A Facebook app developed by Zee TV to coincide with the launch of its Sunday morning mythological show Ramayan allows users to experience the Ram Durbar and perform aarti, light a lamp and shower flowers.
With an aim to connect the internet savvy viewers with a subject pertaining to mythology, Zee TV has launched a Facebook app coinciding with the launch of its new show, Ramayan. The app is a first-of-its kind 'virtual' temple on the Facebook page of the show. Online users can visit the virtual temple through a unique tab on https://www.facebook.com/ZeeTVRamayan.
The virtual temple is a re-creation of the Ram Durbar showcasing Lord Rama, Lakshman and Sita, with Lord Hanuman. It has unique features that let them ring the bell, light a diya, play a choice of aartis, shower flowers and smear haldi and kumkum on the deities, break a coconut and even rotate the aarti ki thali.
Commenting on the app, Akash Chawla, marketing head, national channels, Zee, says, "Communicating effectively on the social media has become an integral part of any brand's communication mix today and we're no exception. The virtual temple initiative only augments the scope and reach of our overall campaign. While communicating through mainline media such as television or print reaches out to the masses, activities such as distribution of prashad and Hanuman Chalisas at temples across the country taps more devotees. On the other hand, an innovative 'virtual' Shri Ram Mandir created on Facebook lets you connect with the growing segment of population that literally lives on social networking websites."
The campaign has been developed by Interactive Avenues.
The channel also plans to take the campaign onto a mobile platform with an app that will make the virtual temple available to smartphone users and let them interact with 'Ramayan' through aartis and chaupaayis.
It may be recalled that Zee had jumped on to the Sunday morning slot with the launch of the show on August 12. The 50-episode epic is being produced by Sagar Pictures, the production house of Meenakshi Sagar, the granddaughter of Ramanand Sagar.