Zee TV, an Indian entertainment channel decided to leverage Bobble AI’s technology, aiming to engage 85 million global users through targeted AI-driven prompts in chat keyboards ahead of the Sa Re Ga Ma Pa auditions. Reportedly, Zee TV placed intent-based prompts designed to spark interest and drive users to the Sa Re Ga Ma Pa auditions. The entertainment channel geo-targeted users in popular chat apps who were seen expressing interest in singing or auditioning.
Zee TV’s contextual AI prompts are reported to appear within Bobble Keyboard charts and directed users to a video promo with audition information. Clicking on these prompts enabled users to receive audition details and redirected them to Sa Re Ga Ma Pa’s Instagram page, optimising conversion rates and ensuring a smooth user experience. “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,” Mangesh Kulkarni, chief channel officer, ZEE TV said.
Sa Re Ga Ma Pa has been one of the longest-running reality shows of India. The show which happens to bring singing talents on focus over the years has executed the approach in Kolkata, Delhi, and Mumbai from July 8 to August 2, 2024, engaged potential contestants by integrating them into their daily conversations. Reportedly, Zee TV’s initiative garnered 1.3 million impressions and ensured maximum engagement and conversion, enhancing the success of the Sa Re Ga Ma Pa auditions. The collaboration with Bobble AI is claimed to redefine engagement strategies within the entertainment industry.