Zee TV uses parody political party to promote new season of ‘Sa Re Ga Ma Pa’
MUMBAI: Zee TV has initiated a unique marketing campaign for the promotion of the new season of ‘Sa Re Ga Ma Pa’ which will go on-air from 13 October, every Saturday-Sunday at 9 pm.
The Hindi GEC has formed an all-India parody political party called the ‘Rashtriya Sangeet Party’ that demands the discarding of labels based on caste, creed, background, gender, sexuality and brings people together to celebrate their talent and love for music.
With the core thought of music for all #MusicSeBaneHum, the new season of Sa Re Ga Ma Pa focuses its spotlight on talent alone, sending out a strong message of all-inclusiveness. The show’s judges Sona Mahapatra and Wajid Khan have extended their support by flagging off the campaign, putting out powerful tweets representing the party’s manifesto.
Since its inception on 28th September 2018, the Rashtriya Sangeet Party’s microsite and subsequent social media platforms (Twitter, Facebook, and Instagram) have been creating awareness about its propaganda through strong and impactful creatives bringing alive the power of music.
The slogan #HaregaBhaiHarega has been used to create a war cry against discrimination. Apart from urging celebrities connected to the music world to join this movement, the campaign has also been targeting and tapping into current issues and linking it to music, populating the #HareBhaiHarega. It has generated thousands of conversations on various social media platforms and trended for almost 3 hours a day after its inception.
Commenting on the initiative, Zee TV business head Aparna Bhosle said, “At Zee TV, it has always been about devising an inventive approach to establish the core premise of our content propositions in an engaging manner. In the recent past, through high-impact ideas like #ChangeHerNot for Kaleerein and ‘Talaq Talaq Talaq, Galat Galat Galat’ for Ishq Subhan Allah, we set new benchmarks in creative viewer engagement. While we are growing on multiple fronts to become a progressive nation, identity politics continues to take center stage and is palpable not just in India but worldwide. Knowingly or unknowingly, people choose to identify themselves with a certain colour, race, caste, creed, community, region, religion or on the basis of their sexuality. With music being a strong unifier, we thought of addressing the cultural tension and discrimination head-on by launching a campaign ‘Music Se Bane Hum’ that celebrates the all-inclusive power of music, supported by the creation of Rashtriya Sangeet Party where people only identify with ‘Music’ without any labels. The campaign not only breaks clutter but also reinforces the perception of Sa Re Ga Ma Pa as a dynamic brand that moves with the times and Zee TV as an industry pioneer.”
The campaign ‘Music Se Bane Hum’ is spread across different mediums and will reach out to the viewers through several initiatives propagating Rashtriya Sangeet Party’s agenda. The logo of the party- a symbol of the harmonium, stands for what is right and what is right is only music. A social media outreach has been planned to drive conversations on twitter, facebook and Instagram through proactive and reactive posts and gifs that present music as a solution to topical problems society faces. The campaign will also have musical rallies and morchas making it a larger-than-life and differentiated marketing phenomenon.