Zee TV recently launched a historical show, which narrates the story of one of the most iconic women of the Maratha empire - Kashibai Bajirao Ballal, which is on air at 8 pm from Monday to Friday.
The channel went all out to promote the show and ensure that it gets the maximum possible attention of the viewers.
The methods used by the channel to promote the show included, railway announcements made by a ‘davandi’ band at prominent stations in ‘peshwaai thaat’, replete with ‘tutari’ players and women in ‘kaashtas’ announcing the arrival of Kashibai on Zee TV. It also created a social media filter to leverage the mass connect of strategically identified social media influencers. Apart from this, life-size ‘rangoli’ portraits of the lead cast were also made at prominent locations of Maharashtra as part of the outdoor campaign across Mumbai, Pune, and Nagpur.
In fact, Aarohi Patel (who is in the role of Kashibai) and Aishwarya Narkar (who plays the role of Radhabai - Bajirao’s mother) visited the city of Nagpur, where these vibrant artworks were being made and added the finishing touches to the ‘rangoli’ themselves. On the day of launch, across entry points of 7 railway stations in Mumbai - Chhatrapati Shivaji Maharaj Terminus, Churchgate, Borivali, Andheri, Dadar, Thane, and Mahalaxmi, a ‘davandi’ band, with females dressed in ‘Navwari’ sarees, men with ‘tutaaris’ and an announcer announced the arrival of Kashibai on Zee TV.
Zee TV's social media campaign for Kashibai included Hindi actor Mohit Malik, and Marathi stars like Shrutii Marrathe, Priya Bapat, Amey Wagh, and Mrunmayee Deshpande-Rao, driving conversations around the show’s concept.
Zee TV unveiled the show’s protagonists and the key cast members in style at ND’s Film World, Karjat. From ‘palkhi’ processions to rugged horse-back entries, the launch event tried to recreate a scene from the Maratha empire of the 18th century.
Set in the 18th century, after the end of the Mughal era, Kashibai Bajirao Ballal depicts the journey of a young girl who went on to become an astute and authoritative Peshwin bai – an administrator par excellence, who held the fort while Bajirao was out expanding the Maratha kingdom. Capturing the myriad hues of Kashibai and Bajirao’s life, it showcases how destiny brought the two leaders together, their unique dynamics and how their union shaped the contours of the Maratha empire. It also showcases the rise of the Maratha Empire and its rich cultural heritage, all through the lens of Kashibai.