How brands are leveraging OTT platform ZEE5 to enhance engagement

We take a look at campaigns that have had a successful run on ZEE5

e4m by Shikha Paliwal
Updated: Nov 8, 2019 7:03 PM

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Zee5 logo

Advertising on digital platforms offers diverse and innovative use of the medium to push brand engagement. If you thought only social media could be leveraged to hyper personalize and use interactive formats to engage with consumers, well think again, even OTT platforms are using influencers and stories on their Ad suite to partner with brands across their popular shows.

To better understand brand associations on AVoD platforms exchange4media profiled ZEE5 to get a sense of the innovative ways OTT platforms engage with its viewers through influencer marketing, social, hosted content, in-show brand integration, content marketing, sponsorships and more. The OTT platform has four active ad suite stacks like Ampli5, Ad Vault, Infonomix and their latest offering PLAY5.

Elaborating on how as the country's fastest-growing ConTech brand, they will continue to invest in adtech, Taranjeet Singh, Chief Revenue Officer and Business Head, ZEE5 India said, “In less than a month's time since the launch of ZEE5's specially curated Ad-suite, we are overwhelmed with the strong response that we have received from the brands/partners seeking more information on the solutions offered.” Here is a look at some of their successful campaigns.

Dettol

Influencer Marketing

The campaign for Dettol on ran for 23 days in June.

The target audience the HSM Market, Female – 15 to 40 years

Commitment: 3.5 mn video views

Campaign Details: Created a shoot based influencer marketing vignette for Dettol using famous Zee protagonists across regions. The video was run as inventory in the brand’s TG and other priority markets.

Impressions Achieved: 5.82+ million

Vivo

Branded Video: Independence Day

Campaign: ‘Hum Hai India’

The Brief: Create content by associating with Independence Day to increase brand loyalty and to be perceived as an Indian brand.

Impressions Achieved: 46 million

Asian Paints

Influencer Marketing: Bhabhiji Ghar Par Hai Cast

The Aim: Create an impactful influencer video keeping in line with the Tractor Emulsion Shyne and Ace Shyne’s campaign of ‘Andar bhi Shine, Baahar bhi Shine’. The campaign was developed, keeping in mind that the consumers in smaller towns look forward to maintaining their homes with a shine and long-lasting paint that is often conveyed as their mark in the society.

Solution: Keeping in mind that the brand wanted to reach out to smaller towns, protagonists from the lead show Bhabhiji Ghar Par Hain were roped in and a narrative similar to the brand TVC was created.

Ching’s Secret

Host Branded

Content Campaign Duration was 13 days in June

Targeting: ZEE5 Audience – PAN India

The Ching’s Movie was hosted as branded content within the ZEE5 universe and by leveraging the platform strength and the audience, over 40 million impressions were delivered in just 7 days.

Colgate

Content Marketing: Dadagiri Season 8

The Brief: To amplify Colgate’s Smile Karo Aur Shuru Ho Jao campaign through content association. The brand wanted to create an impact, by not just sponsoring the content but actually creating an emotional connect with the audiences where it can relate to real-life moments of a consumer’s life.

Solution: Video profiles of social workers were created and featured on Dadagiri season 8. The core idea was to be able to support the cause these people have been working on & create awareness for their work. The videos captured how a smile was symbolic of hope, courage, confidence, and optimism for them when they were faced with challenges. The essence of the campaign Smile Karo Aur Shuru Ho Jaao remained at the core of it.

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