Zee Entertainment Enterprises Ltd. is the second-largest Indian media and entertainment company. It is a subsidiary of the Essel Group. Through its strong presence worldwide, Zee entertains over 670+ million viewers across 168 countries. It has completed 100 glorious years of entertaining audiences worldwide and is known for its world’s biggest viewers’ choice awards – Zee Cine Awards 2013.
Objective of Zee Cine Awards (ZCA) – Zee TV wanted Zee Cine Awards to have maximum audience engagement and ease the nominations voting procedure in an effort to reach wider audiences. Along with that they also wanted to propagate the rights of the viewers to choose their favourite actor/film by positioning the tag - “Haq hai Aapka”
The VivaConnect ‘freebi’ (missed call) solution - VivaConnect suggested that through freebi voting, it would be possible for ZCA to launch their voting mechanism. With the same objective, a freebi number was publicized across the country, encouraging the audience to give a missed (free) call for voting purpose. As a response to the missed call, the voter received an IVR (voice call) informing them about the categories and the available nominations. To vote, one had to dial the corresponding touch key.
Ultimate aftermaths - In less than two days of voting, ZCA received a tremendous response with the number of calls/votes reaching millions. Real-time reporting and analytics were other features that enhanced the overall effectiveness of freebi voting. It enabled ZCA to have audience as the true adjudicator in deciding the providence of the awards.