ITV

Tag: kartik Mahadev

  • ZEE joins forces with Curativity

    ZEE joins forces with Curativity

    Mumbai: In keeping with its mantra of consumer-centricity, ZEE has embraced an innovative marketing approach that has begun to yield rich dividends in terms of viewer engagement and consumer love. This unique strategy that ZEE calls ‘Winning Moments’ aims to retain and acquire new audiences by embedding culturally relevant sentiments into the network’s content, fostering a sense of community and fuelling meaningful conversations across both TV and digital platforms. Taking this approach a step further, ZEE recently collaborated with its creative partner Curativity to actively create and deploy curated content moments into the daily soaps across the network’s general entertainment channels that resonate deeply with viewers, enhancing relatability, engagement and topical relevance.

    ZEE’s robust social media community enjoys a staggering 191 million followers and subscribers, fuelling 18.4 mn organic interactions and 3.5 bn organic monthly video views, amplifying the reach of these conversations led by the network’s key protagonists who hold significant influence and credibility in the minds of the audience.

    Here’s a look at some of the winning moments ZEE crafted across its shows in partnership with Curativity. Zee Tamil’s Sandhya Ragam reimagined the traditional Seervarisai custom, where instead of the ubiquitous display of jewellery, gold, and other valuables that are offered by the bride’s side of the family to the groom’s family, the protagonist’s family chose to showcase her medals, certificates, and trophies. This powerful gesture emphasised valuing daughters for their true potential and accomplishments, rather than material possessions. Watch the moment at https://www.facebook.com/share/v/njWvVfjSPJGb9BQi/ The impact of this moment was profound, with its reach on Facebook being 15 times the average performance.

    Similarly, the evocative #MaaKaVote campaign , launched on Mother’s Day and timed with the election season in India, encouraged moms to vote for themselves and learn to prioritize their own aspirations amidst their ceaseless duties, promoting the idea of self-care. The campaign resonated deeply, achieving 12 million in organic reach and 0.5 million engagements for the #MaaKaVote film. Zee Marathi landed an important message on the occasion of the Vat Savitri festival where married women tie a thread around a tree trunk as a marker of new beginnings. As a part of an interesting conversation #JuneyBandhNaveBandh , the protagonist of Punha Kartavya Aahe was encouraged to untie the old threads of her previous marriage as a metaphor to letting go of the past  before embarking on the journey of her second. Meanwhile, the #PalakChuka initiative by the same show acknowledged that even parents are navigating their roles as father or mother for the very first time and are bound to make mistakes. The campaign promotes the idea that, just as children are forgiven for their mistakes, parents too should recognize their imperfections without self-reproach, fostering a healthier, more forgiving approach to parenting.

    ZEE CMO – content SBU Kartik Mahadev said, “At ZEE, we believe in the power of everyday innovation in storytelling that compounds to positively impact society, nurture relationships and inspire change. Today, our characters are more than just fictional personas. They reflect the evolving aspirations of our viewers, taking on vocations such as bankers, bakers, entrepreneurs, and teachers, embracing life 2.0 with vigour and resilience. They are the original influencers, deeply engaging with audiences across multiple regions and languages, connecting with millions on TV and social media daily. Our collaboration with Curativity has enabled us to craft moments in our content that align perfectly with this vision, helping us not only engage but also connect deeply with our viewers on relatable themes. By fostering a sense of community among viewers deeply invested in our content and characters, we open up meaningful conversations and enable deeper connections with the audiences.”

    Curativity co-founder Amer Jaleel said, “Curating creative and cultural solutions for Zee TV has been one of the most enriching journeys for Curativity. Our platform has independent regional talent that can think in the ethnic nuances needed for original language content. This vertical is being developed by Curativity for both content brands as well as consumer brands and happens to be one of the pillars of our platform. With the team at Zee, the curated independents of Curativity Rupesh, Ketan, Niranjana and their teams are actively feeding in-content ideas that the Zee creative teams are incorporating into the show and building on social media. It’s an extremely interesting exercise for us and we’re thankful that the platform is being leveraged for innovative forays as this!”

  • Zee TV’s ‘Hamara Parivar’ campaign puts viewers in the driver’s seat

    Zee TV’s ‘Hamara Parivar’ campaign puts viewers in the driver’s seat

    Mumbai: Zee TV, the pioneer of satellite television in India, has long been at the forefront of revolutionising TV viewing since its inception in 1992. The leading Hindi GEC has captivated audiences with vibrant narratives that reflected their realities, mirrored their soul-speak and captured their imagination through diverse storytelling.

    From the iconic family comedy Hum Paanch and campus dramas like Hip Hip Hurray to historical epics such as Jhansi Ki Rani and Jodha Akbar, Zee TV has consistently pushed boundaries with diverse content. Whether it was path-breaking love stories like Pavitra Rishta, Qubool Hai and Kumkum Bhagya where the channel introduced characters that were agents of change or thrillers like Zee Horror Show and Fear Files, Zee TV has offered something for every family member. The channel also sparked conversations with thought-provoking social dramas like Punar Vivaah, Agle Janam Mohe Bitiya Hi Kijo and Doli Armaanon Ki, while it carried forth its legacy of celebrating the talent of India’s common man through homegrown reality shows such as Dance India Dance and Sa Re Ga Ma Pa over three decades. With the media and entertainment space at an exciting juncture where there is an increased focus on understanding the consumer, Zee TV has undertaken a brutally honest self-assessment and embraced the need for closer viewer connection.  To address this, the channel is launching ‘Hamara Parivar,’ an industry-first campaign designed to actively listen to and understand the audience’s feedback. This initiative marks a significant shift towards engaging with viewers more directly and incorporating their evolving preferences into the channel’s content strategy.

    Over the past four weeks, excitement around ‘Hamara Parivar’ has been building, with unbranded billboards featuring Sakshi and her family appearing across India and promos igniting curiosity across various media platforms. Today, the latest film unveils the campaign’s essence: Sakshi and her family will serve as the voice of the Zee TV viewer, engaging in direct conversations and sharing their thoughts and feedback with the channel’s creative teams. ‘Hamara Parivar’ features a rooted family from Uttar Pradesh, led by Sakshi, a dedicated TV critic and viewer. Sakshi and her family will break the fourth wall between shows to interact with the audience, moving beyond traditional campaigns to deeply understand viewer sentiments and integrate their feedback into the channel’s content strategy.

    Zee TV chief channel officer Mangesh Kulkarni said, “Hamara Parivar is a crucial milestone in our journey to heighten our connect with our viewers. As a channel that has always prided itself on having its finger on the pulse of its audience, we believe it is the right time to invest in a dynamic feedback mechanism to capture and act on real-time viewer insights more effectively. And the idea of having a family of avid TV viewers as the connecting link between us and our audience makes it that much more personal. Sakshi and Hamara Parivar will champion audience voices and funnel their sentiments to us, helping us select the right stories to tell and even course correct should any of our shows lose their grip over audiences. I urge all our viewers to participate wholeheartedly in sharing their candid feedback about our shows and characters so that we build a channel that we’re collectively proud of!”

    ZEE CMO – content SBU + brand management Kartik Mahadev said, “Success for any brand hinges on its ability to evolve with its audience and the only way one can do that is by actively listening to them. As a broadcaster and a storyteller, the need to connect with viewers is greater than ever. In view of this, we are launching Hamara Parivar, a transformative initiative aimed at revisiting and revitalizing our content strategy by not just listening but truly understanding our viewers on a deeper level. The endeavour is to reach out to the entire addressable TV viewing audience (HSM) and seek their point of view across multiple touch points such as WhatsApp, email, website and social media. We are humbled by the thousands of responses we’ve already started receiving and overwhelmed by their love for the brand. By actively engaging with their honest feedback, we aim to get an edge to our content and ensure that it truly resonates with the needs of our audience.”

    Viewers can connect with Sakshi and her parivar to share their thoughts on Zee TV’s content through various channels: email (sakshi@hamara-parivar.com),  WhatsApp (+91-7400054474), the official website www.hamara-parivar.com and on Instagram pages @sakshi.hamaraparivar and @hamaraparivar1.

    Zee TV’s ‘Hamara Parivar’ is not just a campaign; it’s a game-changing approach to content creation. By embracing and acting on honest feedback, Zee TV aims to consolidate its position as everyone’s favourite Hindi GEC, setting a new benchmark in the media and entertainment space.

  • This Mother’s Day, ZEE urges moms to Vote For Themselves!

    This Mother’s Day, ZEE urges moms to Vote For Themselves!

    Mumbai – ZEE, India’s leading media & entertainment conglomerate, has released a touching Mother’s Day film, with a heartfelt message for mothers to also think about themselves for once – that amidst the ceaseless duties of motherhood, it’s crucial for moms to pause, reflect on their own little hopes and aspirations, and celebrate the simple joys of life that bring them happiness. The film underscores how mothers often lose sight of their own identity while prioritizing the needs of their loved ones. This Mother’s Day, the ZEE Network urges mothers to vote for themselves and reclaim moments of self-discovery, embrace the small pleasures in life, and listen to the whispers of their own hearts. It is a tribute to the giving nature of mothers worldwide, urging them to embrace their individuality and prioritize self-care amidst the beautiful chaos of motherhood.

    ZEE’s content design approach rests on building an intimate understanding of the viewer and telling stories that reflect themes that are closest to their heart. As the role of mothers evolves in society, ZEE’s content depiction has moved from traditional portrayals of a mother as a self-sacrificing nurturer to more contemporary narratives that showcase mothers becoming more self-aware, looking after themselves, voicing their own choices and sharing their opinions. This shift is brought to life by some of ZEE’s most loved mothers such as Bhawani of Zee TV’s Kaise Mujhe Tum Mil Gaye, Tulasi from Zee Kannada’s Shrirasthu Shubhamasthu and Vasundhara from Zee Marathi’s Punha Kartavya Aahe.  

    ZEE’s social media clout boasts of a staggering 191 Mn followers and subscribers, fuelling 18.4 Mn organic interactions and 3.5 Bn organic monthly video views.  This contributes to 38% SOV on social, making ZEE the No. 1 broadcaster in the digital realm.

    Ashish Sehgal, Chief Growth Officer – Advertisement Revenue, ZEE said, “Television is undoubtedly the most trusted medium for viewers and brands. Advertisers have an opportunity to not only leverage the reach and deep regional strength of ZEE but also engage meaningfully through our social and digital assets, where we have built a strong community of followers. This community can spark meaningful conversations with inspiring characters and stories that align perfectly with the brand’s ethos, helping strengthen the brand’s connection and driving desired brand actions.”

    *Kartik Mahadev, CMO & Head of OptimiZEE said,* _“The emerging GEC viewer is changing at a rapid pace and so are their content expectations. There is a distinct shift from ‘Duty’ to ‘Desire’ where women are beginning to make choices based on what they ‘WANT’. Our content innovation is driven by many such emerging consumer themes. Through authentic storytelling that is rooted in empathy, our characters address important societal needs, resonating with viewers on a deeper level. Our narratives provide the perfect context for brands to engage with their target audience, fostering meaningful dialogue and connection. One such example is our focus on ‘self-care,’ where we emphasize that it’s not a luxury but a necessity for mothers to at least occasionally prioritize themselves. Our campaign #MaaKaVote showcases many such moments from our shows that will enable brands to build emotional resonance, join the conversation and engage with their target audiences.”

    ZEE extends a compelling invitation to brands that are eager to forge authentic connections with their audiences, to join forces with its dynamic community, aspirational characters, and culturally resonant narratives to harness the unparalleled power of storytelling. 
     

  • ZEE sweeps Promax Asia & Digital Reinvent Awards 2023 clinching 15 awards

    ZEE sweeps Promax Asia & Digital Reinvent Awards 2023 clinching 15 awards

    Mumbai: Zee Entertainment Enterprises Ltd (ZEEL), India’s leading content company, has swept the Promax Asia and the Digital Reinvent Awards, bagging a remarkable nine gold awards and six silver at the 2023 edition, for its unparalleled creativity and exceptional work in brand-defining campaigns.

    At the Promax Asia 2023 Awards, ZEE5’s ability to craft a compelling invite shone bright.  ZEE5’s ‘Kashmir Files’ trailer earned the coveted Best Factual Promo award, while the ‘Main Tajdaar’ video was awarded the Best Visual FX and Compositing for its captivating visuals and ‘Sa Re Ga Ma Pa Li’l Champs’ bagged a Gold for the Best Reality promo. Additionally, ‘& Prive HD’ earned a gold award in the Best Editing category, while the striking series poster of ‘Ayali’ took home a gold in the Best Key Art category. Adding to ZEE’s accolades, Zee Café’s ‘Breaking Bad’ launch campaign and the ‘CVF Season 3’ launch promo garnered silver awards in the Best Drama Campaign and Best Reality Promo categories respectively. This impressive haul of metals is a testament to ZEE’s dedication to producing innovative and engaging content that resonates with audiences across Asia.

    At the Digital Reinvent 2023 Awards, the ‘Pitching to Ashneer Grover’ promo for ‘TVF Pitcher Season 2’secured gold in the ‘Best Use of Influencers Using Social Media’ category.  Zee Bangla dominated with their ‘Mother’s Day Campaign’ taking home gold for micro video content. The winning streak continued with their captivating ‘IPL Combat Campaign’ winning gold and ‘Neem Phuler Modhu’ launch campaign securing silver in the coveted Digital Brand Campaign of the Year award. The IPL Combat campaign’s success extended further with a silver in the Delivery on a Dime category.

    Zee Bangla’s ‘Neem Phuler Modhu’ launch campaign securing gold for “Organic Use of Social Media,” while the ‘Mother’s Day Campaign’ earned silver in the same category. Additionally, ZEE5’s ‘Taj: Divided by Blood Official Trailer’ also grabbed a silver under ‘Best in Promotion & Marketing: Trailer’ category.

    ZEE chief marketing officer – content SBU Kartik Mahadev said, “We are delighted about the wins at the recent Promax Asia and the Digital Reinvent 2023 awards. It has been our constant endeavour to leverage creativity and enable content discovery through compelling, insight-based invites that stand out amidst the clutter and I’d like to thank our internal teams at ZEE and creative partners in bringing this vision to life. These wins underscore the ability of our brands to consistently engage with viewers through a distinct point of view.”

    Promax India, the leading community in the nation’s entertainment market, successfully hosted the ‘Promax Asia India Awards 2023’ and the ‘Digital Reinvent 2023’ Awards, which commemorate remarkable accomplishments in the realms of entertainment marketing and design.

  • ZEE5 celebrates creating yourself, one story at a time

    ZEE5 celebrates creating yourself, one story at a time

    Mumbai: ZEE5, one of India’s largest home-grown video streaming platforms, today unveiled its content brand manifesto through a thought-provoking film that reflects the underlying change in the mindset of today’s viewers. As opposed to a linear quest for a singular goalpost of ‘settling down’, the film captures and celebrates the fluidity with which people have begun to make life choices; unravelling new dimensions within themselves and exploring uncharted territories as they journey through life.

    The campaign film, ‘Roz Kuch Naya Bante Raho’ uses the device of a sculptor to showcase this philosophy.  In the course of the film, we see him mould, shape, chisel and recreate a piece of art using different materials, styles and textures. We see him create an array of busts which are inherently the same, yet strikingly different. This visually powerful metaphor represents the multiplicity within each of us and the constant evolution of a work-in-progress generation. Viewers are urged to embrace this fluidity through inspiring lines like “Behte Raho, Aakaar Lete Raho, Roz Kuch Naya Bante Raho”. The film ends with a poignant question – “Aaj Kya Banoge?”

    The visual metaphor is further enhanced by actor Manoj Bajpayee’s evocative narration. His delivery adds character to the film as he truly embodies the spirit of multiplicity. From being a theatre actor to taking on diverse film roles that explore his sheer range as an artiste and now his latest turn as a producer, he has transcended the confines of familiarity and pushed the boundaries of creative expression. Strengthening the connection with the artist further, the film opens with the manifesto line penned in Manoj’s very own handwriting. 

     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by ZEE (@zeecorporate)

     Bajpayee said, “As a platform that has its finger on the pulse of the viewer, ZEE5 is sending out a very relevant and critical message through its new content brand manifesto. At a time when people don’t want to be bound by labels and wish to stay unfinished rather than settling down, ZEE5 endeavours to tell stories that will serve as a springboard to its viewers’ aspirations, fuelling their path of self-discovery. As an artiste, the diverse roles I’ve had the opportunity to play have helped me explore the different facets of my personality. As someone who has been a part of some of the platform’s finest content, I was more than pleased to be the voice that delivers such a pertinent message.”

    ZEE5 India CBO Manish Kalra said, “We, at ZEE5, believe that our customers are our key priority and all our teams focus on delivering to meet their expectations. Be it storytelling, technology or business initiatives, they must stem from a profound understanding of our consumers’ lives, their desires, need-states and beliefs. Our content brand manifesto will serve us as a compass that guides the brand’s journey over the years, aligning all stakeholders, content partners to craft an experience that truly resonates with our audience.”

    ZEE CMO – content SBU Kartik Mahadev said, “Today’s youth are seekers, explorers; a work-in-progress generation. As believers and cheerleaders of this new mindset, ZEE5, through its content, invites everyone to explore the countless dimensions and versions of themselves; to keep creating themselves, one story at a time. From immersive dramas to documentaries, from comedies to thrillers, from India and around the world, ZEE5’s rich and varied range of offerings have the potential to unlock, inspire and shape ideas, dreams, beliefs, possibilities and behaviour.”

  • Zee Bangla welcomes Durga Pujo season with a grand design refresh

    Zee Bangla welcomes Durga Pujo season with a grand design refresh

    Mumbai: Zee Bangla, a prominent name in the Bangla entertainment  industry, has ushered in the festive season of Durga Pujo with a spectacular unveiling of its redesigned aesthetics, dedicated to enhancing the overall viewing experience. Timed perfectly with the auspicious occasion of Mahalaya, the channel’s design philosophy now reflects the rich cultural heritage of Bengal, embracing the vibrant spirit that defines the region. Central to this transformation is the symbol of the ‘fish’, deeply ingrained in Bengali culture. An omnipresent figure in the life of every Bengali, the ‘fish’ marks this new beginning with the promise of success, prosperity, and progress.

    The innovative design strategy, rooted in the latest advancements in “Neuroscience,”  maximises business impact by boosting brand partner visibility and ensuring greater platform recall. This scientific approach, built on a holistic understanding of the consumer journey across broadcast and digital platforms, enhances information retention and captures viewer attention for an unparalleled experience.

    Expressing his enthusiasm, Zee Entertainment Enterprises Ltd chief cluster officer – East Samrat Ghosh said, “Zee Bangla has always been deeply connected with the hearts of the Bengali viewers. As we usher in the auspicious occasion of Pujo, we wanted to bring a fresh and enhanced viewing experience to our consumers, enabling them to rejoice in the festivities with their loved ones. To further deliver on our brand promise of ‘Notun  Chhondey Likhbo Jibon’, this year we are urging each Bengali to take a resolution – ‘Amra  Bhaalo Rakhbo Maa,’ – uniting all to pave the path toward a brighter tomorrow.”

    Speaking on the new development, Zee Entertainment Enterprises Ltd chief marketing officer – content SBU Kartik Mahadev said, “Our unwavering mission at ZEE has always been to consistently craft and deliver extraordinary experiences to our viewers. As our stories touch the lives of millions, our design philosophy, rooted in our ‘Soul to Screen’ approach,  becomes an authentic reflection of our audience’s world. Led by this, Zee Bangla finds its new design expression in the ubiquitous ‘fish’ – a central figure, holding its place of pride in many traditions across Bengal. The fresh interface captures the Bangaliana energy and verve,  symbolizing the channel’s zeal to chart its next phase of growth, further solidifying ZEE  network’s commitment to continuously create value for our viewers and build deeper connection with our brands.”

    Zee Bangla business head Navnita Chakraborty added, “Our brand refresh is a celebration of the Bengali culture and takes inspiration from the vibrant spirit of our viewers. It represents our dedication to providing content that resonates and inspires. We are excited to embark on  this journey and are confident that the audiences will continue to shower their love and  support for Zee Bangla going forward as well.”

    Zee Bangla’s metamorphosis revolves around the theme of ‘Vibrance,’ encapsulating the burgeoning inner strength and unwavering confidence of Naya Bharat that is venturing into uncharted territories with unparalleled vigour. This distinctive design philosophy finds its expression through the visual metaphor known as the ‘Circle of Spark,’ illuminating life’s most pivotal moments with impactful stories and aspirational characters.

    In the spirit of elevating Pujo celebrations, Zee Bangla has given a unique twist to “Sabaike Bhalo Rakho Maa” – a phrase used in every Durga Puja with reverence. A promise to the  Goddess of keeping everyone well has been brought to life with the new expression – “Amra Bhalo Rakhbo Maa” – an offering to the Goddess from all of us.

    Furthermore, Zee Bangla is taking inspiration from the age-old Bangla saying, ‘Baro Mashe Tero Parbon,’ which translates to celebrating 13 festivals in just 12 months. The channel is recreating 10 of these rituals with its main characters, each engaging in various festivities. For instance, Porna will be part of the Kajol Utsav, while Simul and her friends will dance to  Tushu’s tunes, adding a touch of nostalgia and the true essence of Bangaliana to this festive season. These hyper-local cultural expressions of ‘Banglar Utsab Banglar Garbo’ will allow Zee  Bangla to connect at the grassroots level, depicting diverse festival celebrations across Bengal in our vibrant new brand world.

    By creating inspiring, immersive, and interactive experiences, the new chapter in Zee Bangla’s journey aligns with the larger network-level effort to prioritise consistency in consumer experience, as it continues to navigate the ever-changing entertainment landscape.

  • ZEE Tamil celebrates 15-year milestone with reimagined consumer experience

    ZEE Tamil celebrates 15-year milestone with reimagined consumer experience

    Mumbai: Staying at the forefront of the ever-evolving entertainment landscape, Zee Tamil, one of India’s leading Tamil general entertainment channels, has today unveiled its new design interface that captures the heart and soul of Tamil Nadu. The marigold-inspired design is reflective of the cultural ethos of the region. Rooted in its brand promise of ‘Manadhal inaivom, maatrathai varaverpom’ (Bridging hearts and welcoming change), Zee Tamil’s transformation paves the way for embracing change while connecting with today’s confident, vibrant consumer.

    Zee Tamil’s strategic evolution of its on-screen TV experience optimizes information delivery for maximum business impact. Supported by cutting-edge Neuroscience, this intelligent design system captivates consumer attention, enhancing memorability and viewer retention of tune-in details. It solidifies platform recall and amplifies brand partners’ visibility, offering a unique value proposition.  

    Commenting on the development, ZEE CMO – content SBU Kartik Mahadev said, “Zee engages the many Bharaths and its aspirations through content brands that are rooted in culture. The refreshed Zee Tamil brand design is an ode to the strength and dynamism of the Tamil viewer. The “marigold” inspired design is a vibrant expression of the auspicious new beginning that the channel seeks to provide through its inspiring content, nudging positive actions and inspiring outcomes. Zee Tamil’s transformative endeavour will further strengthen the ZEE network commitment to consistently design and deliver extraordinary experiences to our viewers.”

    Speaking on the channel’s business strategy, ZEE Tamil chief channel officer Ramanagirivasan said, “Over the past 15 years, Zee Tamil has built a robust audience connection through content crafted with a profound understanding of consumer sentiments. This bond is a testament to the deep emotional resonance we share with our viewers.  In the last 1 year, the strategic overhaul of our prime-time fiction programming has resulted in a substantial surge in viewership share in Tamil Nadu (U+R), from 17% to an impressive 23%. We aspire to carry forward this momentum by not just delivering engaging content but also enhancing consumer experience through our innovative tech-forward approach.”

    Zee Tamil’s new design world centres around the core thought of ‘Vibrance’, embodying the growing inner strength and confidence of the Naya Bharat that is charting new territories like never before. This unique design approach is brought to life through the visual metaphor called the ‘Circle of Spark’ that ignites life’s most defining moments through inspiring stories and aspirational characters.

    In sync with the larger campaign thought, ‘Ungal manam virumbum maatram, indhe ini aarambam’, which translates to ‘A good start to the change your heart desires’, the channel will embark on this new journey by reaching out to 1 lakh women across temples in Tamil Nadu and offering them prasadam along with marigold flowers. Further, viewers of Zee Tamil can also look forward to two exciting new shows – Nalathamayandi and Sandhya Ragam starting from 9 Oct in the prime time.

    In the wake of the brand refresh, Zee Tamil annual awards show, Kudumbha Viruthugal, is set to make a remarkable international debut. In an unprecedented move, the show will now extend its invitation to Tamil fans worldwide. For the Tamilian diaspora across the globe, their connection to Tamil content serves as a vital link to their cultural heritage and entertainment. Select fans from various regions will win an extraordinary opportunity to meet their beloved stars in person.

    The consumer experience led to brand refresh and the fresh content line-up coupled with all these exciting initiatives undertaken by Zee Tamil further propels its growth story and reaffirms the channel’s commitment to bridging hearts and welcoming change in Tamil Nadu and beyond.

  • Zee TV elevates consumer experience with an innovative design approach

    Zee TV elevates consumer experience with an innovative design approach

    Mumbai: Staying ahead of the curve amidst an ever-evolving media & entertainment landscape, ZEE TV, India’s leading Hindi GEC has refreshed its design interface with an aim to enhance and elevate viewer experience. This transformative endeavour, centred upon the core thought of ‘Vibrance’, embodies the growing inner strength and confidence of the Naya Bharat that is charting new territories like never before. This unique design approach is brought to life through the visual metaphor called the ‘Circle of Spark’ that ignites life’s most defining moments through inspiring stories and aspirational characters.

    ZEE TV’s strategic evolution of its on-screen TV experience leverages design for optimal business impact through enhanced information registration. It augments key aspects such as brand partners’ visibility, providing a distinctive proposition to its esteemed partners. Backed by the latest in ‘Neuroscience’, this intelligent design system captures consumer attention and heightens memorability, enhancing viewer retention of tune-in details and reinforcing platform recall. A holistic understanding of the consumer journey across the broadcast and digital ecosystem and imbibing their behavioural & navigational aspects forms the bedrock of Zee TV’s innovative design approach.

    Speaking on the refreshed visual experience, ZEE Entertainment Enterprises Ltd chief marketing officer – content SBU Kartik Mahadev, said, “As pioneers of the television content landscape, our endeavour at ZEE has been to consistently deliver extraordinary experiences to our viewers. As we touch millions of hearts and homes across the many Bharats through our stories, our approach to design is in being native to culture, which we call ‘Soul to Screen’. This method enables us to be consumer centred and insight driven, making the brand and viewing experience personal. The new design for Zee TV captures the aspirations of the evolving Indian audiences. The ethos of ‘vibrance’ encapsulates the idea of a consumer who is confident, has innate strength and is taking action to shape an extraordinary tomorrow. In this new design language, we have combined cultural relatability with evolving CX trends, creating value for our viewers and advertisers alike, further fortifying our connection with our audiences and brands.”

    The central essence of ‘Vibrance’ stands as a potent visual analogy for one’s inner resilience, symbolizing a more assertive and luminous manifestation of self-confidence. This evolution aligns with the purposeful spirit of ‘Naya Bharat,’ capturing its energized, resolute essence, reflecting the shifting mindset of the audiences.

    For greater cultural relatability, Zee TV’s new design world derives inspiration from the  ‘Genda Phool’, an omnipresent symbol of celebration and catharsis across Indian rituals. It’s a signifier of auspicious beginnings, a custodian of overall well-being, in a way, almost completing the circle of life. This embodies the channel’s commitment to portraying a spectrum of emotions and experiences through its content.

    Driven by audience exposed to a plethora of non-linear content platforms with immersive and interactive experiences, the channel’s design system offers a modular structure. This shift in design approach also responds to a transformative audience mindset. Through this endeavour, ZEE has created a trail-blazing, future-ready approach that bridges the gap between linear and digital experiences.

  • Zee Cinema launches new campaign celebrating spirit of togetherness

    Zee Cinema launches new campaign celebrating spirit of togetherness

    Mumbai: Highlighting the value of human relationships and interactions that went missing from people’s lives due to the pandemic, Zee Cinema has launched a three-film campaign #RehnaHaiSaathSaath to foster and celebrate the spirit of unity, belonging and hope.

    Taking cue from one of the most watched films on the channel during the pandemic – ‘Hum Saath Saath Hain’ the entertainment brand, along with its creative agency Lowe Lintas conceptualised this campaign to depict an array of emotions people experienced during the Covid-19 pandemic. It is being promoted across TV and digital platforms in a multi-phased manner. The channel will air back-to-back films like “Rashmi Rocket,” “Thalaivii,” “Squad Antim,” “Sooryavanshi,” “Sanak,” and more as part of the campaign.

    Zee Cinema’s research shows that audiences place the channel in the Orange need state of the ‘Needscope model’ which is strongly associated with attributes of togetherness, belonging, harmony, hope and encouragement. In line with the brand philosophy of ‘Jazba Hai Jeene Mein, Jab Cinema Hai Seene Mein,’ the campaign aims to foster a deeper connection with its viewers using topical and relatable stories and events.

    “During the pandemic, we tried to help our audiences stay entertained and engaged with heart-warming films. In this phase, we have all experienced a whirlpool of emotions. Here, connections have helped us survive and togetherness is what helps us progress. Rehna Hai Saath Saath is an extension of this sentiment. Through this brand campaign, we want to celebrate each audience member, their spirit and our ability to work together through it all,” said Zeel cluster head Hindi movie channels Ruchir Tiwari.

    Zeel CMO of content business Kartik Mahadev added, “Cinema is an inspiring and binding medium. This became even more apparent when we gathered around our television, as families, and watched movies together during the difficult phase of lockdown. The same is reflected by the 13 per cent viewership rise for the Hindi movies genre during the second wave. Zee Cinema has always been a champion of blockbuster movies and cinema’s core attribute of inspiration and togetherness. We, as a society, come together and do the extraordinary when times are tough. The “Rehna Hai Saath Saath” campaign captures this spirit of togetherness that has helped us emerge stronger. Each brand film mirrors the story of not just one person but the story of us as a people. It encourages us to move forward with a new sense of positivity.”

  • Chef Vicky Ratnani, Gaurav Gera cook up a storm in ‘Chef vs Fridge’

    Chef Vicky Ratnani, Gaurav Gera cook up a storm in ‘Chef vs Fridge’

    MUMBAI: It’s time to sharpen those knives, wear your apron and don the chef’s hat! In this playground for the foodies, it’s a game of imagination and innovation with plenty to mix and match. Come Sunday, 25 April, Zee Café will bring the ultimate cook-off to your television screens with the launch of cooking competitive show, Chef vs Fridge. 

    Based on the daily challenge posed by the fridge, every week will have exciting new themes featuring extraordinary dishes made from the limited ingredients available in the fridge that are an absolute feast for the eyes.  

    Airing as part of the channel’s special block ‘What The Food’ that brings MasterChef Australia S10 weeknights at 9, the homegrown production is set to air on Sundays at 8 pm on Zee Café and 10:30PM on Zee Café HD along with five other Zee channels viz. Zee TV, Zee Zest, Big Ganga, Zee Marathi and Zee Telugu in English, Hindi, Marathi and Telugu respectively and stream on Zee5. Coupled with irresistible food, repertoire of flavours and creative meal combinations, Chef vs Fridge promises to take viewers on the ultimate sensory experience that is sure to make every foodie drool.

    In a light-hearted campaign film featuring ace celebrity Chef Vicky Ratnani and actor-comic Gaurav Gera, the latter is seen all prepped up for a Mexican cooking experiment. With only idli and tomatoes available in his fridge, a surprised Gaurav is confused and caught off guard. It’s then that Chef Vicky Ratnani comes to the rescue with a unique dish suggestion that mixes the south Indian staple with the quintessential Mexcian ingredient. The film culminates with the judge-host duo revealing the show’s theme in chorus, ‘Ab fridge lega sabki class, chefs banaenge kuch world-class.’

    Presented By Haier, co-powered by Lifebuoy and Parle Platina Hide & Seek, cookware partner Prestige, Spice Partner Catch Salt & Spices and Gifting Partner The Gift Studio, Chef vs Fridge promises to be a unique platform with multiple integration opportunities for brand partners.

    ZeeL premium channels business head Kartik Mahadev said, “Zee Café has constantly innovated to add to the content repertoire of our discerning audience. Chef vs Fridge is a cook off show that is entertaining and informative and expands our originals content slate into the food entertainment genre. With a large footprint across five Zee channels and Zee5, our endeavour is to create access for the show with the ‘many Bharats’ in English, Hindi and Marathi. There has been great sponsor interest for the show and with the customised solutions and deep integrations we have left no stone unturned in delivering value to our customers.”

    Flux @ The Glitch collaborated with Zee Café’s internal team for the campaign. Content strategy & business associate vice president Varun Anchan remarked, “Every day, our refrigerator truly takes us by surprise. Sometimes it turns out to be a vault of treasures and some other times an empty pit. With this being the inspiration for the campaign, the brief from the Zee Café team propelled us to capture the daily challenge posed by the fridge as part of the campaign film. It was great fun collaborating with the Zee team for this project and both Chef Vicky Ratnani and Gaurav Gera added their unique flavours to the film truly which made it an entertaining affair.”