MUMBAI: Zee Marathi will add muscle to its programming line-up by extending the prime time slot to 10.30 pm with the launch of Dil Dosti Duniyadaari. This new offering targeted at the young generation of Maharashtra, is about six youngsters who discover friendship, family, love and life together under the same roof in Mumbai. The show is produced by Sanjay Jadhav's production Dreaming Twenty Four Seven.

This differential offering has been promoted on the channel and through cross channel promotions. The campaign focuses on the 'fun element' amongst friends and the off-air and on-air campaign has reiterated this communication thought. The off-air has been largely driven through social media and outdoors. The outdoor campaign has been planned strategically in college areas apart from the Marathi speaking areas. Focused primarily in Mumbai and Pune but with presence in other markets of Maharashtra it includes not just billboards but also heavy use of transit media like bus shelters, bus panels and railway platform boards especially.

Another key innovation in the campaign has been the association with Café Coffee Day across 34 outlets at college zones and popular shopping zones in Maharashtra. The association would see branding at CCD outlets apart from a specially crafted combo meal for six christened as the Dil Dosti DuniyadaariCombo.

The social media campaign has been designed to target the 15-30 year old netizen with interesting viral videos shot specifically for the medium introducing the six protagonists of the show in a comic and entertaining way. Promotions pan across the official Zee Marathi Facebook page and on the Zee Marathi YouTube channel. Promotions on Whatsapp are also on the anvil post launch. The viral videos have received a positive response and are trending.

Zee Marathi business head Deepak Rajadhyaksha said, “The extension of the prime time was a natural progression as we aim to raise the bar in the regional space and look to further consolidate our position in the Maharashtra market. The show at this slot is designed to target the younger generation. The characters in the show are very relatable to the youth as they all portray various facets of this generation like fun-loving, smart, caring, responsible, ambitious youngsters with a streak of craziness in all of them. It portrays how friendship plays a vital role in your transition from being a dependent to an independent person. Where one finds a vital support system in their friends and they become your extended family. Dil Dosti Duniydaari will help us connect better with the youth as they will have an offering to call their own and also help us prepare an audience for the future.”