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Setting new benchmarks: Lux Zee Cine Awards 2016
MUMBAI: Credibility, creativity, celebrities and much more… this is what sums up Lux Zee Cine Awards 2016. The prestigious awards ceremony by ZEE was bigger and better this time with the introduction of the ‘Jury Awards’ and it is India’s first ‘Integrated National Award’ for cinema. This year with its unique proposition, the awards night saw many enthralling exclusive content by renowned regional talent in Bengali, Marathi and Telugu across Zee Bangla, Zee Marathi and Zee Telugu respectively. The might of Zee Entertainment reaching out to 959 Million viewers across 169 countries including USA, UK, Europe, Middle East, and Africa, made Zee Cine Awards one of the most watched awards show on television. Various regions across the globe executed clutter breaking worldwide campaigns to ensure that the awards reach out to maximum viewers. Lux Zee Cine Awards 2016 was a simulcast on 5th March on Zee Cinema, Zee Cinema HD, Zee Anmol, Zee Tamizh and also premiered on primetime globally.
ZEEL MD & CEO, Mr. Punit Goenka, ZEEL Chief Business Officer, Sunil Buch, Anil Kapoor, Shahid Kapoor, Sonakshi Sinha, Kriti Sanon and the esteemed Jury members Leena Yadav, Ravi K Chandran, Resul Pookutty and Shantanu Moitra had announced the awards in Mumbai last month. Stalwarts from the industry graced the awards night and there were many breath-taking performances by not only the younger but veteran actors in the industry.
Hosted by the charming Shahid Kapoor and Karan Johar, ‘Lux Zee Cine Awards 2016’ was an honest attempt to recognize and reward deserving talent purely on their accomplishment in the year. ZEE introduced a transparent judging process with senior and renowned dignitaries from the industry like Rakesh Roshan, Anurag Basu, Leena Yadav, Prasoon Joshi, Ravi K Chandran, Resul Pookutty and Shantanu Moitra on its panel. The Jury selected winners based solely on the artistic and technical merits of the eligible films in the field of acting, direction, music and cinematography.
The act that stood out from the clutter of routine celeb led performances at award functions was the action-packed tribute to the stuntmen of the industry, designed by Bollywood’s most popular filmmaker Rohit Shetty. It was a first on any awards show that stuntmen have received their due with a live daredevil-stunt performance at Lux Zee Cine Awards 2016. The dashing and daring Vidyut Jamwal risked his life along with stuntmen to deliver a high octane action sequence. An exclusive 50 second video of Vidyut’s stunt put up on the Zee Cinema facebook page garnered more than 1 million views within 4 days.
Two upcoming movies – Rustom and Ki & Ka chose the Lux Zee Cine Awards platform to create maximum buzz on the films. The most awaited performances of the night included Akshay Kumar’s specially designed act based on his upcoming romantic thriller –Rustom.
To make Lux Zee Cine Awards 2016 a grand success, Zee Cinema unleashed an aggressive 360 degree marketing campaign in key markets like Delhi, Mumbai, Uttar Pradesh, Maharashtra and Gujarat. The channel utilized various mediums including TV, Radio, Theatre, DTH, Print, Outdoor, Digital, Social Media and PR campaigns to build excitement and traction for Lux Zee Cine Awards 2016.
Zee Cinema carried out an extensive digital campaign covering high traffic consumer sites to build perception and recall for the property. Zee Cinema partnered with Facebook to create an FB booth on the Red Carpet and LIVE feed of the fun quirky moments with superstars was posted. This exclusive content posted on the Zee Cinema page alone garnered more than 4.1 Million views till date. Also, an extensive social media campaign was executed on Twitter and Instagram to widen reach and pique interest of the core target group.
Using print media to its maximum advantage, the channel targeted Tier I and Tier II regional publications with the objective to get maximum conversions for the telecast. A robust outdoor promotion plan in high density areas along with the best use of television was made in Network and Non- network channels. It was also promoted on DTH platforms like Dish TV, TATA Sky and Videocon to enhance the recall of the property. A high impact week long Radio promotional plan in twelve Hindi speaking markets was activated through RED FM. To create more impact, innovative advertising was carried out in over 500 theatre screens across Hindi Speaking markets.
Zee Entertainment Enterprises Limited’s Chief Business Officer, Mr. Sunil Buch, said, “Zee Cine Awards 2016 is not only a true celebration of Hindi and regional cinema but also brought transparency in the selection of winners through its Jury Awards. Keeping in mind the legacy and credibility Zee Cine Awards commands, we have initiated several marketing innovations and activations to make the event a grand success, both, for the audiences and all our partners. It had been conceptualized, created and produced by Zee Studios, our state-of-the-art film and TV production arm. Besides, there is a goodness of fit to a film awards show being premiered on Zee Cinema rather than on a GEC. The channel with an average weekly base of 184 million viewers is higher than any other channel across Hindi SpeakingMarkets. The simulcast of the Awards on India’s leading FTA GEC channel, Zee Anmol also adds to its reach in rural India.”
(Source: BARC-Urban + Rural India, Average of Week 41’15-Week 3’16, NCCS 4+)