Case Study: How Zee Studios gave a tribute to the beautiful language on Hindi Diwas

The case study explores how the power of a language unites and evokes true emotions through their emphatic dialogues and songs

e4m by exchange4media Staff
Updated: Sep 29, 2020 6:07 PM
Zee studios

Zee Studios’ campaign for Hindi Diwas leveraged social media platforms to highlight the legacy of this rich language through the recollection of some of the finest gems of Hindi Cinema.

This case study explores how the power of a language unites and evokes true emotions through their emphatic dialogues and songs.

Category Introduction

With theatres being closed for more than 6 months, for now, the audience has started to miss going to the theatres to enjoy the latest releases. The feeling of experiencing a mass entertainer is an unmatched one, as it not just an enticing activity, but a communal affair as well. On the contrary, with so much consumption of social media in English or Hinglish language, there is a dearth of consumption of social media content created in the Devanagari script.

Brand Introduction
Zee Studios is one of India’s leading movie production houses, that always pushes the envelope to bring newer, engaging stories to entertain their audience. Ever since its inception, keeping consumer interests at its core, Zee Studios has consistently set new trends for the industry to follow. Stories like Mom, Parmanu and Qarib Qarib Singlle has received critical acclaim, while movies like Rustom, Secret Superstar and Dhadak has secured a very special place in the hearts of people ranging across demographics.

Since there is a lack of social media content that is created, curated and published in Hindi, Zee Studios decided to engage their audience in a language that is spoken by 425 million people in our country. They did that by relaunching the posters of their top films in Hindi, along with posting some UGC around some of the most iconic Hindi dialogues of those films, with a twist.

Problem Statement/ Objective
The campaign by Zee Studios was aimed to appreciate the beauty of the language and how deeply it is enrooted in our entertainment-consuming habits. Leveraging the star power of the talented actors and the gripping, enthralling pieces of cinema, the brand changed its language of communication for a day across platforms and interacted with their audience in Hindi, to pay homage to this beautiful language on the occasion of Hindi Diwas.

Being one of the top producers of Hindi films, Zee Studios decided to create a campaign that highlights the significance of the language in our rich history of cinema.
Since popular Hindi dialogues and songs occupy maximum share in our pop culture, Zee Studios identified the best of the lot to celebrate Hindi Diwas.

Creative Idea
One of the driving forces behind this campaign was to refurbish the influence of Hindi in the entertainment industry. Keeping that in mind, the tone of the conversation and the primary communication was kept in Hindi, to dumbbell down the effect and even reach the audience, which likes to engage and communicate in Hindi. The display pictures, cover photos, username and even bio and description of the account were changed to Hindi for a day, to give a hint to the audience as to what to expect on 14th September 2020.

One of the prominent challenges that came across was the duration of the campaign. Unlike others, this was to last only for a day. Therefore, Zee Studios had very less time to introduce the concept to its audience and create an experience for them. Another challenge was that since Hindi Diwas isn’t one of the marquee dates to create a campaign, it was uncharted territory as there were few to none references to get inspired from.

A day prior to Hindi Diwas, a teaser was launched emphasizing the numbers on the clock turn to Devanagari as soon as the clock hits 12am giving a gist of us gearing up for this day! CTA was to tune in to the social pages at 12 to witness what was in store followed by a revamp in the page from English to Hindi

Furthermore, the brand took it up to creating a 9 grid post on their Instagram feed showcasing the timeline of their films. These posts when seen on the feed formed the words हदं दवस

To top it up, the brand had some engagement driven content to keep their audience engaged to the campaign. A series of instagram stories were launched using the Ask me feature where our audience were asked to translate the famous dialogues of Zee Studios films from English to Hindi.

The campaign was highly successful and received great engagement from the audience.

The campaign reach has been over 200K across platforms and has managed to have an impact that was the need of the hour.

Talking about the initiative, Neeraj Joshi, Marketing Head - Zee Studios, said, "The idea was to make Hindi 'cool' through pop culture which, in turn, is strongly influenced by cinema in this country. Bollywood and its audiences largely think and speak Hindi but we believed adding a layer of Devnagri text to our visual communications would be a great way to celebrate the language.

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