Pitch CMO Summit 2020: UI is key to building brand story for TV biz: Prathyusha Agarwal

At the twelfth edition of the Summit, Agarwal shared valuable insights on brand building in her session titled 'ZEE - Weaving An Extraordinary Brand Story'

e4m by exchange4media Staff
Updated: Mar 3, 2020 5:52 PM
Prathyusha Agarwal

The Pitch CMO Summit 2020- Mumbai was held on February 28, 2020, at the Taj Santacruz. This year’s theme is ‘The Big Brand Story.’ Among the eminent speakers at the summit was Prathyusha Agarwal, Chief Consumer Officer (CCO) at ZEEL. In her session titled ZEE - Weaving An Extraordinary Brand Story, she engaged the audience, speaking about what it takes to build a brand.

“A brand is not just a logo,” she began. Citing the example of James Bond, she explained how the brand has thrived for over multiple eras. She spoke about how people identified brand Bond by his costume, gadgets and rituals. Agarwal also added how people expect a martini and a Bond girl when someone mentions James Bond.

Taking the example further, Agarwal spoke how brands are built in the entertainment business. The same principle people use to select books in a book store – based on author, character and trope – is also used in the case of the entertainment business, and in this case, ZEE.  

Speaking about the ZEE brand story, Agarwal said, “People look at the master brand and then navigate their choices. The top of the pyramid its ZEE master brand followed by SBU Brands (publisher brands) including ZEE TV, ZEE Music co., ZEE Studios and ZEE5 later followed by channel bands like ZEE Cinema, ZEE Punjabi, ZEE Marathi, ZEE Bioscope and in the end comes the content brand, which includes ZEE’s marquees properties and iconic characters.”

With these brands, how do you build a coherent story that connects them all? She said, “It all started with ‘Why?’ We said lets first define why we exist? We exist to give people an extraordinary time and stories. And if we need to give that extraordinary story, what we need to do that in a creative manner? That’s where extraordinary comes from,” said Agarwal.

She further added, “The whole brand promise is built upon on visual design, motion design and sonic design. People think UI and UX in digital but TV is the biggest UI and UX, people stay there for four hours and it takes efforts to make the audience stay.”

Likening brands to nests, Agarwal said that it takes “different “pieces from different places” to put a brand together. She spoke about the three key elements of a channel brand, which includes Channel UI (the whole design and packaging of the channel), Content Brands and Characters Heroes.

Agarwal breaks the myth that people come for the content. “The fact is that people out of habit looks for a destination. Over the period of time brands build the level of comfort with consumers and then they keep going back,” she added.

She further shared that it is important to deliver content in consumers’ own language and at ZEE they focus on understanding the soul of each Bharat.

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