MUMBAI: The Marathi general entertainment channel (GEC) from the Zee Entertainment Enterprises Limited’s (ZEEL) bouquet has clocked the highest ratings ever in the Marathi GEC space, all thanks to its world television premiere of ‘Lai Bhaari’ on 25 January.

The channel, as per the recent TAM TV Ratings, clocked 5727 TVTs, for the world television premiere of the movie, which is the highest rated world TV premiere across Hindi and Marathi films in Maharashtra in the past seven years. 

Riteish Deshmukh’s Lai Bhaari, which smashed the box office record in the Marathi industry, also smashed records on television.  The film was watched by over 11.5 million people, which implies nearly a quarter of the entire C&S population of Maharashtra watched Lai Bhaari.

The movie was supported by a strong 360 degree marketing campaign with a robust outdoor and print campaign. The special innovation for the campaign was ‘fiber bricks’ which were sent out to media agencies to create buzz before the telecast of the movie. The on air campaign had been done in-house with multiple creatives being created and a special shoot with Riteish Deshmukh.

With these numbers, Zee Marathi has broken its own records and now boasts of an even more impressive performance with regards to world television premieres. The channel has been home to premieres like Duniyadari, Time Pass, Fandry.