Zee TV’s show Ishq Subhan Allah not only puts the spotlight on triple talaaq but puts in contrast the different schools of thought that interpret the same religion very differently. While the show grabbed attention of the audience, Ishq Subhan Allah gave its leading lady Zara Siddiqui an opportunity to voice her opinions with a YouTube channel of her own, asking the nation to pay heed to her requests about the unjustness of the triple talaaq system.
Zee TV launched ‘Galat Galat Galat’, a marketing campaign which drives conversations about the misinterpretations of Islam, the callous misuse of triple talaaq and urges audiences to re-examine their own perspective on religion and bring an element of rationality to the way they understand and apply religion to their lives. The campaign is a reflection of Zara’s quest for religion 2.0 – one wherein we interpret religious teachings in order to grow in life.
This marketing campaign is creating awareness about Zara’s nazariya which resonates strongly with a large segment of the Muslim community. While ATL activities like OOH, print inserts in Urdu publications, radio spots and aggressive outreach across TV channels, in markets like Mumbai, Delhi, Uttar Pradesh and Madhya Pradesh communicate Zara’s views through hard-hitting creatives, a subtler social media strategy has been gaining prominence online. ‘
On YouTube, Facebook and Twitter, a specially created profile for Zara Siddiqui has been sharing stories about her point of view and interpretation of Islam derived from the holy Quran. The videos posted on these social media accounts have been raising pertinent questions aimed at provoking the viewers’ thought processes while driving conversations about the triple talaaq custom. Zara’s videos on her have received good response, with many applauding her efforts at raising a voice against age-old practices, leading her to trend on Twitter for over four hours at a stretch!
Deepak Rajadhyaksha, Deputy Business Head, Zee TV, said, “Innovation in outreach has been the key to our marketing strategy. Be it Kaleerein’s #ChangeHerNot campaign, Aap Ke Aa Jaane Se’s Licence to Love campaign or the most recent Zara Ka Nazariya outreach for Ishq Subhan Allah, we have supported our on-air narratives by a strong viewer engagement and outreach programme which drives home the true message deeply embedded in our storytelling. While conversations around the custom of triple talaaq are gaining momentum across the country, we have an outspoken and modern Zara who, in her own simplistic ways, asks questions that spark curiosity and nudges viewers to question belief systems that have existed for generations. A simple question like ‘Why can’t a woman have a say in annulling a marriage if her assent is important in sealing the marriage?’ puts the focus on pertinent issues like gender equality within the Muslim community. Our campaign strives to encourage many women like Zara to question norms, take charge of their destiny and curate a future of their own making. The feedback that the Zara Ka Nazariya campaign has been receiving is very encouraging and it tells us that we are on the right path towards raising a voice and prompting change.”
Ishq Subhan Allah is the story of Lucknow-based Kabeer (Adnan Khan) and Zara (Eisha Singh), both devout followers of Islam, whose different interpretations of the holy Quran become a bone of contention between the two. While Kabeer, a young Maulvi, is more traditional and orthodox in his understanding of the religion, Zara is well-educated and questions belief by way of logic.
While their contrasting ideologies have been the cause of some friction, a turn of events sees Kabeer and Zara getting married through a traditional niqaah ceremony. But a roadblock soon approaches their lives as Zara demands equality in the triple talaaq system deeming one-sided annulment as unjust.