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.