ZEE TV & Bobble AI collaborate to boost ‘Sa Re Ga Ma Pa’ 2024 auditions
ZEE TV has completed 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’ Instagram page, optimising conversion rates and ensuring a smooth user experience.
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The innovative approach, executed in Kolkata, Delhi, and Mumbai from 8th July to 2nd August 2024, effectively engaged potential contestants by integrating 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.
Mangesh Kulkarni, Chief Channel Officer, ZEE TV, 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.”
