MUMBAI: Zee Café will be airing all eight seasons of the American television comedy-drama series, Desperate Housewives, and is spinning a new flavour to the show giving it the theme of Sin is In. Targeting young urban females this time around, Zee Café is promising to ensure engagement levels a notch higher.
Zee Café is running a digital campaign for the promotion of the show through a website created especially for the show: www.sinisin.in . The site is created to intrigue young urban women about the show as well as give them an opportunity to engage with activities on the website which are related to the show. The site has been designed in such a way that without answering a few basic fun questions in the beginning, one cannot access the site. The site also includes pictures, trivia, and more.
Speaking on the occasion Zee Niche Cluster and ZMC EVP and business head Anurag Bedi stated, "We are quite excited about the different viewer engagement activities and have been getting a great response from the viewers so far. Airing all eight seasons of the most watched show worldwide is definitely a milestone”
In addition to the digital consumer engagement , Zee has also roped in radio channels for direct outreach in the metros for that will not only push for episode tune ins, but engage the viewer via hashtags, contests and RJ mentions. In an effort to connect with the audience pan India the channel will be airing promos of the show during the Diwali blockbuster movie-Happy New Year across premium multiplexes in the metros.
ZEEL English entertainment head content and marketing Sharlton Menezes commented that the campaign is a very targeted one with clear mindset of reaching out to young urban women. “Therefore we have opted for radio, social media and movies in addition to network promotions on television. Every little detail, be it the theme or the language used, everything has been created and designed as to what would appeal to young urban women.” he added.
Sensodyne is the powered by sponsor with Snapdeal and Emirates is the associate sponsor for the show. Desperate Housewives starts 29 October, Monday to Friday at 9 pm on Zee Café.
