Top Story

e4m_logo.png

Home >> Out-of-home >> Article

Zee Khana Khazana adds OOH muscle to its new marketing campaign

27-February-2014
Font Size   16
Share
Zee Khana Khazana adds OOH muscle to its new marketing campaign

In a move to reach out to its target audience in Mumbai and Delhi, 24-hour food channel Zee Khana Khazana launched an OOH teaser campaign on Monday, February 24, 2014. The teaser, which ran for three days, will be followed by an OOH reveal that will run for a further 12 days, starting February 27.

The new campaign also includes a TVC, which premiered across GEC, news, music, regional and youth channels on February 20. The digital campaign commenced on February 24.

In an email interaction, Amit Nair, Business Head, Zee Khana Khazana shared, “The OOH teaser is in acknowledgment of the anguish women go through with the thought of planning the everyday meal and how these thoughts stay with them throughout the day.” He further revealed that for the OOH campaign, the channel has identified strategic locations such as bus shelters, panels and hoardings across the two cities. It has also taken up branding opportunities at Metro stations in Delhi as well as interiors of women compartments in trains.

Explaining the objective behind the campaign, Nair said, “The strategy is to create a buzz in these markets through teasers that will create curiosity amongst viewers, an attempt to break through the clutter and stand out. The teaser asks a very relevant question – ‘Khane Mein Kya Banau’ (What should I cook), a thought that crosses every woman/ homemaker’s mind on a daily basis. The next phase of the teaser is the reveal stating that Zee Khana Khazana will address all your food related questions through its hot shows, new chefs and delicious recipes. This is intended to add to the buzz in key markets as well as drive tune-ins on the channel.”

Zee Khana Khazana has tied up with Bright Outdoors to drive its outdoor (excluding bus panels) and Metro campaigns.
 

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...