New Delhi: Zee Tamil successfully rebranded the film “Annapoorani” through a unique campaign, “Parthal Pasi Theerum.” The campaign, launched ahead of the film’s television premiere, aimed to transform negative perceptions into a positive discourse.
“Annapoorani,” starring Nayanthara, Jai, Poornima, and others, faced criticism during its theatrical and OTT releases. To address this, Zee Tamil devised a creative strategy that combined entertainment with social impact. The campaign invited viewers to participate in a noble cause: for every 10 missed calls received, Zee Tamil sponsored a meal for the needy.
The campaign was extensively promoted, generating widespread attention and positive buzz around the film. It helped “Annapoorani” achieve a good rating and Zee Tamil sponsored meals for 5,000 people.
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Ramanagiri Vasan, Chief Channel Officer, and Nilesh Krishna, Director of “Annapoorani,” praised the campaign’s success in altering the film’s narrative and fostering a deeper connection with the audience.
Zee Tamil’s innovative approach demonstrates how strategic marketing and community engagement can turn the tide of public perception. By combining entertainment with social responsibility, the campaign not only transformed the film’s narrative but also reaffirmed Zee Tamil’s commitment to meaningful entertainment.
