Devesh Gupta

Squabbling neighbours on Zee Bangla

The Bengali channel has used double decker billboards to promote its latest show, 'Boyei Gelo'.

Bickering between two neighbours on petty issues is a common scene in India, especially in older colonies where a simple wall separates two homes. Keeping this interesting phenomenon as the central theme, Zee Bangla has launched its latest show, 'Boyei Gelo', on July 22. It has also initiated an interesting out of home campaign around the show across the streets of Kolkata to gather eyeballs.

Squabbling neighbours on Zee Bangla
Squabbling neighbours on Zee Bangla
Squabbling neighbours on Zee Bangla
The channel has erected single and double decker hoardings. Backlit acrylic is used to give the 2D hoardings a 3D look. The billboards showcase windows of two adjacent houses, with cut outs of the protagonists looking out at each other from them. In the double decker hoarding, the male protagonist is shown standing in his window with a fishing rod directed towards the female protagonist. The lightweight billboards are designed keeping in mind the monsoon season that sees heavy rains in Kolkata.

A message at the bottom of the billboard reveals the launch date and show timings. The show is being aired at the 9 pm slot from Monday to Saturday.

The creatives for the campaign were designed by Response India and the Zee Bangla marketing team. The campaign was executed by Percept OOH.

Zee Bangla has erected the billboards at 16 sites in Kolkata, including Park Circus crossing, near Nizam Palace at Camac Street, Rabindra Sadan, Ballygunge Phari, Gariahat, Russel Street, Kasba, Moulali Crossing and Prince Anwar Shah Connector, near Topsia Police Station.

The campaign began on July 20 and will run for 15 days. However, the channel refused to comment on the spends for the campaign.

Speaking about the innovations, Sujay Kutty, executive vice-president and business head, Zee Bangla and Zee Bangla Cinema, says, "Our creative demanded a road and a double storey building to share the dynamics and the chemistry of the main leads, who are always squabbling with each other. To attain the story vibrancy, the double decker site and large cut outs were used."

He adds that the story of the show revolves around two families residing in neighbouring houses who are always bickering with each other. The show has an element of refreshing comedy that highlights the quintessential Bengali sensibilities.

Zee Bangla was launched in September, 2009, as Alpha Bangla. The channel boasts of popular shows such as Didi No.1, Kache Aye Shoi, Dadagiri and others. The channel is also available on the DTH platforms of Dish TV, Airtel, Big TV and Sun Direct.