In an innovative marketing initiative to promote its latest prime-time offering “Punarvivaah,” Zee TV has given out unique, multilingual print ads across all major publications in the country.
In a bid to stoke a debate and get its finger on the pulse of the nation about the public opinion on the subject of the show — remarriage — the ads for the serial urge readers to reply with a missed call to the numbers indicated. The question being asked is: “Can two shattered lives be rebuilt on hope? Do widows and divorcees deserve a chance to remarry?”
Opinions can be registered on separate telephone numbers according to whether they support remarriage or express disapproval.
After employing this strategy with its popular reality show, “Dance India Dance,” and having met with a tremendous response from the audience across the country, the channel has plans of extending the unique interactive tool to its latest fiction offering and gauging people's mindsets about the subject that lies at the core of the show.
After premiering on February 20 and airing every Mondays to Fridays at 2230 hours IST, “Punarvivaah” is a progressive show that sensitively captures the journey of a man and a woman, who having faced debacles in their first attempts at marriage, are brave enough to give life a second chance. The show delves into the dynamics of remarriage, showcasing the trials and tribulations that are a part of readjusting to a second life partner.
Even today, the prospect of remarriage is a taboo in many parts of India, with conservative sections of society still frowning at those who dare to start a life with a new partner. What makes remarriage of the protagonists here more challenging is the fact that they are both parents of young children. Will their children be able to come to terms with a new parent? Will there be friction between the two sets of children, resulting in complications between the partners?