ZEE5 has good chance to create a quick impact in global markets: Archana Anand

The Chief Business Officer, ZEE5 Global on the new global campaign 'Dil Se Desi,' and how it's using competitive pricing and tactical advertising to make a mark in the focus countries

by exchange4media Staff
Published - Nov 22, 2018 8:53 AM Updated: Nov 22, 2018 8:53 AM
Zee5Campaign

In less than two months of going live in 190 countries ZEE5, the OTT platform from ZEEL, launched its first global campaign ‘Dil se Desi’, to mark its entry into the international market.

The campaign, crafted by Publicis Capital will be rolled out in a phased manner to target the South Asian audience who are present globally.  

Starting with APAC, Africa and MENA and very soon, in Europe, Canada and Caribbean, ZEE5 will go high decibel in its launch starting with television, social, PR and digital. It looks to spend in performance marketing after ‘a point in time.’

Speaking on investment Archana Anand, Chief Business Officer, Zee5 Global, confessed of cherry picking the countries since it’s global. She added, “Our marketing will be very tactical over there.” With all the bullish efforts ZEE5 ‘has a very good chance to create a quick impact and mark in global markets.

As a result, marketing will start simultaneously in APAC, Middle East and Africa markets followed by Europe, Canada, and Caribbean countries. Anand offered, “We have a huge focus on APAC. After soft launch we are seeing a huge uptake from those countries and select UAE countries without even starting our formal marketing.”

Anand mentions that ZEE’s content (TV shows such as ‘Sa Re Ga Ma Pa’ and ‘Kumkum Bhagya’) has helped that happen. Talking of formal marketing ZEE5 will start simultaneously in APAC, Middle East and Africa markets followed by Europe, Canada, and the Caribbean. It will also be aggressive in partnership with telecom companies.

Like India, they are using the "freemium" model for all the countries except in Europe. Anand also intends to use regional SVOD packs in APAC countries. She explained, “Regional SVOD packs has relevance in global markets. For example, Sri Lanka, Malaysia, and Singapore we will have Tamil packs; for UAE Malayalam pack makes a lot of sense. For Bangladesh, Bangla pack makes a lot of sense. Hence we will tactically create these packs specific to different countries.” When asked about creating original content for those countries, Anand mentioned of looking into that as well. ZEE5’s subscription rate is varied given its presence in 190 countries. From $2 it goes all the way to $10, $7-8 being average, Anand informed.

“Our pricing is very competitive in terms of both the competition and our linear offerings, across all markets. You will find us everywhere relative to competition,” she insisted.

On its networks across the globe, the campaign ‘Dil Se Desi’ will be carried out around the year. After that, ZEE5 is launching two more, campaigns one specifically for the audience in Bangladesh and another for the Pakistani audience. “We will roll that out in the next month. It’s evident we want to create impact in key demographics,” Anand signed off.

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