MUMBAI: Zee's Hindi movie channel Zee Cinema conducted a unique campaign for its upcoming screening of the Amitabh Bachchan starrer Aankhen. The channel used the occasion to treat a group of visually challenged youngsters with entertainment activities.
 

The youngsters were treated to a fun-filled evening, which saw a stage act by close replicas of the actors from the hit movie Aankhen. The enthralled audience participated in group activities and competitions and many emerged triumphant winners taking home well-deserved rewards, says the channel.
 
 

Speaking on the occasion, Zee Cinema business head Bharat Ranga said, "We continuously strive to drive our prime movies through innovative viewer contact programmes. It was indeed humbling to see the visually challenged people relive the movie through the eyes of the stage actors, who enacted scenes from the movie."

He further added, "In the past movies such as Munna Bhai MBBS, Tarzan the Wonder Car, and Coolie have been promoted through real time events across cities, which involved cancer patients, destitute children and coolies. These activities have been acknowledged and have received rave audience participation and appreciation."

Amitabh Bachchan starrer Aankhen is the latest addition to the ongoing festival "Shaniwar Ki Raat Amitabh Ke Saath", which was launched on 4 December 2004. Zee Cinema telecasts the movie on Saturday, 21 May at 8:30 pm.