A 'Sweet' Initiative by Zee Cinema

The channel distributes barfi to citizens across India on the eve of the film’s telecast.

Published: Friday,Jul 12, 2013 14:37 PM GMT-06:00

Seema Matoo

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This one is aimed at just putting a smile on your face! With India's No. 1 Hindi movie channel, Zee Cinema, all set to telecast the multiple award-winning blockbuster of the year 2012 'Barfi!' on Sunday, 14^th July at 9 PM, the channel has plans to spread the sweetness one associates with the film amongst the audiences across India!

By way of an innovative marketing initiative, on 12^th, 13^th and 14^th July, Zee Cinema will have their 'volunteers of sweetness' (read young men on bicycles dressed as Ranbir's iconic character from the film) distribute barfi to the common man across Delhi, Mumbai, Kolkata, Pune, Nagpur, Lucknow, Kanpur & Indore. Taking audience engagement one step further, the channel will have 'Barfi!' masks distributed to school students, with volunteers getting them to try the famous 'Barfi!' dance step or say "Barfi" like Ranbir Kapoor did in the film. The core thought behind the initiative is to spread the masti and magic associated with movies, something Zee Cinema, as a channel, has always stood for!

Akash Chawla, Head-Marketing, National Channels, ZEEL said, "This is a feel-good initiative for a feel-good film. With a film like 'Barfi!' that warms your heart, our idea is to spread its sweetness amongst our audience. Along with a mass media campaign, we felt a campaign that directly engages with our viewers and puts a smile on their faces would work best!"

'Barfi!' is an Indian romantic comedy-drama film directed, written and co-produced by Anurag Basu. Set in the 1970s, the film depicts the story of Murphy "Barfi" Johnson (a mute and deaf man from Darjeeling) and his relationship with two women, Shruti and Jhilmil (who is autistic). The film stars Ranbir Kapoor, Priyanka Chopra, and Ileana D'Cruz in the lead roles. Barfi! opened worldwide to wide critical acclaim. The film was also a major box-office success, becoming one of the highest-grossing Bollywood films of 2012 in India and overseas. The film was selected as India's official entry for the Best Foreign Language Film nomination for the 85th Academy Awards. Barfi won several awards and nominations at various award ceremonies across India. Stay tuned to 'Barfi!' on Sunday, 14^th July at 9 PM, only on Zee Cinema.

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