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Zee Cinema takes Border 2 Independence Day campaign to 40-plus cities
Tiranga Yatra rolls through Jaipur and Udaipur ahead of the 15 August TV premiere
MUMBAI: This time, the border has come home and taken to the streets too. Zee Cinema has taken its Independence Day campaign for Border 2 beyond television and digital platforms, using on-ground activations across cities to build anticipation for the film’s World Television Premiere on 15 August at 7:30 PM.
The campaign began with the Border 2 Tiranga Yatra in Jaipur, where a specially designed Border 2 truck travelled through the city alongside bikers carrying the Tricolour. Patriotic music, dance, memorable dialogues from the film and live audience interactions turned the route into a moving Independence Day celebration.
The Yatra will continue to Udaipur, while the campaign is also expanding through Border 2-themed canter activations and branded rickshaw announcements across 40-plus cities in Maharashtra, Uttar Pradesh, Gujarat, Madhya Pradesh and Rajasthan.
The activations are designed to take the film’s Independence Day messaging beyond screens and into local communities, using public spaces and live interactions to build a connection with audiences ahead of the premiere.
The campaign will culminate on 15 August evening, when Border 2 makes its World Television Premiere on Zee Cinema at 7:30 PM.
Directed by Anurag Singh, Border 2 stars Sunny Deol, Varun Dhawan, Diljit Dosanjh and Ahan Shetty. Set against the backdrop of the 1971 Indo-Pak war, the film centres on the courage, camaraderie and sacrifice of Indian soldiers.
The film is produced by Bhushan Kumar, Krishan Kumar, J.P. Dutta and Nidhi Dutta.
