With a tagline ‘Glamour and Lifestyle Channel’, Zoom has embarked on a marketing strategy that attempts to keep the promise not just an on-air experience, but also take it on-ground. A significant step in this direction is the Zoom Glam Awards. Tuscan Verve has been roped in as the presenting sponsor in the first year of the awards. The awards are scheduled for mid-May 2006.
Zoom Glam Awards will be an annual property. The curtain raiser is planned for May 7, while the awards ceremony will take place on May 14, 2006. According to the channel’s National Ad Sales Head, M K Anand, the property was a logical extension of the Zoom brand identity. He said, “It is a transformation from being a commentator of the field to making it a real life experience. Just as ‘Filmfare’ is for films, Glam Awards will be for people who are glamorous, have the right attitude and are ‘in’.”
Tuscan Verve is the main sponsor for the Zoom Glam Awards. There are more associate sponsors coming in and the others finalised already include Reliance Infocomm, National Institute of Fashion Designing, L’Oreal and D’damas. “We are still in the process of closing more deals,” Anand said, adding, “While these are the names of the television property, at the on-ground level, there really is no scope for anyone else than the presenting sponsor.”
The channel is all set to make all the required media noise around it. The marketing will be taken across mediums and the intention is to create the right kind of buzz around it and make it a coveted and exclusive event. Anand is clear that the primary objective of the initiative is not to have a great television property alone but to have an event that is revered in the entertainment and glam circles. In the process, the intention is for the Awards to maintain a premium and aspirational look in all ground executions and marketing communications.
He explained that this was the next leg as Zoom was unfolding its marketing strategy to being an authority in the glamour and lifestyle space. He said, “When someone asks me ‘Why not earlier’, my reply is ‘How can you pass a judgment on something that hasn’t established itself?’ Today we are invited to every party, people give us innumerable calls to be on our shows like ‘Page 3’ and feedback like this is an excellent measurement of where we stand in the industry today. Going by that, this is the right time for these Awards.”
An official media communiqué stated, “These Awards are for the stylish stalwarts in the society. Going beyond an individual’s work in his or her functional area, we will focus on the individual’s style and attitude. We aim to establish the Zoom Glam Awards as an aspirational property for the Indian glam circuit – they will be the final word on who’s hot and who’s not / what’s in and what’s out.”
The Zoom Glam Awards will be rewarded in the areas of fashion, music, business and politics, among other categories.