Zee5 unveils its new brand campaign 'Atrangi Dekho. Atrangi Raho'

‘Atrangi’ celebrates eccentricity of audience choices pertaining to their life decisions and content that they consume

e4m by exchange4media Staff
Published: Jun 3, 2020 7:53 PM  | 4 min read

ZEE5 has launched its new campaign for their ZEE5 Premium offering – “Atrangi Dekho. Atrangi Raho”. ‘Atrangi’ celebrates eccentricity of audience choices pertaining to their life decisions and content that they consume and as part of the campaign, ZEE5 acknowledges the persona and content choices that are unique to this new-age audience. ZEE5 through its wide-ranging, premium subscription-based content encourages the viewers to become Atrangi.
Today, content consumption is a driving factor in shaping up one’s identity and ability to connect to each other, either personally or professionally. The choices an aspiring youth makes to entertain themselves in the current digital era is also driven by the circle of influence, acceptance in peers, friends.
The campaign attempts to narrate the reality that, in an increasingly connected environment, where great ideas flow each minute, today all of us have access to a creatively charged world. A world where individuality and quirks are celebrated. And this change in mindset is a result of the vast spectrum of content we have. Gone are the days of the saying ‘you are what you eat’. Today, ‘you are what you watch’.
Providing some interesting numbers, the platform stated, "More than 50% of premium users consume Movies and Originals on ZEE5. There has been
80% Watch-time growth on connected devices in April 2020 vs Feb 2020, and
3X and 2.3X growth in Original consumption among females and males respectively vs last year."
"OTT Streamers and Bollywood buffs are the top two clusters followed by new age women stories," it stated.
Rahul Maroli, Senior Vice President and Head SVOD, ZEE5 India said, “India lives in their languages and ZEE5, through its bespoke and premium content offering in 12 Indian languages want to cater to all such audiences. Our new SVOD campaign ‘Atrangi Dekho. Atrangi Raho’, celebrates the very eccentric identity that an individual parades by challenging the status quo. As India’s Entertainment Super-app, we want to reimagine content by our unique storytelling approach which reflects the intrinsic fabric of our culture. We are thankful for all the love given to us by the audiences and we aim to enhance their content viewing experience as we move ahead in our journey to entertain India 24x7.”
Amit Akali, Managing Partner and CCO, What’s Your Problem, explains, “When it comes to content, there’s a certain consumer who’s the pioneer and influencer, the one who always looks for different, cooler, Atrangi content, finds it and then is followed by the others. He/She is Atrangi and one of the ways this Atranginess is expressed is through Atrangi content. Which they find in abundance on ZEE5, be it original shows like Rangbaaz, or cutting-edge movies, Hindi or the best of original regional content. They are the one who others admire and wonder how they are always ahead of the curve. That’s the consumer we wanted to celebrate by saying, “Atrangi dekho, Atrangi raho.” While executing the film it was important that we captured this inherent coolness or Atranginess in every possible way; the cast, the music, the writing, the attitude. That’s where Arun Gopalan and Storytellers did their magic, making every frame look beautiful and celebrating the Atranginess in it. Like every WYP campaign, there’s a full-fledged digital burst planned across platforms. The idea is also to tie up with people connected to the large Zee family, innovatively as influencers, to reach out to the Atrangi in all of us.”
The content we watch, the characters we identify with, the stories we live through, are a great factor in shaping up our identities. And the campaign encourages one to connect with these Atrangi stories on ZEE5 and encourage to be an Atrangi yourself.

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