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ZEE5 goes all out to spread the word

27-February-2018
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ZEE5 goes all out to spread the word

zee-entertainment-enterprises_1328.html">Zee Entertainment Enterprises Ltd (ZEEL) is working round the clock to spread the word for its latest digital platform ZEE5. After its launch on February 14, the platform went all out on outdoor and print across the country. Post this (after 10 days), it will go full throttle with their 360-degree-marketing campaign touching upon social media, digital, radio and television. Archana Anand, Digital Head, ZEE5 India explains, “The idea is to let it settle because it’s a new app. You will see the full-fledged campaign shortly."

For the launch it especially came out with a multilingual brand anthem which was directed by ‘Dangal’ director Nitesh Tiwari and composed by Amit Trivedi. Two versions of the anthem have been created to cater to the nuances of the north and south market. Anand shared that both have received good response. She shares, “The trouble that Zee has taken to connect with the South is being appreciated.”
There will be emphasis on radio with the anthem and content ads played across all the top radio stations. She adds, "On radio, we are trying to bring in the content element that will give full sense of the content to reiterate our offering. It will give consumers a great sense of what they can find on ZEE5.” 

Anand ensures they are reaching out to regional market by tapping on the radio and regional papers. “We are not restricting ourselves to just English dailies. Even on Facebook we are doing a lot of language-oriented content.”
From the efforts it's evident that they are not going to shy away from spending. Without disclosing the figure, Anand gives us an estimate of the media spends. "In shortest time you will be aware of how huge it is. We are aware of how much everyone is spending in the market and we are not going to hold back.” 

Considering that 360-degree is yet to start off, the response to the app so far has been ‘very’ positive. Anand points out, “We finally have an OTT that goes beyond the urban niche audience and has content that everyone can relate to. It has received fabulous uptake from people. Promotion will go on for a month.

Anand also mentioned that their anthem also happens to be running for an award, details of which she refrained from sharing. 
ZEE5 has chosen freemium pricing model offering both free and paid premium content. At a special launch price of Rs 99 instead of the actual Rs 150 per month, the consumer will avail 1,00,000 hours of on-demand content including originals, digital first, Indian international movies and TV shows, music, health and lifestyle content and erstwhile content under Zindagi.

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