Music and Youth
Zee TV and Bobble AI collaborate to revolutionise Sa Re Ga Ma Pa 2024 auditions
Mumbai: Zee TV has undertaken a strategic initiative to boost participation in the Sa Re Ga Ma Pa 2024 auditions. The campaign leveraged Bobble AI’s technology to engage its 85 million global users through targeted AI-driven prompts in chat keyboards. By geo-targeting users in popular chat apps seen expressing their interest in singing/auditioning, Zee TV placed intent-based prompts designed to spark interest and drive users to the Sa Re Ga Ma Pa auditions. Zee TV’s contextual AI prompts, appearing within Bobble keyboard chats, directed the users to a video promo with detailed audition information. Clicking on these prompts enabled users to receive audition details and redirected them to Sa Re Ga Ma Pa’s Instagram page, optimising conversion rates and ensuring a smooth user experience.
This innovative approach, executed in Kolkata, Delhi, and Mumbai from 8 July to 2 August 2024, effectively engaged potential contestants by integrating them into their daily conversations. Zee TV’s initiative garnered 1.3M impressions and ensured maximum engagement and conversion, significantly enhancing the success of the Sa Re Ga Ma Pa auditions.
Zee TV’s chief channel officer Mangesh Kulkarni said, “The idea behind using AI and intent-based marketing for Sa Re Ga Ma Pa was to create a more personalized and relevant approach to engage potential contestants. By targeting conversations where users were already discussing singing, auditions or music, we naturally and effectively reached aspiring singers. This approach not only made the audition process more accessible but also ensured we connected with genuinely interested and passionate individuals. It’s a significant step in how we engage our audiences and foster new talent.”
As Zee TV continues to innovate and adapt to the evolving digital landscape, this collaboration with Bobble AI redefined engagement strategies within the entertainment industry. The success of this campaign promises to be a game-changer, encouraging other brands to listen to their audiences and engage with them in more meaningful ways.
Music and Youth
TLC launches ‘World On My Plate’ with Shipra Khanna
New travel-food series premieres 29 March at 7:00 PM.
MUMBAI: Shipra Khanna just packed her bags and her flavours because when a celebrated chef takes you on a global plate tour, even the couch starts feeling like first-class. Warner Bros. Discovery India has announced the launch of World On My Plate with Shipra Khanna, a new travel and food series set to premiere on TLC on 29 March at 7:00 PM. Hosted and curated by the popular chef and television personality, the show blends food, travel and culture through an intimate and immersive lens.
Across three visually rich episodes, Shipra journeys to global destinations to explore not just what people eat, but why they eat it, uncovering the stories, traditions and human connections behind every dish. The series opens in London, weaving its iconic landmarks with diverse culinary scenes, before moving to Spain’s vineyards, olive orchards and coastal kitchens.
Warner Bros. Discovery head of advertising revenues for South Asia Tanaz Mehta said: “At TLC, our focus has always been on bringing authentic stories that reflect how people live and connect. World On My Plate builds on this by using food as a lens to explore shared traditions across geographies. We’re excited to collaborate with Chef Shipra Khanna, whose perspective brings both depth and relatability to these narratives.”
Shipra Khanna added, “Food has always been my way of connecting with people and understanding cultures. With World On My Plate, I’ve had the opportunity to step into new worlds, learn from incredible individuals, and share stories that go far beyond the plate. This show is very special to me.”
The series promises strong visual storytelling, meaningful interactions and a fresh perspective on global cuisine celebrating flavours alongside the emotions and traditions that shape them.
In a world where travel shows often feel like distant postcards, Shipra Khanna is serving up something far more personal: a passport to cultures through their kitchens, proving that the best way to understand a place is still through the plate. Tune in to World On My Plate with Shipra Khanna starting 29 March at 7:00 PM on TLC.
