ITV

Tag: Zee Vajwa

  • Popular Marathi actors come together for the launch of Zee Vajwa

    Popular Marathi actors come together for the launch of Zee Vajwa

    MUMBAI: Zeel’s Marathi music channel – Zee Vajwa, has left no stone unturned to reach out to and connect with the audience. From the quirky and trendy #FullToVajwa challenge that took social media by storm to brand films promising to amplify Maharashtra’s everyday moments into a mahual with music and last but not the least popular celebrities from the industry coming together to introduce the channel in their own unique style; truly dialled up moments and created a launch mahaul across the state.

    It all kickstarted with celebrities partaking the #FullToVajwa challenge, a unique dance on the culturally vibrant sonic ID of Zee Vajwa. The challenge created a chain with multiple celebrities from the fraternity – Amey Wagh, Abhidnya Bhave, Prajakta Mali, Abhinay Berde, Amruta Deshmukh, Gayatri Datar, Phulwa Khamkar, Krutika Gaikwad and many more posting their videos and in turn challenging their fans and followers. The challenge quickly caught on generating 3.7 million+ views & 283K+ engagement on social media. Adding another feather to the hat, Zee Vajwa associated with Instagram's newest offering – 'Reels'. The 15-second videos on the platform opened a new world of possibilities with #FulltoVajwa challenge becoming Instagram Reels first ever regional channel launch tie-up. With every new video, followers passed the baton to their friends, thus creating a chain where everyone showed their dance moves on the upbeat brand tune. Participation in the#FulltoVajwa challenge brought in a wave of fun and enthusiasm amongst marathi youth allowing them to showcase their hidden talents online during these times of social distancing. To celebrate the overwhelming response from viewers, as a token of appreciation the channel showcased audience entries on-air on Diwali eve.

    The channel was welcomed by the entire Marathi industry from Nilesh Sable sharing about the launch in Chala Hawa Yeu Dya and Lav Re Toh Video, Advait Dadarkar in Dancing Queen, Gauri Kulkarni and Nikhil Damale in Almost Sufal Sampurna to last but not least Aadesh Bandekar in Home Minister, the hosts elaborated on how Zee Vajwa will amplify everyday moments into a mahual with best of marathi music, living up to the brand promise – Zee Vajwa, Kshann Gaajwa. 

    Zeel  music cluster  deputy business head  Pankaj Balhara said,  ‘Launching a channel in the current scenario was a challenge but we designed the campaign to use the two most powerful media in today’s time – TV & Digital. The #FullToVajwa challenge was a unique way to create a buzz about the channel launch and engage with our viewers while capitalizing on the strengths of both the mediums. The power of Zee Network was leveraged to maximize the reach to make this a successful launch campaign.”

    Top brands such as Yamaha Faschino 125 Fi, Garnier Men Shampoo Color, Cadbury Celebrations, Fogg, Jeevansathi and Santoor made most of the opportunity and partnered with the channel’s launch campaign to strengthen their connect with Marathi youth.

    With Zee Vajwa’s addition to the Zee Marathi channels bouquet, the audience is privy to a complete entertainment package from the network comprising of best of shows, movies and now music.

  • Zee Vajwa strives to strike a chord with Marathi music lovers

    Zee Vajwa strives to strike a chord with Marathi music lovers

    NEW DELHI: Unarguably, the leader in the Marathi-language television space, capturing 57 per cent of the viewership share in FY’20, as per BARC  with Zee Marathi, Zee Yuva and Zee Talkies, Zee Network is all set to add another one to that list. This time, it is a music pay TV channel Zee Vajwa which is scheduled to flag off in October.

    Speaking at its virtual launch  Zeel chief consumer officer Prathyusha Agarwal shared that it was a natural decision for the network to build on its existing popularity in the region and launch the channel. 

    She added that Zee Vajwa will be quite different in its offerings. “We have curated more than 3000 playlists suiting every mood. Not just that, the channel, apart from music shows, will also air short-form and long-form content of various kinds.”

    “One of the key differentiators would be experiential music slots with several category firsts which will truly amplify the moment for the audiences. Marathi viewers are  extremely proud of their culture and the channel will celebrate it by giving the youth a platform to voice their opinions and be heard. A category first, Zee Vajwa will also have a non-fiction show in the comedy genre.”

    Overall, in look and feel, the channel has tried to merge in the youthful and historically rooted signages for the channel, creating a mass appeal. It will be dominated by pop culture icons, taken both from the TV and digital world and some classic elements of traditional dance and music will create an additional rustic vibe. The sonic identity of Zee Vajwa is a fresh take on traditional Maharashtrian sounds of duff, sitar, tomtom, etc.

    But is it the right time to launch another pay TV offering when the market sentiment is slow and advertisers are spending very carefully?

    Agarwal stated that the intention of launching the channel is to offer something different to the market, which had a lot of scope. “But I also think that we are seeing positivity in the market and it seems like a huge opportunity for us,” she added. 

    Zeel chief revenue officer Ashish Sehgal exuded confidence that Zee Vajwa will also prove an interesting platform for advertisers  – even in these cash-strapped times. Said  he:  “Our growing viewership and revenue share in Maharashtra is a reflection of our successful journey so far. Our objective has always been to provide holistic surround to our consumer/customer and  in Maharashtra, with Zee Vajwa, we see an opportunity for us to not only strengthen our music cluster but further gain viewership/revenue shares as well. We are excited to dial up the impact for advertisers this festive period.”

     Another challenge that the channel might have to face is the increasing popularity of digital options like apps and streaming platforms. 

    “The Indian market, when it comes to music streaming is still heavily dominated by TV channels. Firstly, when it comes to apps, the experience is more personalized and inward. But when it comes to sharing with the whole family, television will remain the preferred choice. Secondly, on digital platforms, you have to go and search for the kind of music you want to listen to, but with our playlists, we are taking that hassle away.” 

    The channel will soon kickstart a high-decibel marketing campaign across TV, digital, and other platforms, utilising the strength of existing Zee platforms.

  • ZEE FURTHER STRENGTHENS ITS FOOTHOLD IN MAHARASHTRA WITH THE LAUNCH OF ITS MARATHI MUSIC CHANNEL – ZEE VAJWA

    ZEE FURTHER STRENGTHENS ITS FOOTHOLD IN MAHARASHTRA WITH THE LAUNCH OF ITS MARATHI MUSIC CHANNEL – ZEE VAJWA

    Zee Entertainment Enterprises Limited (ZEEL) has announced its entry into the regional music space with the launch of its Marathi music channel – Zee Vajwa. The network boasts of an undisputed leadership in the Maharashtra market with Zee Marathi, Zee Yuva and Zee Talkies capturing 57%* viewership share.

    The brand believes in seizing every moment and living life to the fullest. Our purpose is to dial up each moment, thus providing a mono to dolby experience for the Marathi youth because ‘Kshaan Zingaat tar life Zingaat!’. This is aptly captured in our tagline – Zee Vajwa, Kshann Gaajwa.

    The channel promise will be brought alive through the content offering of 3000+ playlists and a music++ experience for the viewer with many category firsts that amplify moments & create various mahauls through the day.

    Speaking on the launch, Ashish Sehgal, Chief Growth Officer, ZEEL said, “As an organization, we have gained in both viewership & revenue due to our diverse portfolio across markets. And, believe in constantly strengthening our product portfolio keeping the customer at the centre thereby adding value to all our stakeholders. Our dominant position across markets echoes our customer-centricity. Our growing viewership and revenue share in Maharashtra is a reflection of our successful journey so far. Our objective has always been to provide holistic surround to our consumer/customer & in Maharashtra, with Zee Vajwa, we see an opportunity for us to not only strengthen our Music cluster but further gain viewership/revenue shares as well. We are excited to dial up the impact for advertisers this festive period.”

    Commenting on the much-awaited launch of its first regional music channel, Prathyusha Agarwal, Chief Consumer Officer, ZEEL said, “We win hearts across many Bharats by creating content brands that are deeply rooted in culture. All 4 regional channels that we launched last year broke into the top 3 in their respective categories within their launch month, with Zee Biskope rising to no. 1, and Zee Picchar & Zee Punjabi in the top 2*. We are the undisputed leader in Maharashtra with our GEC and movie channels and the launch of Zee Vajwa will be a celebration of our intrinsic bond with every Maharashtrian family, through music. Music on TV is perceived to play a passive background role in the consumer’s life. But in a country like India, a song becomes a chartbuster when it becomes an integral part of a celebration – such as Ganpati Visarjan, sangeet ceremony, etc. Music becomes an active way to enjoy, express and celebrate, creating an amplified mahaul (ambience). This externalized and shared culture of music is at the core of Zee’s music channel positioning. With Zee Vajwa we promise to dial up every moment for our viewers with a music++ experience, so that they live life to the fullest.”

    Vishnu Shankar, Business Cluster Head, &TV and Music cluster, ZEEL said, “We are extremely pleased to announce the launch of our first regional music channel, Zee Vajwa. Besides strengthening our regional portfolio, it is a great opportunity for us at ZEEL to offer content that connects so deeply with our consumers.

    Music has always been deeply ingrained in our Indian way of life and its traditions. To be able to offer a platform which allows our viewers to enjoy and connect over music that resonates with their specific culture and values, is deeply gratifying.”

    ZEE Vajwa will have an immersive visual experience never seen before in the regional music category with a design world inspired by the ‘volume dial’ that aptly brings alive our promise of ‘amplifying every moment’. Each element of the design – colors, characters, music symbols and our sonic identity have been created to ensure a deep seeded connect with the youth while being culturally relevant.

    The channel will have a stellar programming line-up which will include 3000+ music playlists created with a strong library of songs. One of the key differentiators would be experiential music slots with several category firsts which will truly amplify the moment for the audiences. The Marathi viewer is extremely proud of their culture and the channel will celebrate it by giving the youth a platform to voice their opinions and be heard. A category first, Zee Vajwa will also have a non-fiction show in the comedy genre.

    The logo of Zee Vajwa was unveiled with much fanfare by Marathi film industry stalwarts, Swwapnil Joshi & Siddharth Jadhav during the prestigious Zee Chitra Gaurav Puraskar 2020.

    Zee Vajwa is set to launch this October.