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Zee TV’s big OOH teaser campaign to announce its fresh content comeback

15, July, 2020

Aarti Pahwa, New Delhi

The campaign, which was also promoted on social media, is part of the network's larger comeback multimedia campaign 'BanegiBaatSaathSaath’ which caters to its consumer, partners and distributors.

Introduction

With the lockdown gradually lifting and people across the country stepping out into the new normal, Zee TV, the Hindi general entertainment channel, is gearing up to resume shoots in line with government directives and bring all-new episodes of its popular shows back into the lives of its loyalists.Celebrating the spirit of solidarity and the joy of being back, Media & Entertainment powerhouse Zee Entertainment Enterprises Ltd. (ZEEL) has announced its content comeback via an innovative partnership with leading CPG brands. ZEE collaborated with leading brands - Nestle Maggi, AmulLassi, PepsiCo, Red Label, Cadbury Dairy Milk, ITC Dark Fantasy to gear up the nation for the 13th of July, the date of its daily content comeback on Zee TV. Zee TV has used the OOH media in a big way to create a suspense around its comeback.

Campaign Details

While brands choose to market their shows through normal hoardings, the comeback was introduced to audience through a series of intriguing billboards of big brands such as AmulLassi, Nestle's Maggi, and Cadbury Dairy Milk cropping across Delhi and Mumbai, asking consumers to stock up and brace themselves for 13 July. People were left guessing as these hoardings did not reveal much except for a hashtag which said #13thKiTaiyyari kijiye.These hoardings are a teaser to the multimedia campaign 'BanegiBaatSaathSaath’ which caters to its consumer, partners and distributors and the objective was to create intrigue and treat it as an announcer campaign.

Executed by Laqshya Media, the campaign brings together key advertisers as well as original programming returns to entertain viewers.The #13thkitaiyyari campaign panned out in two phases. The first phase created intrigue when 6 leading CPG brands asked people to stock up via billboards in Mumbai and Delhi that led to a high buzz on ground as well as piqued curiosity on digital as everyone took to social media to figure what 13th July was about. It was later revealed that the brands had partnered with ZEE asking consumers to stock up as they would serve as a perfect accompaniment to families watching all their favourite shows resuming on ZEE.

Key Quotes

Prathyusha Agarwal, Chief Consumer Officer, ZEE Entertainment Enterprises Limited said, “With the resumption of production, we are excited to bring fresh content for our consumers. The last three months have caused a significant stir amongst the mood of the nation. People are increasingly investing time in entertainment to cope with the uncertainty prevailing around. TV has been the greatest common unifier and respite in this lockdown and as content creators, we acknowledge that it is a huge responsibility we carry. For us, understanding the pulse of our consumers and customers and delivering delight is an obsession, which is what we are attempting to do both with this campaign and in crafting all our stories for the second half 2020. The stories we bring will aim to uplift the mood of the nation and provide our viewers respite through all that they are going through. Zee has and will always stand by its viewers and all its partners and is looking forward to holding hands and turning on the light at the end of this tunnel and are confident that we will once again provide valuable experiences to our partners and viewers.

Expressing his views Ashish Sehgal, Chief Growth Officer, Advertisement Revenue, ZEE Entertainment Enterprises Ltd (ZEEL) said, “With the resurgence offresh dose of content, we would like to celebrate the spirit of camaraderie with all our stakeholders – cherished viewers & advertisers - to brighten and cheer up with engaging content. Brands will once again have the opportunity to resonate and pave their way into the minds of their consumers in this new environment. At ZEE, we have not only seamlessly weaved stories for brands with relevant influencers & have been at the forefront in creating an integrated platform agnostic solution for our advertisers/brands but ensured that they are part of our communication as well. This has led us to partner with our brands in unique ways and create value for them and #13kitaiyyari is another testimony to the power of partnerships, more importantly brand partners are integral part of the communication when we are reconnecting with our consumer.

Atul Shrivastava, CEO, Laqshya Media said, “We are thrilled to partner with ZEE for their comeback announcement. The power of the outdoor medium with the might of the partner brands and the ZEE network created tremendous buzz on ground around the campaign. The message of solidarity from ZEE resonates with the partners and viewers alike and we look forward to more fruitful associations through the coming half of the year.

Past Experience of Laqshya Media

Tags :  Laqshya Media #13th kitayiyari ZEEL Atul Srivastava Ashish Sehgal Prathyusha Agarwal

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