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Zee Biskope launches ‘MaaiKeNaam’ campaign; to call itself ‘Zee Maaiskope’ on Mother’s Day

The campaign that aims to honour and celebrate the life-givers will further expand through multiple initiatives

(L-R) Chintu Pandey, Amarpreet Singh Saini, Chief Channel Officer, Bhojpuri Cluster, ZEEL, Jit Sengupta Director, Marketing ZEEL

Bhojpuri movie channel Zee Biskope is all set to celebrate Mother’s Day on a big scale and for the same it has come up with a category-first campaign, titled ‘MaaiKeNaam’. As a part of it, the channel will be presenting an alter ego, ‘Zee Maaiskope’, for the day.

The Mother’s Day campaign of the channel is divided into three sections. In the next section, viewers and especially mothers can vote for their favourite movies from a curated list of titles under the ‘Maai Ke Movie’ initiative. The top-three movies thus selected will be presented as the channel’s line-up for the Mother’s Day.

The channel further wants moms to get some much-needed rest from their busy schedules. Hence, it is encouraging children to take part in household chores, for this the viewers can make creative videos and share how they helped their mothers at home. The top three mother-son/daughter duo will be invited to Mumbai for a gratifying experience where the life-givers will be focussed upon.

It encompasses a grooming session, a fine-dining experience, a feature opportunity on Zee Biskope and also a guided tour of the city for the winners. 

Mother’s Day is globally celebrated on the second Sunday of the May month. In 2022, it is falling on May 8 and will be observed to commemorate the efforts of the moms and their value in the society.

Amarpreet Singh Saini, Chief Channel Officer, Bhojpuri Cluster, ZEEL, said, “ZeeBiskope as a brand does not believe in tokenism in the name of campaigns, we always focus on taking it to the next level. We want our audiences to connect with us emotionally, our previous campaigns like ‘Tu Chinata mat kar Maayi’, which focused on getting people to take care of themselves during the pandemic received a great response.” 

Saini further added that this campaign will be promoted at a 360-degree level through Zee Network, social media and radio. Speaking about the advertiser's response to the campaign, he stated a few brands have shown interest in the initiative but talks are in the finalisation stage.

According to the ZEEL’s Chief Channel Officer of the Bhojpuri Cluster it is important for movie channels to be on the minds of the consumers.

“We have been aggressive across all quarters and during the equity studies we have found that our channel is the top of the mind recall. Initiatives like these can really help the brand develop a novelty and an emotional connect.” 

He further also spoke about Zee Ganga- a GEC channel that the network launched last year. According to him, the channel is doing phenomenally well in terms of time spent by viewers and its original shows have been received well. “We also did a non-script reality show which was a huge success. Because of this, the advertiser response on the channel has been great.”

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