Zee TV takes 12/24 Karol Bagh on-ground

The channel invited 30,000 people to attend the event

In August, afaqs! reported how Zee TV launched 12/24 Karol Bagh, a fiction show replacing Ghar Ki Lakshmi Betiyann on the 10 pm slot, culminating its revamping exercise for the prime time band.

Reiterating the channel's latest positioning, Har Pal Banaye Ek Naya Rishta, and with a view to promote the 12/24 Karol Bagh show on-ground, the channel organised Mata Ki Chowki or Jagrata in Delhi. The event was organised at Raja Garden, Delhi to seek blessings for the soon to be married couple in the show – Simmi Sethi and Rajeev Bhalla. Renowned bhajan singers Narendra Chanchal, Richa Sharma and Tarun Sagar also performed at the event.

The exciting part of the event was that Delhiites got a chance to not only attend the Chowki but also be a part of the show's shoot. The one hour special episode will be aired on October 19 at 10 pm.

To ensure footfalls at the event, the star cast of 12/24 Karol Bagh personally visited the devotees at Jhandewalan Temple and the Bangla Saheb Gurudwara to hand out invitations. Since the show is called 12/24 Karol Bagh, the cast also visited shops in the Karol Bagh area to hand out invitations.

Besides this, the cast distributed invites amongst the passengers in Delhi Metro and the residents of various resident welfare associations across the city. Special buses were arranged to help people commute to and from the location of the event. Along with heavy on-air promotion on all the network channels, radio spots and print was also used to publicise the event.

12/24, Karol Bagh is about how a middle class family of three sisters, a brother and their parents cope with everyday circumstances.

Akash Chawla, marketing head, Zee TV says that though the show is set in Delhi, it deals with many Indian situations. "The show launched on August 31 has shown some steady TVRs. Connecting to our viewers through every possible touch point has always been our endeavour and the event is aimed at giving a push to the ratings. Also, through this event, we showed our gratification towards the viewers and provided them with a larger than life experience," he adds.

Chawla reveals that the channel handed out 30,000 invitations for the event. Besides the distribution of invites by the cast, the SMS platform was also used to create buzz around the event.

Taking shows on-ground and making fans a part of the activity is becoming increasingly popular. Earlier, Archana, the protagonist of the show Pavitra Rishta on Zee TV, got married on July 25 in a live setting and the channel invited its viewers to come and attend the wedding. The channel shot the wedding sequence in front of a 700 plus live audience at RK Studios in Mumbai.