ITV

Tag: Pyar Tune Kya Kiya

  • Zing introduces short video content series ‘Tiny Tales’

    Zing introduces short video content series ‘Tiny Tales’

    Mumbai: Zing has launched Tiny Tales, a digital-first short-form video content series aimed at gen Z. The first launch is Tiny Tales – Pyaar Tune Kya Kiya on 1 October, which is a heartfelt extension of Zing’s marquee show Pyaar Tune Kya Kiya, featuring endearing stories of love, friendship, and much more.

    It just takes a moment to fall in love. Staying true to its theme of love, Pal Bhar Mein, Tiny Tales will feature six stories of up to six minutes each, acting as a prelude to an exciting development regarding the channel’s iconic show – Pyaar Tune Kya Kiya.

    Tiny Tales – PTKK will be first launched across Zing’s YouTube, Facebook, and Instagram handles and then on television with fresh episodes every weekend for three weeks. Because Zing is all about community, it has been forming tribes under the banner of “#ApniVibeApniTribe.”

    The latest one, the PTKK Tribe, has joined the likes of the existing Music Tribe and the Rizing Hallyu Tribe. Tribe members are treated to curated content and exclusive contests, which keeps them highly engaged.

    Each of the six stories will revolve around the characters’ finding love in quite unlikely settings. Whether it’s in an office or a hospital, these heart-warming and relatable stories will strike the right chord with gen-Z. The stories will feature a host of fresh and young TV artists such as Richa Rathore, Alisha Praveen, Priyal Gupta, Gaurav Amlani, Aanchal Srivastava, and others.

    Commenting on the new series, Zing chief channel officer Arghya Roy Chowdhury shared, “Zing is now home to entertainment that the youth/gen-Z loves. This has been on the back of modern stories in the form of music, movies, and series that celebrate them and their spirit. As a brand that serves the young, we understand the importance of moving ahead with the changing times. Today, our audience is present across a spectrum of mediums to entertain and stay connected. With the launch of Tiny Tales, we are excited to create digital-first content that converges with our repertoire of broadcast content. We look forward to taking Tiny Tales to greater heights with our stellar line-up of content.”

  • Paree’s integration with Pyar Tune Kya Kiya aims to set a progressive narrative

    Paree’s integration with Pyar Tune Kya Kiya aims to set a progressive narrative

    NEW DELHI: While most youth-focused brands now prefer to market themselves digitally, where most of their core audience is, homegrown sanitary pad maker Paree is counting on a TV show to strike a chord with its TG. The young brand has recently partnered with Zing’s popular TV show Pyar Tune Kya Kiya’s (PTKK) season 11 as presenting sponsors.

    In conversation with Indiantelevision.com, Paree founder and CEO Sahil Dharia asserted that TV is far from being ruled out in any brand’s marketing mix. “Digital, no doubt, is a great alternative medium to reach the younger generation but it will never get as big as TV. We see if an association can help us in reaching around 10 crore women or not before we make any marketing decision, and this certainly does.”

    Paree GM – marketing Samta Datta stated that the brand wanted to solidify its foundation with the core TG, and the show is in complete synergy with that.

    However, it doesn’t mean that Paree is shying off from going digital for its promotions. “Paree is going to be a digitally-enabled brand but this particular show has a great outreach amongst the gen-Z, who are the decision-makers. Also, it will be running on Zee5 as well, taking us to the digital audience too,” Dharia added. 

    Pyar Tune Kya Kiya is one of the most popular shows on Zing and has been running for the past six years. Currently, in its season 11, the show explores the theme of confusion in love with complicated twists, starring actors like Arijit Taneja, Ketki Kadam, Eisha Singh, Charlie Chauhan, and many others. Apart from Paree, the show is co-powered by Yamaha Fascino 125 Fi, Vicks Cough drops, and has Philips Trimmer as grooming partner and Godrej Protek as associate sponsor.  

    As the presenting sponsor for the show, Paree has done a total of five brand integrations across five episodes. Each episode will have a minimum of 2.5 minute-long interaction around the brand. 

    Datta explained, “Our idea was not to get viewing minutes or just plaster our product on-screen. We wanted to start active conversations with this integration. So, you will see our product as a part of the narrative within the show wherein young couples, friends, and parents will be seen talking about it.”

    Dharia mentioned that the representation is a step-ahead from the age-old anathemas that surround menstruation and sanitary pads. “We have shown a couple talking about PMS that mostly becomes a taboo topic within young partners. We have shown a guy buying Paree pads for his girlfriend, and many such instances to set the ball rolling towards a progressive society.” 

    Discussing the overall marketing plan for the brand, Dharia shared that they are currently spending heavily on their marketing initiatives as they want to reach out to the maximum audience. While TV and digital take the biggest portions of their budgets, print also plays a key role in promoting topics like menstrual hygiene.

    “Our aim is to grow from the existing three per cent market share that we have today and we want to be on the top of the mind of the users. More than five to 10 per cent of our revenues are reserved for marketing activities. So, we try to remain on-air always. We are very much satisfied with the voice share that we have on television right now. We are active both during the prime time and RODPs spot,” he signed off saying.