MAM
Zee Cinema marries marketing with innovation
Pay a high price to acquire a blockbuster movie, back it with heavy marketing, and hope the advertising money will follow.
That is what Zee Cinema did to promote Mujhse Shaadi Karogi, expecting the recipe to work. As per industry estimates, the telecast rights were grabbed for around Rs 45 million and over Rs 10 million was spent to market the movie, the biggest push the channel has ever attempted. So did it work?
Let us first look at the unique way the movie was marketed.
The campaign
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“Madly in Love with me? Then propose to me,” flirted Priyanka Chopra through the hoardings deployed in the outdoor campaign. Viewers were constantly reminded of the contest through radio and print. Realising the influence of the online medium among urban consumers, Zee Cinema hooked on to the Web and aggressively promoted the extravaganza online through popular sites MSN and Yahoo.
The peg for the whole campaign was the reality game show Propose to Priyanka (P2P) that was created out of the movie’s theme. This was across all media – print, radio, outdoor, SMS and Internet.
The movie had Salman Khan making his best efforts to win Priyanka Chopra’s love. The theme was used in conceiving this reality contest where viewers were asked to send in their proposals to Priyanka. From the entries received, five were short listed to meet their icon and propose to her in person. The channel showcased the final round of the contest during the telecast of the movie on 27 February.
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The initiative saw the channel entering in a partnership with Media2win, the online media planning and buying venture of Contests2win group, to promote its big movies online. Interactive banners were placed on Contest2win.com, Yahoo mail, Yahoo home page and MSN Messenger. The campaign posed questions related to the movie and the prize promised was a diamond ring.
The Break!
The whole effort was to promote the ad breaks so that viewers stuck on to the channel during the intervals, an innovative idea taken from a Philippine channel.
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“This is for the first time in the history of Indian television that such a thing has happened. We made a conscious effort to promote the ad breaks. This is where the advertisers are putting their monies,” Says Zee Cinema business head Bharat Ranga.
The Score Card
Despite a heavy dose of marketing, the ratings fell short of expectations. MSK could garner only 3.84 TVR, according to TAM data for C&S 4+ Hindi speaking markets. According to the channel, the P2P show garnered an average TVR of 3.9.
MSK, however, has fared better than most of the movies that have been telecast this year. And on Zee Cinema it was only Munnabhai MBBS that was ahead of MSK with a TVR of 4.1. Quoting TAM numbers, Zee Cinema says during the MSK telecast, its channel share at 25 per cent beat the rival channels, the reach stood at 26 per cent and the peak TVR recorded was 6 in the HSM.
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Ranga admits the CS4+ HSM rating was “much less than expected”, but the buzz around MSK helped achieve the primary objective of creating an excitement around the channel.
On the advertising front, Zee Cinema had put a high premium on the ad rates by jacking it up to between Rs 40,000 and Rs 50,000 for a 10-second spot – a five fold jump from the ad rates the channel normally charges for a premiere.
Ranga says some advertisers were not ready to accept the rates. “We were expecting a particular rate. But there were some advertisers who felt why they should pay that much.”
So what did MSK finally achieve?
Ranga feels the movie helped build the image of the channel. “Movie channels are drawing in new viewers at this juncture, a trend that has caught on since the last eight months. At a time when all the three movie channels are showing big films, it is crucial to build the image of the channel. This is why we decided to do a big campaign to promote this movie.”
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Media agencies believe promoting big ticket movies should have long term goals. Says Starcom MD (West and South) Ravi Kiran, “It is not right to judge such spends in isolation. It is the equity the channel is able to create that counts. If MSK could get the channel at least 20 per cent new audiences, it should consider that as an achievement.”
Adds Madison media director Vanita Keswani: “MSK is the biggest premiere on Zee Cinema till date. The 360 degree marketing efforts were crucial because they were aimed not only at attracting viewers but, more importantly, to build the image of the channel.”
So is MSK setting a trend? Zee Cinema plans to make a detailed analysis of the viewer response to the initiative. “We would like to study the various patterns that have emerged from this exercise as it would help us in extending the lessons learnt to other big properties we have like Musafir, Aaitbaar and Raincoat,” says Ranga.
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In this blog, you will learn how third-party online cover supports legal safety, what it includes, and why securing it online is a smart first step.
Why Third-Party Insurance is Legally Mandatory
Indian motor law requires vehicles used on public roads to carry third-party liability cover. The intent is to protect the public by ensuring there is a recognised route for compensation when a vehicle causes harm to others.
If a vehicle is driven without this cover, penalties can apply, and the owner may have to pay the compensation amount personally if legal liability is decided against them. This helps ensure that people who suffer loss are not left without support.
How Third-Party Online Insurance Works
When third party car insurance is purchased online, the proposer shares vehicle and personal details, pays the premium, and receives the policy document in digital form. The cover applies during the policy period and provides legal liability protection for others arising from the use of the insured vehicle.
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What is Covered Under Third-Party Insurance?
This cover is designed to pay for losses suffered by others when legal liability is established. The response depends on the policy terms, the evidence, and the decision made during the claim proceedings.
Bodily Injury to Third Party
If someone else is injured in an accident involving the insured vehicle, the policy can cover the insured person’s legal liability. Compensation is assessed using medical records and other supporting documents, along with findings on responsibility. Payment is made based on the final compensation amount decided in the case, as per the policy terms.
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If another person’s property is damaged, the policy can respond to the insured person’s liability for that loss, within the limit mentioned in the policy. The amount is generally based on documents that support ownership and the assessed repair or replacement cost. Timely reporting and clear paperwork can reduce delays in assessment.
Legal Support During Claim Proceedings
Third-party claims can involve notices, hearings, and filings because they focus on legal liability. Under the policy terms, the insurer may assist in organising documents and managing parts of the defence process through appointed representatives. This can support orderly communication and reduce missed deadlines.
What is Not Covered
Third-party cover is narrow, so some common expenses are excluded. These exclusions are common, but the exact details depend on the policy terms.
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Why Buying Online Strengthens Legal Safety
Buying online does not change legal duties, but it can make compliance easier to maintain and easier to prove. Digital records also support clarity if cover dates are questioned after an incident.
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Conclusion
Third-party liability cover is a direct step towards legal protection because it covers losses suffered by others when a vehicle causes harm. It supports compliance and reduces the risk of penalties for uninsured driving. Buying online can help keep policy documents, dates, and receipts easy to retrieve during checks and claim proceedings. When the cover’s scope and exclusions are understood in advance, it becomes easier to stay compliant, prepared, and confident on the road.
