A look at Zee TV's content strategy to promote its latest comedy offering ‘Ram Pyaare Sirf Humare'

Zee TV launched its light-hearted comedy show ‘Ram Pyaare Sirf Hamare’ on October 5, which will air Monday to Friday at 10:30 pm. As part of the promotional strategy, one of the lead characters and Bhopal-based housewife Dulari resorts to a book of traditional ‘nuskhe’ to keep her ideal husband Ram safe from the advances of other women in the ‘mohalla’, who can’t seem to get enough of him.

Over the last few weeks, Dulari reached out to her ‘behens’ from all across the country through her social media handle ‘RamKiDulari’, asking them to share interesting ‘nuskhe’ to safeguard her husband. It steadily gained momentum with several mommy communities like UNIMO and their different city-wise FB pages, Grihshobha, Mommies world and specific Delhi-based women’s communities sharing nuskhe for Dulari. In no time, the campaign garnered 2.2 million views on Instagram and FB with a reach of five million via RVCJ platform.

Within just a couple of hours of Dulari posting her plea for nuskhe from married women, her freshly opened account saw an upsurge of followers growing on Instagram. Looking at the virality of this video, Zee TV’s social media handle decided to take it to the next level by announcing a contest, asking women to contribute their pearls of womanly wisdom aka nuskhas using the #SunBehen. 

A WhatsApp number was floated to receive entries and the winners stood to win vouchers worth Rs 1,000. ‘Sun Behen’ memes started flowing in inspired by the nuskhas suggested by participants. The channel’s official handle put out the funniest as a part of a hilarious #Sunbehen meme series that saw a huge spike in engagement.

The show’s promo:

The video link of the launch of ‘Book of Nuskhe’:

The contest video:

The channel brought on board celebrities and influencers such as comedian Bharti Singh, Maharashtra chi shaan Amruta Khanvilkar and Bhojpuri star Amrapali Dubey to promote the campaign.

With Zee TV’s social media handles inundated with quirky, juicy nuskhas from all over, the channel compiled them all into a quirky ‘Book of Nuskhe’ and launched it virtually on the occasion of the show’s premiere.