Zee TV has taken a pioneering step in leveraging artificial intelligence to enhance participation in the Sa Re Ga Ma Pa 2024 auditions. The channel partnered with Bobble AI to deploy an intent-based marketing campaign that engaged 85 million global users through targeted AI-driven prompts within chat keyboards, leading to a significant increase in audition participation.

From July 8 to August 2, 2024, Zee TV executed this innovative campaign across Kolkata, Delhi, and Mumbai, focusing on users of popular chat apps who expressed an interest in singing or auditioning. By utilizing geo-targeted AI prompts within the Bobble keyboard, Zee TV was able to seamlessly integrate audition information into users’ everyday conversations. These prompts directed users to a video promo containing detailed audition instructions, and upon clicking, they were redirected to the Sa Re Ga Ma Pa Instagram page for further engagement.

The campaign resulted in 1.3 million impressions, effectively reaching potential contestants where they were already discussing topics related to singing and auditions. This approach not only increased awareness of the audition process but also ensured that Zee TV connected with genuinely interested individuals, optimizing conversion rates and enhancing user experience.

Mangesh Kulkarni, Chief Channel Officer of Zee TV, shared the strategic vision behind this initiative: “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.”