The channel also plans to leverage the initiative to celebrate Children’s Day on their digital platforms
BestMediaInfo Bureau | Delhi | November 11, 2014
Zee Cinema has initiated a distinct on-ground initiative ‘Masti Ki Pathshaala’ to celebrate Children’s Day. Bringing alive the channel’s proposition – ‘Movies. Masti. Magic.’ -in a first ever initiative amongst Hindi movie channels in India, Zee Cinema gave underprivileged kids an unforgettable experience with a variety of fun-filled activities through the day.
Kick-started in Mumbai, this initiative delighted kids in Delhi and Ahmedabad too as we lead up to Children’s Day. Starting with giving them the ‘Movies’ experience, Zee Cinema took the kids from various orphanages for a special screening of the blockbuster movie ‘Happy New Year’. Extending its ‘Masti’ promise, Zee Cinema also booked an entire arena with a sumptuous lunch and plenty of indoor games and activities for the kids to rejoice all through the afternoon. An entertaining magic showhighlighted the ‘Magic’ component and provided kids with a memorable Zee Cinema experience.
To take the Children’s Day celebrations a notch higher, Zee Cinema ensured that kids had a truly memorable experience by ending the day with a surprise. When the kids returned to the orphanage, Zee Cinema showered on them some exciting and cool goodies and to make their day even more special.
Speaking of the occasion, Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL stated, “Children’s Day is celebrated for kids to rejoice their childhood and create memories that will last them a lifetime. And what better than to bring alive the Zee Cinema’s proposition- Movies. Masti.Magic - into the lives of children who don’t get an opportunity to celebrate it. We hope to create some everlasting moments for them!”
To make the celebrations even more special, Zee Cinema will also be leveraging ‘Masti Ki Pathshaala’ on their digital platforms. Videos will be shared online of the kids indulging in a range of fun-filled activities through the day.