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Zee Marathi plans marketing push for Riteish Deshmukh’s ‘Lai Bhaari’ premiere
MUMBAI: Actor Riteish Deshmukh’s top grossing blockbuster hit – Lai Bhaari will be premiered on Zee Marathi on 25 January, 2015 at 7 pm.
The premiere of the movie will be supported by a campaign with focus on TV, print and outdoor media. Some of the key initiatives of the campaign were the innovations undertaken on the outdoor campaign with a cutout of Riteish at strategic locations. The outdoor campaign spanned across 17 cities with Mumbai and Pune being the focus markets. Transit medium was also extensively used for the outdoor campaign.
Another first in the campaign was a direct mailer in the form of a branded ‘fiber brick’ reminiscent of the bricks used by Riteish in the movie, were distributed amongst the trade fraternity. The social media campaign offers a contest with a chance to win goodies like silver coins, EsselWorld passes and autographed memorabilia from Riteish Deshmukh himself.
Zee Marathi business head Deepak Rajadhyaksha said, “Lai Bhaari has enthralled audiences across Maharashtra smashing the previous box office records. It has been a remarkable year for the Marathi movie industry and this has coincided with a great year for Zee Marathi. The premiere of Lai Bhaari is another treat for our viewers and reaffirms the fact that Zee Marathi treats special properties like movie premieres differently, creating a unique experience for the viewers. The movie has been a cult and has already generated huge interest and buzz in the market. We hope to better our own performance with the premiere of Lai Bhaari.”
Lai Bhaari marks Riteish Deshmukh’s debut in the Marathi movie industry. It has been directed by Nishikant Kamat and also stars Radhika Apte, Aditi Pohankar, Tanvi Azmi and Sharad Kelkar.
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.
