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Social media hashtags work wonders for ‘Chennai Express’ premiere
MUMBAI: Zee TV’s social media strategy to promote the world television premiere of Chennai Express on 20 October saw an unprecedented response on Twitter. The twitteratis went ga-ga rooting this year’s biggest blockbuster.
It was a time for Shah Rukh Khan fans to show their loyalty and they were not disappointing at all. The fans received the contest with awe and excitement and supported all the hashtags – #ChennaiExpressAt8, #BiggestBlockbusteronZee, #ChennaiExpress #ThePowerOfACommanMan – created to endorse the premiere last Sunday. A first of its kind, this integrated promotional strategy on the digital platforms for the premiere of a movie on television, made people sit back and take notice.
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The well thought out integrated strategy by the team encompassed platforms like mobile, social media and TV to create an unparalleled and first of its kind campaign experience which took the digital platforms by storm. At the core of the campaign was a contest that started six days prior to the premiere of the film.
The campaign had a virtual ticket window, which allowed all fans to ‘book’ tickets of Chennai Express. All the users after filling in a few details received a digital version of a ‘un-confirmed’ ticket. This was a contest whereby the fans received a PNR number (like the one received while booking a train ticket) and were asked to check the status of their tickets (whether confirmed or waitlisted) on television while the movie was on.
A live ticker was run during the telecast of the movie where the winners PNR Numbers were flashed. This ensured that all participants watched the movie on the D-Day. Fifty lucky winners were given gift hampers autographed by Shah Rukh Khan as gratification.
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Right from its start and including the day of the telecast, the activity trended daily on social media. All activities and platforms converged resulting the following that were a first in India:
Zeel head of marketing, national channels Akash Chawla exults: “We’re incredibly proud of this digital campaign that was built around the world television premiere of Chennai Express. Breaking all records is also the fact that #ChennaiExpressAt8 trended continuously for nine hours. This strengthens our belief to deliver path-breaking reach and resonance in an efficient and organic manner.”
The campaign managed to reach out to more than three million Indians.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
