MUMBAI: Zee Cinema is in full swing promoting the premiere of blockbuster movie Mujhse Shaadi Karogi. The channel, which has earlier attempted various outdoor innovations to promote its Amitabh movie festival Amitabh movie festival Shaniwar ki raat Amitabh ke saath, has this time gone a step ahead and decided to create a reality show around the property.
“We have been innovating a lot with our promotions. We have been giving a reality touch to all our campaigns and now, for the first time, we are taking this to on-air as a full-fledged reality show,” says Zee Cinema assistant VP Marketing Prakash Ramchandani.
The reality show Propose to Priyanka (P2P) is conceived with the theme of Mujhse Shaadi Karogi in mind. Viewers were asked to send in their proposals to the leading lady Priyanka Chopra and from the entries received, five were short listed to meet their icon and propose to her in person.
“In the movie, Salman Khan is making his best efforts to win Priyanka’s love. The theme is used in conceiving this reality contest as well. Zee Cinema will be showcasing the final during the telecast of the movie on 27 February,” Ramchandai says.
Umaid Singh Rathore from Mount Abu, Rohit Sharma from Jaipur, Arvind Gautam & Shailendra from Mumbai and Anif from Kolkata made it into the final five.
Apart from an extensive publicity campaign covering print, radio, hoardings and SMS contests, the channel is promoting the movie on the web also. For this, the channel has tied up with Contest2Win’s online media planning and buying arm Media2win. Interactive banners are placed on Contest2win.com, Yahoo mail, Yahoo home page and MSN Messenger. The campaign poses a question related to the movie and the winner is awarded with a diamond ring.
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