Mumbai: Zee TV has undertaken a strategic initiative to boost participation in the Sa Re Ga Ma Pa 2024 auditions. The campaign leveraged Bobble AI’s technology to engage its 85 million global users through targeted AI-driven prompts in chat keyboards. By geo-targeting users in popular chat apps seen expressing their interest in singing/auditioning, Zee TV placed intent-based prompts designed to spark interest and drive users to the Sa Re Ga Ma Pa auditions. Zee TV’s contextual AI prompts, appearing within Bobble keyboard chats, directed the users to a video promo with detailed audition information. Clicking on these prompts enabled users to receive audition details and redirected them to Sa Re Ga Ma Pa’s Instagram page, optimising conversion rates and ensuring a smooth user experience.
This innovative approach, executed in Kolkata, Delhi, and Mumbai from 8 July to 2 August 2024, effectively engaged potential contestants by integrating them into their daily conversations. Zee TV’s initiative garnered 1.3M impressions and ensured maximum engagement and conversion, significantly enhancing the success of the Sa Re Ga Ma Pa auditions.
Zee TV’s chief channel officer Mangesh Kulkarni said, “The idea behind using AI and intent-based marketing for Sa Re Ga Ma Pa was to create a more personalized and relevant approach to engage potential contestants. By targeting conversations where users were already discussing singing, auditions or music, we naturally and effectively reached aspiring singers. This approach not only made the audition process more accessible but also ensured we connected with genuinely interested and passionate individuals. It’s a significant step in how we engage our audiences and foster new talent.”
As Zee TV continues to innovate and adapt to the evolving digital landscape, this collaboration with Bobble AI redefined engagement strategies within the entertainment industry. The success of this campaign promises to be a game-changer, encouraging other brands to listen to their audiences and engage with them in more meaningful ways.
