ZEE Network sponsored 3 mega events in the UK last weekend in keeping with its new aggressive marketing strategy which saw the network advertise in buses, hoardings as well as the underground in the past couple of months. The three events, Asian Guild Awards, Adnan Sami Live in concert and the popular play Shadi@Barbadi.com was held in different venues all over the UK in the last week of May with an estimated 50,000 people attending and enjoying these shows. The Adnan Sami concert at Wembley Arena and the Shadi@Barbadi.com was a sell out -thanks to the constant promotions and advertising run on ZEE TV, ZEE Music and ZEE Cinema. But the most talked about event which will be screened on ZEE TV at a later date was the Asian Guild Awards. The Asian Guild is a charitable organisation celebrating the unparallel economic and cultural contributions made by Asians to every aspect of life in the UK. The Asian Guild awards was attended by community leaders, politicians, entrepreneurs, professionals, and academics. This year it also welcomed two of Bollywood’s biggest stars, Amitabh Bachchan and Shahrukh Khan.