MUMBAI: With digital leading the way forward, &Pictures, an interactive movie channel from Zee Entertainment Enterprises (Zeel) stable is leaving no stone unturned to increase its engagement level with the digital audiences.

It had recently launched an interactive application called Dil Se, which allows people to record and upload messages for their favourite celebrity. The recorded messages are then sent to celebs for them to reply with personalized messages for their fans.

Now, the channel’s digital agency The Small Big Idea has roped in stand up comedians Ashwin Mushran and Amogh Ranadive to promote the interactive application Dil Se. In a one of a kind interactive campaign, the audience’s tweets were converted into videos within minutes of them being posted.

The audience had to tweet to the channel, the extent to which they would go to catch the attention of their favourite star. The gags told the audience how their ideas of impressing their stars might not to be the best, by mocking the idea itself. The videos were hilarious and that attracted more than 6 lakh impressions on twitter alone.

The Small Big Idea founder-director Harikrishnan Pillai said, “Our route was twisted and twisted works. People didn’t expect their version of celeb-love to come out in such funny manner, and that too within minutes of them tweeting. Good part is that people were OK to laugh at themselves. The giggles ended at 6 lakh impressions, validating the efficacy of the idea too.”

Zeel Hindi movie channels deputy business head Ruchir Tiwari added, “The end objective was to make people aware of this application. The core message was beautifully weaved around the social activity, giving us dual advantage of creating great online content and marketing the digital property.”