anmol, Zee Tamizh and also premiered on primetime globally on March 5

BestMediaInfo Bureau | Mumbai | March 8, 2016


Lux Zee Cine Awards 2016 got bigger this year with the introduction of Jury Awards. Zee has described the awards as the “first integrated national award” for cinema. The glittering ceremony was a medley of exclusive content by renowned regional talent in Bengali, Marathi and Telugu, across Zee Bangla, Zee Marathi and Zee Telugu.

The act that stood out from the clutter of routine celeb-led performances at award functions was the action-packed tribute to the stuntmen of the industry, designed by Bollywood filmmaker Rohit Shetty. The salute to stuntmen was accompanied by a live daredevil-stunt performance. Actor Vidyut Jamwal risked his life along with stuntmen to deliver a high-octane action sequence. An exclusive 50-second video of Vidyut's stunt, put up on the Zee Cinema Facebook page, garnered more than a million views in four days.

Zee Entertainment reaches out to 959 million viewers across 169 countries, including the USA, UK, Europe, Middle East, and Africa, which made Zee Cine Awards one of the most watched awards shows on television.

Zee introduced a transparent judging process. The panel of judges included dignitaries from the film and media industries, like film producer and director Rakesh Roshan, television director Anurag Basu, filmmaker Leena Yadav, lyricist, screenwriter and ad guru, Prasoon Joshi, cinematographer Ravi K Chandran, sound designer Resul Pookutty and music composer Shantanu Moitra. The jury selected winners from the fields of acting, direction, music and cinematography.

To promote Lux Zee Cine Awards 2016, Zee Cinema unleashed an aggressive marketing campaign in key markets like Delhi, Mumbai, Uttar Pradesh, Maharashtra and Gujarat. The channel utilized various mediums, including television, radio, theatre, DTH, print, outdoor, digital, social media and PR campaigns, to build excitement and traction for the awards.

Zee Cinema carried out an extensive digital campaign covering high traffic consumer sites to build perception and recall for the property. Zee Cinema partnered with Facebook to create an FB booth on the Red Carpet and posted live feed of the fun, quirky moments with superstars. The exclusive content posted on the Zee Cinema page alone has garnered more than 4.1 million views as on date.

An extensive social media campaign was executed on Twitter and Instagram to widen reach and pique interest of the core target group. Using print media to its maximum advantage, the channel targeted Tier I and Tier II regional publications, to get maximum conversions for the telecast.

A robust outdoor promotion plan in high density areas along with the best use of television was made in network and non - network channels. The Lux Zee Cine Awards was also promoted on DTH platforms like Dish TV, TATA Sky and Videocon, to enhance the recall of the property. A high impact week-long radio promotional plan in twelve Hindi speaking markets was activated through Red FM. To create more impact, innovative advertising was carried out in more than 500 theatre screens across Hindi speaking markets.

Buch said, “Zee Cine Awards 2016 is not only a true celebration of Hindi and regional cinema but has also brought transparency in the selection of winners through its Jury Awards. Keeping in mind the legacy and credibility Zee Cine Awards commands, we have initiated several marketing innovations and activations to make the event a grand success, both, for the audiences and all our partners. It had been conceptualized, created and produced by Zee Studios, our state-of-the-art film and TV production arm.”

“Besides,” he went on to say, “there is a goodness of fit to a film awards show being premiered on Zee Cinema rather than on a GEC. “The channel with an average weekly base of 184 million viewers is higher than any other channel across Hindi speaking markets. The simulcast of the awards on India's leading FTA GEC channel, Zee Anmol, also adds to its reach in rural India.”