Mumbai, Monday, July 25: India‘s leading Hindi GEC, Zee TV, has always been aware of its role as a medium of influencing public perception and introducing societal change. As a result, the channel has made it a point to address burning social issues through its programming content from time to time. Be it raising a voice against domestic violence through Ghar Ki Lakshmi-Betiyaan, generating awareness and sensitivity around the issue of autism through Aap Ki Antara or presenting the harsh reality of girl child-trafficking through Agle Janam Mohe Bitiya Hi Kijo, Zee TV has pioneered socially relevant television programming.

Earlier this year, Zee TV launched a drive called ‘Project Protsahan‘, pledging its dedication towards upliftment of society. A number of initiatives have been organized as a part of this project in Mumbai, Indore, Lucknow and Chandigarh amongst other cities. The latest track of Zee TV‘s top-rated soap Pavitra Rishta where lead protagonist Archana‘s mother Sulochana is driven out of her own home by a conniving daughter-in-law Manjusha brings a grave issue prevalent in society to the fore. The incidence of families packing off their ageing parents to old-age homes is on the rise in the country and Zee TV is all set to make a difference through its programming content as well as two of its most recent consumer connect initiatives.

Actors Savita Prabhune and Usha Nadkarni who essay the roles of the eldest members in the family on Pavitra Rishta recently visited the Dignity Foundation‘s ‘Chai Masti Club for Senior Citizens‘ in Mumbai and discussed the issues faced by senior citizens at length. They expressed their views about how the youth needs to adopt a far more responsible approach towards their parents and be more humane in taking care of them as they age.

Additionally, in an endeavour to sensitize the masses towards the basic needs of senior citizens, Zee TV adopts an innovative mechanism. From Monday, July 25, public service announcements will be running on the LCD screens across BEST buses in Mumbai wherein actor Savita Prabhune, who plays Sulochana, will address the citizens asking them to offer seats to the senior citizens if they are standing in the buses.

Mumbai : When the State Bank of India (SBI), India‘s largest bank entrusted R K SWAMY BBDO with the task of introducing their new Mobile Banking services, the agency knew they had to do something clutter breaking. The result is the highly memorable ‘Naggy Dwarfs‘ campaign on TVC and other media, that highlights the nagging worries of bill payments and the ease SBI‘s Mobile Banking brings.

Shailen Sohoni, Chief Operating Officer, R K SWAMY BBDO Mumbai, said "The film is based on the insight that bills payments/money transfers in the hustle and bustle of day to day living is a constant nag until the job is done. State Bank of India has a fantastic mobile banking product that makes this job very easy. The challenge was really how to bring these worries to life in a memorable and interesting way. Using animated miniature characters make the point brilliantly! The fact that they are so cute lifts the film to another level."

The 45-second TVC shows dwarf-like characters personifying an aggressive bill collector, a demanding daughter for mobile top-ups and a helpless mother dependent on money transfers. As their nagging reaches a crescendo, during the protagonist‘s morning cuppa, he reaches out to State Bank of India‘s Freedom Banking Solutions. This puts an end to the worries by using the mobile service to make payments, transfer money and even recharge talk-time for mobile phones.

The TVC was directed by Raj Tambakhu and produced by Lemon Yellow Sun Films is already on air.
 

MUMBAI: Cartoon Network brings the most awesome opportunity for kids in India to get up, close and alien with their favourite superhero Ben 10 with the ‘Kaun Banega Alien‘ initiative. This alien inspired offering gives one lucky kid a once-in-a-lifetime chance to be Ben 10‘s next world saving ‘Big Alien‘ and make their television debut on Cartoon Network with Ben 10. The ultimate experience does not end here. The winner of ‘Kaun Banega Alien‘ becomes the coolest hero in his school as Ben 10 will make a special visit to the winner‘s school.

To join the gang of Ben Tennyson famous aliens, kids simply need to watch Cartoon Network from 2:00-4:00 p.m. every Monday to Friday till September 2, 2011, decode the different challenges and send in the right answer by texting ‘BEN (space) (Answer)‘ to 58558. The more codes a kid cracks, the higher will be the chances of becoming Ben 10‘s next Big Alien. Every week, kids can win a host of awesome prizes including i-pod shuffles, boom boxes, television sets, Ben 10 Ultimate Alien figurines, bicycles and mobile phones.

Talking about this supercool initiative, Monica Tata, GM Entertainment Networks, South Asia Turner International India, Pvt. Ltd., said, "Ben 10 is one of the most loved, inspiring and iconic properties from Cartoon Network. Kids in India love his heroic deeds and identify with his quest to fight evil through his alien avatars. Recognizing this adulation, Cartoon Network has decided to give kids a money-can‘t-buy experience and join their boy hero Ben 10 in saving the world."

Mumbai: Its celebration time at STAR CJ alive, India‘s premium home shopping channel from the STAR Group, as it completes ONE PHENOMENAL YEAR of transforming the lifestyles of its viewers on 1st August 2011. The premium home shopping channel would like to thank its viewers for their valuable support and, therefore, announces not ONE but TWO unbelievable contests to reward them!

The ‘Ghar Bharo Contest‘ is the contest that makes sure the viewers enjoy the channel‘s 1st birthday celebration, by giving them the opportunity to fill their home with items brought from STAR CJ alive. Viewers stand to win assured prizes / gift vouchers with every purchase they make on STAR CJ alive. During the ‘Ghar Bharo Contest‘ starting from 21st July ‘11 to 12th August ‘11, viewers need to make purchases on the channel. At the end of the contest period, one lucky purchaser will win THE ENTIRE PRODUCT LINE UP showcased on 21st July on STAR CJ alive, through a lucky draw! The viewers who buy in the above mentioned period will be eligible for the lucky draw. This monsoon it‘s raining rewards at STAR CJ alive as the channel wishes to fill its viewers‘ houses with unbelievably fascinating gifts during its birthday celebrations!

That‘s not all! As a part of its first birthday celebrations, STAR CJ alive is also giving every viewer a chance to participate in another contest, i.e. ‘Spot and Win‘; where lucky viewers who spot the product broadcast in a short one minute capsule during breaks between the episodes on the channel, and sms their response on the given number, get that product absolutely free on a first come first served basis! These capsules will be broadcasted around 10 times in a day. The number of products available for winning in the contest will be communicated in each capsule separately.

On this important occasion, an elated Paritosh Joshi, CEO, STAR CJ Network India Pvt. Ltd., says, "It has been an exciting and enriching journey for us. STAR CJ alive has grown because of the incredible faith our viewers have in us. Our aim is to involve our viewers in our celebrations. The first anniversary carnival will delight our viewers as we go all out to offer great products and big brands to celebrate this milestone. It will be our constant endeavor to bring more innovations and expansions to our services."

Launched in August 2010, STAR CJ alive today caters to over 50 cities across the northern and western region. Carving a niche for itself in the home shopping industry, STAR CJ alive has played an important role in helping establish virtual retailing as a trustable and credible platform. Today brands distinguish STAR CJ alive as a perfect shopping destination due to their robust supply chain management. STAR CJ alive brings more than 100 brands ranging from electronics, mobiles, kitchenware, home appliances and fashion to even insurance policies and jewelry through its home shopping channel and online portal www.starcj.com.
 

Mumbai: Star Movies, India‘s leading English movie channel, brings the third series of the popular dance movie franchise, STEP UP! And this time the grooving and shaking is like never before. The very best in entertainment and the biggest premier of the month arrives at your home with STEP Up, on July 23rd at 9 pm only on Star Movies. Pulsating with dazzling choreography and high-energy chart topping music by some of today‘s hottest artists, that is made even more incredible when viewed in ASLI HD, only on STAR Movies.
Step Up 3 is the first dance film which was entirely shot using 3D technology, which made it an innovative third installment in the popular Step Up franchise.

The story centers on a pair of gritty street dance squads facing off in the World Jam, a high-stakes showdown that is the hip-hop Olympics. The lead cast includes two couples - Moose and Camille (Adam G. Sevani and Alyson Stoner, from Step Up and Step Up 2 respectively), and new characters Luke and Natalie (Rick Malambri and Sharni Vinson).

New York‘s intense street dancing underground comes alive when this tight knit group of street dancers (Malambri, Vinson) team up with Moose (Sevani) and find themselves pitted against the world‘s best hip hop dancers in a gravity defying dance exhibition battle that will change their lives forever. Filmed on location in New York City, Step Up 3 will make everyone in your house want to get up and groove.

John Chu, who made his directorial debut with Step up 2: The Streets, again captures the energy and athletic feats of street dancing in eye-popping action with a talented cast of actors who defy gravity with their hip- hop moves in Step Up 3. Featuring multiple dance styles in addition to hip hop, and including ballet, tap dance and tango; there‘s a wild, animalistic joy to the dancing that‘s irresistible and the talented cast makes it look easy.
The soundtrack for Step Up 3 features chart-topping music by today‘s hottest artists including Flo Rida featuring David Guetta, Trey Songz, Roscoe Dash & T-Pain, Laza Morgan and Wisin y Yandel.

The Movie of the Month, on Star Movies is programmed to bring the biggest premiers every month for its viewers. With the ‘Step Up 3‘ this month, Star Movies promises to provide a memorable experience for all families to spend quality time watching a great Hollywood title together.
 

Mumbai : This year, KBC will have a delight factor for million of its avid viewers - ‘Ghar Baithe Jeeto Jackpot‘ -never seen before interactive initiative which will bring KBC closer to its viewer.

In every episode of KBC this year, Mr. Bachchan will personally call the winner (Selected randomly by the computer from amongst all the people who have sent correct answers for the previously asked questions) and inform him/her about the winning amount of 1 lakh and giving him/her a chance to play for the jackpot amount. The Jackpot question if answered correctly will fetch the winner basic 1 lakh plus the jackpot amount and a wrong answer results in zero earning.

The most exciting aspect is that the jackpot amount is not constant, as the basic amount if not won by the previous participants gets added to the jackpot, thus with every person giving a wrong answer for the jackpot question the subsequent jackpot participant can walk away with a bigger amount.

Over the last few weeks, registrations to Kaun Banega Crorepati Auditions alone have received overwhelming response from its viewers. Over 10 million responses have been received thus far, but for all those who cannot make it to the KBC Hot seat, can play KBC from their homes.

Speaking on the new initiative Sneha Rajani, Senior EVP & Business Head said "KBC‘s programming and marketing has always been on the cutting edge of innovation, and KBC this year will also set benchmarks of excellence with the latest format innovation called Ghar Baithe Jeeto Jackpot, which will bring our iconic host, Mr. Amitabh Bachchan closer to our viewers while giving them a chance to win an innovative Jackpot simply watching KBC in their homes".