Zee Vajwa innovative launch campaign reaches over 10.5 million Marathi audience online

The celebrities posted their videos in turn challenging their fans and followers with quickly generated 3.7M+ views and 283K engagement on social media.

Estimated reading time: 1 minute, 41 seconds

ZEEL’s recently launched Marathi Music channel Zee Vajwa with its quirky and trendy #FullToVajwa challenge taking the social media by storm to brand films promising to amplify Maharashtra’s everyday moments into a mahual with music. Popular celebrities from the industry came together to introduce the channel in their own unique style dialing up moments and creating a launch mahaul across the state.

The celebrities started with the #FullToVajwa challenge, a unique dance on the culturally vibrant Sonic ID of ZEE Vajwa creating a chain of multiple celebrities from the fraternity. The celebrities posted their videos in turn challenging their fans and followers with quickly generated 3.7M+ views and 283K engagement on social media.

Zee Vajwa associated with Instagram’s newest offering – ‘Reels’, 15-second videos opening up a new world of possibilities with #FullToVajwa challenge becoming Instagram’s Reels first-ever regional channel launch tie-up. With each video, followers passed on the baton to their friends, thus creating a chain wherein everyone showcased their dance moves on the brand tune.

“Launching a channel in the current scenario was a challenge but we designed the campaign to use the two most powerful media in today’s time – TV & Digital. The #FullToVajwa challenge was a unique way to create a buzz about the channel launch and engage with our viewers while capitalizing on the strengths of both the mediums. The power of Zee Network was leveraged to maximize the reach to make this a successful launch campaign.”

Pankaj Balhara – Deputy Business Head – Music Cluster

The #FullToVajwa challenge brought a wave of fun and enthusiasm amongst Marathi youth allowing one to showcase their hidden talents online during the time of social distancing. The channel as a token of appreciation showcased audience entries on-air on Diwali eve to celebrate the overwhelming response.

The channel launch’s campaign saw top brands such as Yamaha Faschino 125 Fi, Garnier Men Shampoo Color, Cadbury Celebrations, Fogg, Jeevansathi, and Santoor making most of the opportunity and partnering with the channels launch campaign to strengthen their connection with Marathi youth.

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Avatar of Basil Kannagi Arasu
Basil Kannagi Arasu


Basil currently works as the Editor-in-chief at DreamDTH. He likes to write and cover the latest happenings in the Media and Entertainment Industry in India. You can always find him browsing his phone.

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