A few days before July 13 when Zee TV and other channels were to start airing new episodes of their shows after a hiatus of about three months, a campaign was started to share the news. Under #13thKiTayyari, hoardings were put up in Delhi and Mumbai, featuring several FMCG brands such as Amul, Red Label, Pepsi, Maggi, Cadbury and Sunfeast. Though not many could see these hoarding advertising in real life, enough buzz was created online around the hashtag. Several memes also came up.
Hello. What’s happening here? Three different brands, same layout, same copy?Anyone knows?
Anyone seen any other brands? pic.twitter.com/k4tRh9Rrcl
— Wear a mask. Covid kills. (@AnantRangaswami) July 9, 2020
#13thkitayyari trending on twitter
Le me- pic.twitter.com/23YMwHKlAv
— Jugnu (@Pikachu42334781) July 11, 2020
These hoardings worked as a teaser for a Zee TV campaign #BanegiBaatSaathSaath. The hashtag was later tweaked to #13thKiTayyariZeeTVKeSaath after the reveal on social media. Zee TV thanked the FMCG brands that were featured on these hoardings.
Mazedaar naye kisso ke saath kuch meetha toh banta hai with @DairyMilkIn.#13thKiTayyariZeeTVKeSaath#BanegiBaatSaathSaath
Karenge #NayeKalKiSunehriShuruwaat 13th July, raat 8 baje se sirf #ZeeTV par. pic.twitter.com/bz2YWn5MLl— ZeeTV (@ZeeTV) July 12, 2020
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Kijiye swag se swaagat ZeeTV ke naye epsiodes ka with @pepsiindia. #13thKiTayyariZeeTVKeSaath#BanegiBaatSaathSaath karenge #NayeKalKiSunehriShuruwaat 13th July se raat 8 baje sirf #ZeeTV par. pic.twitter.com/PAbaZFGGOa
— ZeeTV (@ZeeTV) July 12, 2020
The trend was also leveraged by other channels such as Colors and SAB TV to announce that they would be broadcasting new episodes from 13th July.
Entertainment ke saare rang milkar dekhenge apne parivaar ke sang! Jab hogi naye kal ki shuruwaat Zee TV ke saath aaj raat 8 baje! #13thKiTayyariZeeTVkeSaath #BanegiBaatSaathSaath
— ZeeTV (@ZeeTV) July 13, 2020
13th July ki tayyari hum bhi kar rahe hain! Saath milkar laayenge India ke chehre par muskaan with new episodes! #SwitchOnSAB #LetsEntertainIndiaTogether #13thKiTayyari https://t.co/YNQIU5Llur
— SAB TV (@sabtv) July 10, 2020
Given the lockdown condition and restrictions, using hoardings to generate buzz around the campaign was an intriguing choice. Zee TV was able to achieve its goal and that too in a way that was arguably creative and well-planned.
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