&TV refreshes brand philosophy with new campaign, new shows

The ‘Hai Khaas Har Andaaz’ campaign has been created by Lowe Lintas

e4m by exchange4media Staff
Updated: Sep 20, 2018 8:55 AM

&TV, the second general entertainment channel of Zee Entertainment Enterprises Ltd’s (ZEEL), has unveiled its new campaign, ‘Hai Khaas Har Andaaz’. The channel has also refreshed its show line-up.

‘Hai Khaas Har Andaaz’ has been created by Lowe Lintas and celebrates the “non-conformist mindset” of the new-age viewers.

On the occasion, Punit Misra, CEO, ZEEL - India Broadcast Business, looked back at the journey of &TV.

“Entertainment began in the real sense 25 years ago when Zee TV was born in October, 1992. Last year, we celebrated our 25th anniversary and we are very happy and proud that the journey we started with 90 crore Indians in 1992 has 1.2 billion people today. Last year, we announced are new identity-- extraordinary together-- and we are really happy to be continuing that journey as we share another new chapter in the history of our business. India has changed since 1992 and viewers have evolved,” said Misra.

He added, “&TV was conceptualised three years ago in 2015. The channel was born for the new-age and experimental Indian. As a viewer (then I was not a part of ZEEL), when I first saw the full-page ad for &TV, I realised how the channel created a very strong brand presence in a very-cluttered market. It immediately made an impact. With our unique brand point-of-view-led content creation approach, the &TV team has crafted stories and characters that &dians will fall in love with.”

New campaign
Sharing her thoughts on the brand film, Prathyusha Agarwal, CMO, ZEEL, said the network had been working on the content journey and a deep-dive was happening on how these &dians are different and want more. Brand & aims to disrupt the entertainment space with content that caters to the non-conformist &dian mindset.
“Our new brand campaign ‘Hai Khaas Har Andaaz’ is pegged on a simple premise-- today’s Indian is multi-dimensional in their thoughts, actions and aspirations, and seamlessly traverse between their many roles in life and excel in each. It’s truly an & and not an OR world for them as they add meaning to and fulfil every relationship, value themselves and their work, go beyond what society expects them to and actualise all their &s along the way. Through this campaign, we celebrate this ability of &dians to expand the canvas to accomplish their desires and the multiplicity of idea captures their diverse hues in full glory.”

Content strategy
The channel has announced a new line-up of shows for the coming months, starting off with the recently launched ‘Perfect Pati’.

Next up will be a live signing reality show for kids ‘Love Me India’ at 9pm on weekends. The show will bring together three musicians as judges -- Guru Randhawa, Himesh Reshammiya and Neha Bhasin-- along with four singers as zonal captains-- Abhijeet Sawant, Anusha Mani, Bhoomi Trivedi and Navraj Hans. Also widening its bouquet of fiction offerings, the channel will present a fantasy ‘Vikram Betaal Ki Rahasya Gaatha’.

According to Vishnu Shankar, Head, &TV, “As a channel, we have shows from all genres and we will keep experimenting with the content. With ‘Love Me India’, we are actually raising the bar. It will be a first-of-its-kind live kids reality show where we have given the power to the consumer.”

“&TV has a very good start. It had a very successful launch. We opened with 4.5 market share and we have touched 7.2. I have got this channel in a very good state. Now taking this forward, we need to up the game. That's how we come up with new brand thought. For every content, there has to be & factor.”

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