Chhath Puja is the biggest festival in the Bihar-Jharkhand-UP region. Celebrated six days after Diwali, the festival observes one of the toughest fasts of 36 hours in homage to Surya Dev and Chhathi Maai.
Although the fast is usually observed by the mother figure, it’s a festival that is meant to be celebrated with the entire family together. Induced by the pandemic, the festival has not seen its full length in the last two years. With travel restrictions and work-related engagements especially among the migrated population, getting together with family has been difficult. With the situation now moving towards normalcy, the festival will be back in its grand shape this year. It’s time to dress up in bright traditional, put on the vermillion and lac-dye (aalta), decorate the Daura and Soop, prepare Thekua, tie the sugarcane bundle and offer Arghya at the Ghat together with your family as you pray to Chhathi Maai for the wellbeing of your children and loved ones.
Reverberating this thought, ZEE Biskope has launched a mega campaign ‘Ghar Parivaar Chhath Tyohaar’ that encompasses the emotion of once again celebrating Chhath Puja with your family in its superlative form. The content bouquet will offer a series of category firsts: 2 big World TV Premieres that echoes the festive fervour, a Chhath Puja special brand film for the first time and a high-octane on-ground activation.
Zee Biskope will bring the mega World TV Premiere of the devotional blockbuster Jai Chhathi Maai on Chhath Puja day: Oct 30 at 6 pm in Jila Top band. Narrated by the biggest Bhojpuri star Ravi Kishan, the movie is a mythological extravaganza that recites the story of Chhathi Maai’s incarnation on Earth.
With a penchant to serve curated content, the channel presents a bonus WTP in addition to its Sunday WTP slot with the World TV premiere of superstar Yash Kumar’s blockbuster movie Shankhnaad on Oct 29 at 6 pm. Shankhnaad is a unique love story that runs through a series of hurdles, challenging the primitive norms of the society and finally with divine blessings, places the emotion of love above all. Both the movies are curated keeping the devotional mood, starcast, entertainment quotient and topicality in mind. The back to back premieres is a stand out offering in the category that is served exclusively on ZEE Biskope.
The channel also launched a Chhath Puja special brand film for the first time. Themed under Ghar Parivaar Chhath Tyohaar, the film showcases the emotion behind once again celebrating Chhath Puja with the family together in its grand scale. The film opens with the emptiness a mother feels about not having her family around for celebrating Chhath Puja since the last two years. It then reveals how her dream comes true as the family unites to celebrate the festival at its full strength. With a relatable storyline, this film accentuates how the members of the family coming together completes a festival in its true sense.
ZEE Biskope is inviting its viewers to a Ghat in Patna on Octber 30 evening in a category first, high octane on-ground activation. Keeping the theme in mind, the brand brings one of the most trending tech-innovation to the category. It will set up a 360 degree Spincam platform where 4-5 family members will be invited to stand in a circular pattern symbolising united family. They will stand with Chhath Puja props in hand and sing Chhath Special songs while the Spincam records the video. There will be a giant LED screen which will have just the outline of the logo unit of ZEE Biskope Ghar Parivaar Chaath Tyohaar.
Once the family records the video, the same will get embedded as a mosaic within the logo. In this way with every family recording their festive family moment, the logo will be formed. This will be symbolic to the purpose of the campaign which is to unite families together for Chhath Puja. There will be provision for the families to download the videos and post on their social media platforms tagging ZEE Biskope. To top it up, they will be given gifts as takeaway for participating in the activation. The brand also plans to telecast selected viewer spincam videos on ZEE Biskope at a later date.
Samrat Ghosh, Chief Cluster Officer, East, ZEEL, said, “ZEE Biskope is committed to bring the best of Bhojpuri entertainment on Chhath Puja through its movie plus offering. The effort continues to be enhancing family viewing experience and more so around festivals as it fosters love & bonding. We have already received a good response from the market with partners on-board for our Chhath Puja special offering. I’m confident that our content bouquet built on the premise of curation will help our esteemed partner attain purposeful connect with their potential audience.”
Amarpreet Singh Saini, Chief Channel Officer, Bhojpuri Cluster, ZEEL, said, “ZEE Biskope’s strive to serve category-first offerings at every stage will take festive entertainment to the next level this year with a superlative line-up. The offering is based on the firm belief in consumer centricity and the cause of elevating Bhojpuri viewership beyond mere passive entertainment. The theme has been meticulously chosen keeping the viewer sentiments and topicality in mind. This holistic hyper-entertainment package stands as a strong differentiator in the category and is sure to give viewers an additional reason to enjoy Chhath Puja to its fullest. I wish everyone a Happy Chhath Puja.”