MUMBAI: Zee Cinema is all set to premiere English Vinglish on Indian television on 29 December at 8 pm.

The movie, which is a comeback of Bollywood actress Sridevi after a hiatus of 14 years, is produced by R Balki.

The channel has roped in Godrej Ezee as the presenting sponsor while the Attitude (Amway) is the powered by sponsor.

Zee Cinema is quite hopeful of the movie that was widely applauded. Zee Cinema business head Mohan Gopinath said, "There are some films that set the cash registers ringing at the box office and others that evoke critical acclaim. Then there are a third lot of films that effortlessly manage to score on both these fronts by sheer virtue of their caliber combined with the star power of their luminous cast. We are extremely confident that the world television premiere of English Vinglish will be received well by Zee Cinema viewers."

In sync with the title of the movie ?English Vinglish?, Zee Cinema has used today?s conversational style of speaking in signages displayed at strategic locations in 56 centres. Messages like ?Coffee Voffee?, ?Exit Vexit? and ?Please Switch off your Mobile Vobile? placed across 870 touch-points.

For this intiative, Zee Cinema had partnered with popular joints such as Caf? Coffee Day, multiplexes such as Inox, Cinemax, Fame, lifestyle chains like Globus, Shoppers Stop and Westside and the Mumbai International and Domestic Airports. 

The movie is being aggressively promoted by the channel through on-air promos and astons, social media and digital media banners on targeted sites.

English Vinglish is an Indian comedy-drama film directed by Gauri Shinde. The film revolves around housewife Shashi Godbole, who enrolls for an English language course to prove a point to her husband and other family members. It was made simultaneously in Hindi and Tamil and released on 5 October. It was also dubbed in Telugu and released simultaneously along with the Hindi and Tamil versions.