Mumbai: Zee Tamil, a major entertainment channel, is known for its popular fiction and reality shows that receive strong viewer support. The channel has presented several world television premieres, offering a mix of entertainment that has been well-received. In addition, Zee Tamil has organized various activities related to some of their key programs, demonstrating their commitment to making a positive societal impact.
The channel recently premiered Nilesh Krishna’s epic directorial, Annapoorani. Aired last month on 23 July, the movie garnered a massive viewership, marking a significant turnaround for the movie which previously faced considerable negative criticism. Featuring a stellar ensemble including lady superstar Nayanthara, Jai, Poornima, Karthik Kumar, Sathyaraj, Losliya, and Redin Kingsleym the movie which follows the inspiring story of a young woman – Annapoorani – did not get great reviews.
Annapoorani follows the titular character’s struggle as she pursues hotel management while facing family pressure for an arranged marriage, encountering various challenges along the way. Despite its engaging narrative and strong performances, the film received significant criticism during its theatrical and OTT releases. To shift the conversation and highlight the film’s culinary theme, Zee Tamil launched the ‘Parthal Pasi Theerum’ campaign ahead of its world television premiere.
This initiative invited viewers to support a cause by giving a missed call to a dedicated number during the film's broadcast. For every 10 unique missed calls received, Zee Tamil committed to sponsoring a meal for those in need through a partnership with the NGO Thagam Foundation. The campaign was promoted through press releases and engagement with food bloggers and influencers on social media, generating positive attention for the film. The strategy was well-received and contributed to a strong rating for the premiere. Additionally, Zee Tamil sponsored meals for 5,000 people through their partners.
Zee Tamil’s initiative with Annapoorani highlights the effectiveness of integrating social causes with entertainment, turning a challenging situation into a meaningful engagement with viewers and presenting the film positively.
Zee Tamil chief channel officer Ramanagiri Vasan commented on the success of the campaign, stating, "We recognized the inherent potential of Annapoorani and were committed to reintroducing the film in a manner that would resonate with our audience. The Parthal Pasi Theerum campaign was our endeavor to ensure we transform the negative perception around the film into a constructive and meaningful discourse. The tremendous feedback from viewers, along with the strong TRP performance, reflects the success of our campaign. We are proud to have turned the conversation around ‘Annapoorani’ into something that could make a real difference.”
Director Nilesh Krishna also expressed his gratitude, saying, “During the initial release of Annapoorani, we encountered several unforeseen challenges. However, Zee Tamil's approach with the Parthal Pasi Theerum campaign was exemplary. Their initiative was instrumental in not only altering the narrative surrounding the film but also fostering a deeper connection between it and the audience and I must commend their effort, which is reflected in the ratings and audience response we’ve got."
Zee Tamil’s approach to rebranding Annapoorani demonstrates how strategic marketing and community engagement can shift public perception, turning the film into a positive topic of discussion and reinforcing the channel’s commitment to meaningful entertainment.
