With increasing competition in the broadcast space owing, channels are leaving no stone unturned to infuse freshness in their content in the form of differentiated programming and aggressive marketing strategies which would help the channels grow and resonate further with the audience.
With growing interest in food channels, ZEE has refreshed its 24-hour food channel Zee Khana Khazana with the tagline ‘Ab Khana Sawal Nahi, Lajawab Hai!’, and launched four brand new shows in February 2013 as part of its programming revamp. The new content showcases easy to replicate cooking methods and dishes at one’s home. Through this exercise, the channel aims to become a one-stop shop for ‘simple yet delicious’ cooking with its engaging and instructive approach.
After the successful launch of the revamped programming strategy, the channel has launched its first television ad based on the thought ‘Kal kya banaoon?’ that will help women across the country resolve their everyday battle in the kitchen with panache and aims to reinforce the channel’s positioning. The TVC has been created by Scarecrow Communications.
Elaborating on the TV campaign, Amit Nair, Business Head, Zee Khana Khazana stated, “We realised that the question that is perennially on the mind of a housewife is what she should cook for each meal of the day. These questions hound her every minute of the day. So, it’s something that we decided to highlight in our TVC by taking a slightly humourous approach instead of a serious one. Though we have kept the mood of the TVC very light, the underlying message comes across clearly – that Zee Khana Khazana is the answer to this question.”
In the first phase, the TVC will be available on DTH platforms, digital and social media, and across Zee network channels. The ad will be screened at multiplexes and other networks in the second phase.
Apart from the television campaign, the digital platform will also play a very significant role in the marketing campaign. The channel has revamped its portal, websitezeekhanakhazana, to make it convenient for the user, and is also active on social media. According to Nair, they have also made their presence felt on women, health, food oriented websites as well as YouTube through their digital campaign and will continue with a similar strategy on the digital front.
Going forward, a whole new differentiated programming line-up is what can be expected from the channel. Zee Khana Khazana will be undertaking on-ground and digital marketing initiatives on a continual basis to support the new programming line-up as well as connect with the target audience via various activations and high engagements through the digital medium.