Zee Cinema goes aggro to promote Barfi! telecast

12 Jul,2013

By A Correspondent


Movie channel Zee Cinema has pulled out all stops to promote the telecast of the award-winning Ranbir Kapoor starrer Barfi! on July 14.


By way of an innovative marketing initiative, Zee Cinema will have ‘volunteers of sweetness’  in the form of young men on bicycles dressed as Ranbir’s iconic character from the film Barfi! to distribute barfi (solidified Indian sweets in various shapes) to people across Delhi, Mumbai, Kolkata, Pune, Nagpur, Lucknow, Kanpur and Indore. In addition, Barfi! masks will be distributed to school students with volunteers getting them to try the popular ‘Barfi!’ dance step or say “Barfi” like Ranbir Kapoor did in the film.


Akash Chawla

Said Akash Chawla, Head-Marketing, National Channels, Zee Entertainment said, “This is a feel-good initiative for a feel-good film. With a film like ‘Barfi!’ that warms your heart, our idea is to spread its sweetness amongst our audience. Along with a mass media campaign, we felt a campaign that directly engages with our viewers and puts a smile on their faces would work best!”


Barfi! will be aired on Zee Cinema on Sunday, July 14 at 9pm. The film had premiered on Zee TV on June 23.


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