Zee Bangla Cinema goes out of home to promote "Bedroom"
Zee Bangla Cinema: – To promote the telecast of Mainak Bhaumik's movie “Bedroom” (story about emotions, comedy, sex, frustration, desires, in a tale of three couples) at 9 PM on June 30, Zee Bangla Cinema (ZBC) recently came up with a unique activation idea called Bedroom Games. The activity, targeted at couples from various age groups, involved contests on or around a bed placed at the atria of Avani Mall, Howrah on June 22 and 23 and City Centre, Salt Lake, on June 29 and 30.
Exclusive Zee Bangla Cinema branded bedroom zone was created at both the malls. The contests included inserting a pillow within a ZBC-branded pillow cover as quickly as possible, making bed and folding a mosquito net within a given time, looking at each other without blinking for the longest duration possible and bursting a balloon placed between a couple with their backs turned to each other.
Main attraction was a two hour window, “Lie down to win a bed”. The entire contest was based on a reality show model in which couples participated. The couple who lay on the bed for the longest duration (terms and conditions applied) won ZBC branded bed set. Other winners were given ZBC-branded pillows, calendars and coffee mugs. This was extensively promoted both in radio and on air as well.
Bedroom Games inspired huge interest among the crowds and couples participated by the hundreds
Speaking about the campaign, Sujay Kutty, Business Head, Zee Bangla Cinema, says “Zee Bangla Cinema stands for Engaging, Interactive, Controversial, Entertaining, Glamorous, Exciting, and this activation is the perfect example as it justifies all the said characteristics. Way forward should be unique consumer connect programmes for promoting any property as it creates an opportunity for consumers to feel live about the brand essence. So whether it’s an ATL or BTL campaign it has to be unique and different”
Zee Bangla Cinema, 24 hrs Bengali movie channel launched on 23rd September’12 quenches the thirst of every Bengali movie-buff, from every age group and every social stratum, with its lineup ranging from classics to modern super hits