Target Market :

Pan India

Platform :

Missed Call

Objectives :

• Increase viewership and engagement across all demographics.

Solution :

• "missed call to vote" concept was introduced during the quarter final week.
• To qualify a favorite participant to 'Top 6' level one had to give a missed call on the assigned number.

Outcome :

• Voting mechanism saved the voters cost of Rs. 3/sms.
• 18 lakh – people voted on daily basis.
• 12 times more response as compared to premium sms.
• Campaign analytics enabled zee to ignite the interest in the audience.