HOW THE STORM HELPED ZEE BANGLA LAUNCH THE SWEETEST TALE, ‘MITHAI’ AND BRING STORIES OF TRADITIONAL SWEET SHOP OWNERS DURIN COVID-19.

• CLIENT : ZEE Bangla
• CATEGORY : Entertainment
• MEDIUM : Digital

THE BRIEF:

STORM was asked to Conceptualize and execute a high-impact engagement activity during COVID-19 to promote Bengal's sweetest tale, 'Mithai' on ZEE Bangla.

IDEA:

Since the show was all about celebrating family values and the sweets of Bengal, we wanted to bring forth stories of sweet business owners who were holding the fort, sticking to the traditions and still wooing people with their delicacies. Hence, we created ‘Mithai Utsav’, a unique initiative to revisit many forgotten parts of Bengali culture, especially sweets like monohara.

EXECUTION:

We connected some of the best sweet makers from different districts of Bengal with Zee Bangla viewers through 3-Hour Facebook Live Sessions conducted over 6 time slots. This was also a ‘sweet’ way to help these business owners improve their brand visibility on digital. The main cast of ‘Mithai’ also joined these live sessions to give an introduction about the show and their characters.

OUTCOME:

Over 380k Views 12.4 + Lakh Reach Over 2 Lakh Engagement