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ZEE Biskope Celebrates the Love of Food With ‘Litti Chokha’ Love Story

MediaInfoline November 27, 2020
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Chaath puja just ended and the people of India are tuned into the culture of Bihar as elections and festivals shed some light on the state. While the Chaath puja cookies or thekuas are on everyone’s mind, the humble Litti Chokha isn’t far behind. 

So Zee Biskope thought of cashing in on this festive fervour by celebrating bhojpuri culture through the legacy of food, specially, Litti Chokha. 

Adding Gastronomical Filter To Entertainment

Sharing his thoughts on the festive offering, Samrat Ghosh, Cluster Head East, ZEE Entertainment Enterprises Ltd said, “As a brand, we take pride in curating novel viewer engagement drives that give us the opportunity to connect with our audience with offerings that celebrate their culture, foster the bond and affinity with the brand as well as expand our footprints by reaching out to incremental audience across the region. The success of our past engagement campaigns has set a benchmark in the category and paved way to cater value offerings to our advertisers who look for maximizing their reach through our platform. This is evidenced by the fact that we have noted brands associating with our viewer engagement drives.”

Amarpreet Singh Saini, Business Head, ZEE Biskope and BIG Ganga said, “Extending the festive extravaganza, Litti Chokha Diwas will be ZEE Biskope’s first initiative in the food category that takes the hyper local Bhojpuri entertainment through the gastronomical filter. The Litti-Chokha anthem blended with the animation video is yet another category first catered to the youth audience in their preferred way. It projects the brand’s obsession in consumer centrism, bringing alive the cultural vibrancy of the region and establishing the channel as a truly movie plus brand.” 

The brand has been celebrating traditions for long and they try to connect with people by this longing standing festivals and traditions that’s why the channel is celebrating through this Litti Chokha Diwas venture. 

As a channel known to provide a heavy dose of flavour in its programming all around the year, the flavorsome initiative of ‘Litti Chokha Diwas’ witnesses the earthiness of Bhojpuri culture in an offering that binds the entire region together.

Litti Chokha Tale from Bihar’s Heartland

Food is the thing that binds a family together and no other thing can tell the tale  of Bihar better than Litti Chokha, that’s why the channel is celebrating Litti Chokha Diwas. 

  •  When it comes to the Bhojpuri heartland, there’s nothing better than Litti Chokha that makes occasions special. 
  • Litti Chokha is not just a dish but the identity of the region.
  •  It has proved its worth even beyond the boundaries of the country. 
  • Be it in the reel or real life, Litti Chokha has been celebrated as the authentic avatar of Bhojpuri cuisine. 

Watch the trailer here.

Keeping the festivities rolling beyond Chhath, ZEE Biskope in association with  Nestle Munch & Fortune Kachi Ghani Mustard Oil came up with the idea of Litti Chokha Diwas on 27 November for its extended family – the ardent viewers.

Litti Chokha Animated Love Story

The channel launched an animated video and an anthem for this purpose. The video chronicles the life of Litti, an accomplished self made woman who is in love with the Casanova Chokha, thus making it a riveting tale of Litti Chokha- Litti Chokha ki kahani unhi ke zubani (self-narration by Litti Chokha).

The video shows that despite chokha’s flamboyance he still receives the love of Litti and together they are madly in love and know they are exclusively made for each other. 

Celebrate Your  Love for Litti Chokha

However, it doesn’t end there. The Litti Chokha love story goes beyond a simple love story and celebrates the love of food. That’s why the channel asks the viewers to take it a step further and narrate the love for their favourite dish.

Viewers are invited to share how do they enjoy Litti Chokha in different ways.Whether they enjoy it with chilli sauce instead of green chutney, or when catching up with friends, with families on special occasion or on dates, as an evening snack or on breakfast, the authentic version or a self-invented variation. 

Viewers can share their stories with a photo with their favourite Litti Chokha along with their name and location on the brand’s Whatsapp number 9169315016 within 7 December.

The best entries will be featured on ZEE Biskope TV & social platforms.

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