Top Story

Home >> Industry-Briefing >> Article

Zee TV puts spotlight on Triple Talaq, launches new show 'Ishq Subhan Allah'

11-April-2018
Font Size   16
Zee TV puts spotlight on Triple Talaq, launches new show 'Ishq Subhan Allah'

Sending out a strong message of gender equality and demanding that Muslim women have an equal say in the eventuality that their marriage should reach the stage of divorce, Zee TV launched Ishq Subhan Allah, a show that not only puts the spotlight on Triple Talaaq but contrasts the different schools of thought that interpret the same religion very differently. While the show received a stellar opening and grabbed audience attention,

Ishq Subhan Allah gave its leading lady – the young Zara Siddiqui an opportunity to voice her opinions – not as just another TV show character but a lay person with a YouTube channel of her own, asking the nation to pay heed to her requests about the unjustness of the Triple Talaaq system.

Zee TV launched Galat Galat Galat’, a marketing campaign which drives conversations across the country about the misinterpretations of Islam, the callous misuse of Triple Talaaq and urges audiences to re-examine their own perspective on religion and bring an element of rationality to the way they understand and apply religion to their lives. The campaign is a reflection of Zara’s quest for religion 2.0 – one wherein we interpret religious teachings in order to move forward and grow in life.

As Ishq Subhan Allah mirrors the collective voice of the Indian society, this extensive marketing campaign is creating awareness about Zara’s nazariya, which resonates strongly with a large segment of the Muslim community. While ATL activities like OOH, print inserts in Urdu publications, radio spots and aggressive outreach across TV channels, in markets like Mumbai, Delhi, Uttar Pradesh and Madhya Pradesh communicate Zara’s nazariya through hard-hitting creatives, a subtler social media strategy has been gaining prominence amongst the online community.

On YouTube, Facebook and Twitter, a specially created profile for Zara Siddiqui has been sharing stories about her point of view and interpretation of Islam derived from the Holy Quran. The videos posted on these social media accounts have been raising pertinent questions aimed at provoking the viewers’ thought processes while driving conversations about the Triple Talaaq custom. Zara’s videos on her YouTube channel have received a thunderous response, with many influencers resonating with her ideologies and applauding her efforts at raising a voice against age-old practices, leading her to trend on Twitter for more than 4 hours at a stretch!

Deepak Rajadhyaksha, Deputy Business Head, Zee TV said, “Innovation in outreach has been the key to our marketing strategy. Be it Kaleerein’s #ChangeHerNot campaign, AapKe Aa Jaane Se’s Licence to Love campaign or the most recent Zara Ka Nazariya outreach for IshqSubhan Allah, we have supported our on-air narratives by a strong viewer engagement and outreach program which drives home the true message deeply embedded in our storytelling. While conversations around the custom of Triple Talaaq are gaining momentum across the country, we have an outspoken and modern Zara who, in her own simplistic ways, asks questions that spark curiosity and nudge viewers to question belief systems which have existed for generations. A simple question like ‘Why can’t a woman have a say in annulling a marriage if her assent is important in sealing the marriage?’ puts the focus on pertinent issues like gender equality within the Muslim community. Our campaign strives to encourage many women like Zara to question norms, take charge of their destiny and curate a future of their own making. The feedback that the Zara Ka Nazariya campaign has been receiving is very encouraging and it tells us that we are on the right path towards raising a voice and prompting change.”

Ishq Subhan Allah is the story of Lucknow-based Kabeer (Adnan Khan) and Zara (Eisha Singh), both devout followers of Islam, whose different interpretations of the Holy Quran becomes a bone of contention between the two. While Kabeer, a young Maulvi, is more traditional and orthodox in his understanding of the religion, Zara is well-educated and questions belief by way of logic. While their contrasting ideologies has been the cause of some friction, a turn of events sees Kabeer and Zara getting married through a traditional niqaah ceremony, but a roadblock soon approaches their lives as Zara demands equality in the Triple Talaaq system deeming one-sided annulment as unjust. Will her voice be heard?

Soon after Zee TV’s brand refresh campaign announcing its core philosophy AajLikhengeKal which instantly struck a chord with its heartwarming films, each of the channel’s subsequent campaigns building each of its new offerings – be it #LicenceToLove promoting Aapke Aa Jane Se, #ChangeHerNot for Kaleerein or ‘Zara Ka Nazariya’ for Ishq Subah Allah – have resonated beautifully with the Indian middle class, an indicator of Zee TV’s hold on the pulse of its audience.

Tags Zee TV Ishq Subhan Allah Galat Galat Galat Campaign

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Bharti-Airtel issued a statement claiming the apex court dismissed Jio’s petition granting Airtel a partial reprieve over its IPL advertising campaign

Hareesh Tibrewala explains how Block Chain technology can help monetize your digital footprint, as per your own rules, instead of a 3rd party doing it

Kavinder Singh talks about the brand’s advertising and marketing strategy and tells us how it has has played an integral role in the rise in its standalone net profit to Rs 38.55 crore