28 Oct 2022: Chhath Puja is the biggest festival in the Bihar-Jharkhand-UP region. Celebrated six days after Diwali, the festival observes one of the toughest fasts of 36 hours in homage to Surya Dev & Chhathi Maai. Although the fast is usually observed by the mother figure, it’s a festival that is meant to be celebrated with the entire family together. Induced by the pandemic, the festival has not seen its full length in the last two years. With travel restrictions & work-related engagements especially among the migrated population, getting together with family has been difficult. With the situation now moving towards normalcy, the festival will be back in its grand shape this year. It’s time to dress up in bright traditional, put on the vermillion & lac-dye (aalta), decorate the Daura & Soop, prepare Thekua, tie the sugarcane bundle and offer Arghya at the Ghat together with your family as you pray to Chhathi Maai for the wellbeing of your children & loved ones. In short, it’s going to be a magnificent festival this year. Reverberating this thought, ZEE Biskope brought an equally hyper-celebration package, a never seen before mega campaign ‘Ghar Parivaar Chhath Tyohaar’ that encompasses the emotion of once again celebrating Chhath Puja with your family in its superlative form. The grand content bouquet will offer a series of category firsts: 2 big World TV Premieres that echoes the festive fervour, a Chhath Puja special brand film for the first time & a high octane on-ground activation. This definitely makes it a super movie plus offering for its ardent viewers.
Staying true to its purpose of serving topical & authentic Bhojpuri entertainment, the brand will bring the mega World TV Premiere of the devotional blockbuster Jai Chhathi Maai on Chhath Puja day: 30 Oct at 6 pm in Jila Top band. Narrated by the biggest Bhojpuri star Ravi Kishan, the movie is a mythological extravaganza that recites the story of Chhathi Maai’s incarnation on Earth. With a penchant to serve curated content, the channel presents a bonus WTP in addition to its Sunday WTP slot with the World TV premiere of superstar Yash Kumar’s blockbuster movie Shankhnaad on 29 Oct at 6 pm. Shankhnaad is a unique love story that runs through a series of hurdles, challenging the primitive norms of society and finally with divine blessings, places the emotion of love above all. Both movies are curated keeping the devotional mood, star cast, entertainment quotient, and topicality in mind. The back to back premieres is a stand-out offering in the category that is served exclusively on ZEE Biskope.
Taking the category-first initiative a step ahead, the channel launched a Chhath Puja special brand film for the first time. Themed under Ghar Parivaar Chhath Tyohaar, the film showcases the emotion behind once again celebrating Chhath Puja with the family together in its grand scale. The film opens with the emptiness a mother feels about not having her family around for celebrating Chhath Puja since the last two years. It then reveals how her dream comes true as the family unites to celebrate the festival at its full strength. With a relatable storyline, this film accentuates how the members of the family coming together completes a festival in its true sense.
Just when you think it’s over, there’s more from the brand’s kitty. ZEE Biskope invites its viewers at a Ghat in Patna on the 30 Oct evening in a category-first, high octane on-ground activation. Keeping the theme in mind, the brand brings one of the most trending tech-innovation to the category. It will set up a 360-degree Spincam platform where 4-5 family members will be invited to stand in a circular pattern symbolizing a united family. They will stand with Chhath Puja props in hand and sing Chhath Special songs while the Spincam records the video. There will be a giant LED screen which will have just the outline of the logo unit of ZEE Biskope Ghar Parivaar Chaath Tyohaar. Once the family records the video, the same will get embedded as a mosaic within the logo. In this way with every family recording their festive family moment, the logo will be formed. This will be symbolic of the purpose of the campaign which is to unite families together for Chhath Puja. There will be a provision for the families to download the videos and post on their social media platforms tagging ZEE Biskope. To top it up, they will be given gifts as takeaway for participating in the activation. The brand also plans to telecast selected viewer spincam videos on ZEE Biskope at a later date.
Speaking about this grand entertainment package, Samrat Ghosh, Chief Cluster Officer, East, ZEEL said, “ZEE Biskope is committed to bringing the best of Bhojpuri entertainment on Chhath Puja through its movie plus offering. The effort continues to be enhancing the family viewing experience and more so around festivals as it fosters love & bonding. We have already received a good response from the market with partners on board for our Chhath Puja special offering. I’m confident that our content bouquet built on the premise of curation will help our esteemed partner attain purposeful connect with their potential audience.”
To add to this, Amarpreet Singh Saini, Chief Channel Officer, Bhojpuri Cluster, ZEEL said, “ZEE Biskope’s strive to serve category first offerings at every stage will take festive entertainment to the next level this year with a superlative line-up. The offering is based on the firm belief in consumer centricity and the cause of elevating Bhojpuri viewership beyond mere passive entertainment. The theme has been meticulously chosen keeping the viewer sentiments and topicality in mind. This holistic hyper-entertainment package stands as a strong differentiator in the category and is sure to give viewers an additional reason to enjoy Chhath Puja to its fullest. I wish everyone a Happy Chhath Puja.”
ZEE Biskope is living up to its promise of Aanthon Pahariya Loota Lahariya through its curated offerings all year round. Its available on Airtel (channel no 663), Tata Sky (channel no 1120), DEN Bihar (channel no 840), DEN Jharkhand (channel no 839), DD Free Dish (channel no 31), d2h (channel no 2073), Dish TV (channel no 1555), Siti Cable (channel no 214) and Darsh Digital (channel no 189). It’ll soon be available on all other major cable platforms.