Zee Tamil’s latest television premiere of Annapoorani, directed by Nilesh Krishna, has successfully revitalized the film’s reception through an innovative social campaign.

Originally aired on July 23, Annapoorani—which features an ensemble cast including Nayanthara, Jai, Poornima, and Sathyaraj—had struggled with negative criticism upon its theatrical and OTT release.

The film, centered on a young woman’s struggle between pursuing a career in hotel management and the pressures of an arranged marriage, faced considerable criticism despite its compelling storyline and performances. To address this, Zee Tamil launched a unique campaign titled ‘Parthal Pasi Theerum’ in conjunction with the film’s world television premiere.

The campaign’s innovative approach invited viewers to participate in a social cause by giving a missed call to a dedicated number during the film’s broadcast. For every 10 unique missed calls received, Zee Tamil pledged to sponsor a meal for those in need through a partnership with the NGO Thagam Foundation. This initiative not only aimed to generate positive buzz but also sought to transform the film’s narrative from one of criticism to a celebration of its culinary theme.

Extensive promotion through press releases and engagement with food bloggers and influencers on social media helped drive attention and enthusiasm for the campaign. The result was a substantial positive shift in public perception and a notable increase in viewership ratings for the film’s premiere. Zee Tamil successfully sponsored meals for 5,000 people, highlighting the impact of integrating social causes with entertainment.

Ramanagiri Vasan, Chief Channel Officer at Zee Tamil, praised the campaign’s success, noting, “We recognized the potential of Annapoorani and aimed to reintroduce it in a way that would resonate with our audience. The ‘Parthal Pasi Theerum’ campaign allowed us to transform the negative perception into a constructive and meaningful discussion. The positive feedback and strong TRP performance reflect the campaign’s success.”

Director Nilesh Krishna also expressed his gratitude, stating, “The initial release of Annapoorani faced unforeseen challenges, but Zee Tamil’s campaign was exemplary in altering the narrative surrounding the film. The initiative fostered a deeper connection with the audience and significantly improved the film’s reception.”

Zee Tamil’s strategic approach exemplifies how creative marketing and community engagement can effectively shift public perception and enhance a film’s impact. As the leading Tamil GEC continues to offer engaging content, viewers can look forward to more thought-provoking shows, innovative properties, and exciting movie premieres.