On September 17, 2009, Hindustan Unilever Ltd (HUL) had blocked the commercial airtime for the entire day across all STAR channels. Now on September 24, 2009, the corporate major is repeating the same with Zee Network. In the case of Zee Network, the activity would be seen across its 25 channels.
Readers would recall that the first brand to have experimented with a day long roadblock was Hutch (Vodafone). Following the brand’s rebranding to Vodafone, on September 21, 2007, 13 STAR India channels aired only Vodafone ads with various innovations in the content and advertising to keep the viewers engaged.
Two years later, the initiative is coming from HUL and with two leading networks. HUL’s Zee roadblock would be seen across channels such as Zee TV, Zee Cinema, Zee Marathi, Zee Bangla, Zee Kannada, Zee Telugu, Zee Studio, Zee Café, Zee Trendz, Zee Premiere, Zee Action, Zee Classic, Zee Smile, Zing, ETC Music, Zee Punjabi, ETC Punjabi, Jagran, Akaash Bangla, Ghantalu, 24 Taas, 24 Ghanta, Zee Talkies, Zee Sports and Zee Tamil.
In a prepared statement, Joy Chakraborty, Chief Revenue Officer, Zee Entertainment Enterprises Ltd, said, “It is great to have co-created an innovative value proposition with a high net worth client like Hindustan Unilever Ltd, which is not only well conceived and knitted together on a common theme, but it also exploits the full potential of all our channels through seamless execution. So, innovation in leveraging the scale and width of our reach plus a well thought out communication is sure to result in a holistic and engaging communication solution.”
Srikanth Srinivasamadhavan, GM, Media Services, Hindustan Unilever Ltd, had the same comment as he had at the time of the STAR India roadblock. He said, “We are pleased to be a part of an idea that will exclusively reach us to more than 100 million viewers in India at the same time throughout the day. It is innovative and is expected to bring stronger engagement with consumers.”
The official statement further said, “The channels will create special opportunities for HUL and showcase its various brands in an innovative manner like using Zee’s graphical packaging elements to highlight the brands of HUL. This will be a roadblock with a difference.”
STAR India blocks all ad airtime across network for HUL brands for entire day today