High School Musical uses digital for promo

Zee Studio has launched a unique marketing initiative 'Music for Charity'  to promote the telecast of High School Musical-1 and 2 during the month of January. A guitar which is signed by Luke Kenny, Vishal Dadlani, Shekhar Ravjiani and Farhan Akhtar is up on Zee Studio's website for a bid. The highest bidder by 31 January will win the guitar.

It is not just a marketing initiative but a CSR activity too as all the proceeds would go to the Central Society for the Education of the Deaf.

Sujay Kutty, senior VP and business head, Zee Studio said, "'Music for Charity' is an initiative aimed at celebrating this "month of music" on Zee Studio. The telecast of international cult favorite movies like High School Musical 1 and 2 makes the month of January a musical bonanza on Zee Studio."

He added, "The auction of a celebrity-autographed guitar on Zee Studio's official website has the desired elements to evoke excitement amongst the music lovers who constitute the core target audience for High School Musical. Moreover, the unique concept of an online auction is a first for a movie channel and an effective platform for Zee Studio to connect with its audience." 

The highest bid at the time of filing this story was Rs 8,900.