- Context This case study details the launch of India’s first-ever live interactive bidding TV show, Bzinga, exclusively on ZEE Keralam, and ensuring brand sustenance. It followed a three-phased approach: Pre-Event, Event Launch, and Post-Launch.
- Approach
- Pre-Event: A press release was issued announcing Kerala celebrity Govind Padmasoorya as the host.
- Event Launch: Due to COVID-19 lockdown, a webinar was conducted for the briefing/launch, followed by a press release.
- Post-Launch (Sustenance): For Onam, Bzinga-Zee Keralam announced the auction of a Renault KWID. Two press releases were issued within four days announcing the festive special and the car winner.
- Impact
- Pre-Event: The announcement garnered 24 large stories, building significant interest.
- Event Launch: The webinar was a huge success, with 19 journalists attending, resulting in 22 large stories.
Post-Launch: Despite media saturation, the team garnered considerable coverage for both festive press releases.
