Zee Marathi proudly presented the story of the social worker and reformist, Dr.Prakash Baba Amte on 26th July with the world television premiere of his biopic Dr. Prakash Baba Amte-The Real Hero.
The film is an inspiring saga of a man who achieved the impossible against all odds. It is based on the real life story of Dr.Prakash Amte who has done remarkable work for the tribes in the remote village of Hemalkasa. It showcased the journey of an individual who set out on an unchartered path but changed the lives of many through his compassion and humanity. The movie features an impressive list of National Award Winners in director Samrudhhi Porey and Nana Patekar, Sonali Kulkarni who have played lead roles in the film.
The premiere of the movie has been supported by a high impact & decibel campaign with heavy focus on outdoor, print and TV. Some of the key initiatives of the campaign were the innovation undertaken on the outdoor campaign which was a depiction of Dr.Prakash Amte’s most known imagery from his book, PrakashVata. It was a life-size cutout of Nana Patekar holding “a lit Lantern” implying that ‘he walked through darkness so others could see the light’. The outdoor campaign spanned across Maharashtra with Mumbai & Pune being the focus markets. Transit medium was also extensively used for the outdoor campaign.
Branded ‘Lanterns’ reminiscent of the lantern used by Nana Patekar in the movie, were distributed amongst the trade fraternity urging people to aid “Lok Biradari Prakalp”, NGO started by Dr. Prakash Baba Amte. To support Dr. Prakash Baba Amte’s social work, direct mailers were sent to trade fraternity, encouraging them to contribute.
The social media campaign had a striking blend of real and reel life Dr. Prakash Amte. Zee Marathi launched its Instagram channel with the WTP Dr. Prakash Baba Amte. An innovative way of introducing the Zee Marathi Instagram channel was used. A Photogrid was published on a day with 9 stills of the Movie, which led user to many small snippets from the movie, thus giving the viewer a glimpse of the movie on Instagram before the audience at large does on Zee Marathi. A Whatsapp campaign was initiated for the tune in.
Speaking about the premiere of Dr. Prakash Amte, Mr. Deepak Rajadhyaksha, Business Head, Zee Marathi said “Today Marathi films are attracting attention at a national and international level; for their presentation of new subjects. To make a film on the life of a Magsaysay award-winning doctor from Maharashtra, who sacrificed his life serving the underprivileged tribes of Hemalkasa, certainly deserves all the attention. It is our endeavor to provide strong support so that Dr. Amte’s work spreads across the nation. The premiere of Dr. Prakash Baba Amte is a special treat to our viewers. Such movies do not only entertain but change our perspective towards society. This only reaffirms the fact that Zee Marathi continues to handpick best of movies creating a unique experience for our viewers. We truly hope to deliver top notch content matching people’s expectations”.