MUMBAI: As Valentines Day comes nearer, more and more innovations, promotional activities and contests are materialising at all channels as they gear up for Cupid mania.

Zee Cinema for one, has come up with the month long movie festival 'Dil Deke Dekho' which will air romantic all-time-hits like Maine Pyar Kiya, Hum Aapke Hain Kaun, Qayamat Se Qayamat Tak, Mujhse Dosti Karoge, Mere Yaar Ki Shaadi Hain and Rehna Hain Tere Dil Mein, every night in February at 9 pm.

Zee Cinema and Zee Music head Yogesh Radhakrishnan said, "Zee Cinema has always been in sync with the taste of its viewers and our viewers have always been with us in making Zee Cinema the No.1 Hindi movie channel in India. It has also been our sustained effort to offer the best Hindi movies and in this beautiful month of love, Zee Cinema rekindles the light of love through the best of romantic movies."

Speaking about the marketing initiatives and promotions, Zee Cinema assistant vice president (marketing) Prakash Ramchandani said, "The movies that we have lined up for the month of February will add to the bigness of romance that is in the air. Movies like Hum Aapke Hain Kaun have a certain emotional value and connect with the consumers."

A special Zee Cinema 'Dil Deke Dekho' van will zipping across 60 to 70 cities in Maharashtra, Gujarat, Rajasthan, Haryana, Chandigarh and Kolkatta. The van will be interacting with college students, bystanders and residential colonies and will be quizzing them on Bollywood movies. Winners will get exciting mementos of 'Dil Deke Dekho.'

Zee Cinema is doing a complete 360 degrees marketing spin in promoting the unique concept. "Outdoor ad campaigns, thematic and individual on air campaigns and the innovative ads that will bombard the print medium very soon are something to look out for," promises Ramchandani.

The 'Dil Deke Dekho' festival will also showcase movies like Chupke Se, Road, Khwahish, Chori Chori, Yeh Raaste Hai Pyaar Ke, Deewane, Chalo Ishq Ladaye and Humraaz.