Zindagi creates new 'premium mass' category for advertisers

ZEEL has launched an advertising package which will guarantee sponsors a differentiated Hindi entertainment channel and allow brands to reach premium mass target group

e4m by exchange4media Staff
Published: Jul 9, 2014 6:09 PM  | 5 min read
Zindagi creates new 'premium mass' category for advertisers

Zindagi, the recently launched premium mass Hindi entertainment channel from Zee Entertainment Enterprises Ltd (ZEEL), has launched an advertising package which will guarantee sponsors a differentiated Hindi entertainment channel from the current ones available. Shows airing on Zindagi have been primarily picked up from Pakistan in the first phase and this is the first time, the Indian audiences have an official platform that airs content from across the borders. Its brand partners include Ask Me, Fogg and Adani Wilmar.

The shows are based on renowned and award winning novels and the same novelists have written the television adaptations. Scripted to be finite plots, these stories are first polished and then shot, unlike the Indian daily soap dramas. Each series, of an average of 20-25 episodes, are also shot in real life locations across the world, as opposed to closed studio sets. Moreover, every show has its own original soundtrack with music composed by well-known musicians like Rahat Fateh Ali Khan, Abida Parveen and others. These shows do not follow the 22 minutes formats and are aired 7 days a week, every day Monday to Sunday. With such unique features, Zindagi has created a compelling proposition by bringing a new category of the ‘premium mass’ audience together. This segment of audience looks for exceptional shows with relatable content and Zindagi is a common platform that will cater to their needs.  Brands that wish to target this segment have the opportunity now to reach out to their core target group such as people with progressive mindsets. The channel proposition ‘Jodey Dilon Ko’ is based on the fact that even if people across the globe are culturally different, the stories of their lives are universal.

Just like in-depth research was conducted across cities in India to understand the consumer, extensive demographic profiling has been done for advertisers to give them an opportunity to increase customer engagement.

Priyanka Datta, Business Head, Zindagi, says, "Both segments, mass and premium, co-exist. We have to fire the viewer's imagination by launching shows that would break the monotony that currently exists in GECs. There is an increased demand for a differentiated offering and with Zindagi, we want to set a benchmark. Whether it’s the viewer, distributor or the advertiser, convincing them to shell out cash is another challenge. We have spent time in reiterating the uniqueness of Zindagi, the immaculate and finite content from perfect script to talented actors, and of course, when they experienced the shows, they realized its worth. The aggressive 360 degree marketing campaign for Zindagi rolled out across India being the first national Hindi entertainment channel is seeing a lot of traction across Sec A & B from smaller towns and metros. One glance at the offerings at primetime is providing the perfect backdrop for the category's growth.”

Ashish Sehgal, Chief Sales Officer, ZEEL says, “We have strong relationships with the leaders in the advertising fraternity and have given them access to a wide and engaged audience across channels in our bouquet. Driving audience to a category creator like Zindagi has been very challenging. It is all about creating superlative content to get an audience large enough to attract the right mix of advertisers. We needed to create unique and compelling content at a different price point to traditional TV and Zindagi is the only entertainment channel that is a class apart. Our motto is to maximize reach, engagement and ROI. Zindagi is the one-stop platform that enables an advertiser to reach their right audience. Targeting the right mix of advertisers for Zindagi has led us to work with top brands, the ones that care about their brand value. It’s premium-priced and we give them the guarantee that they reach the audience they intended to reach. The cost per engagement may be high, but the net return is better for the brand.”

Adding on to this,  Rahul Sharma, National Sales Head, Zindagi, says, “The question has always been about whether any new launch has reached the right audiences rather than whether they have reached the most number of people. Just as viewers and distributors in India were paying close attention to the launch of Zindagi on 23rd June, advertisers too are buying access to that same attention. Zindagi, with its unique show line up and proposition has given way to creating a premium mass category. And, the call for some brands is quality rather than quantity. We have partnered with India’s leading brands like Ask Me, Fogg, Adani Group and Hindustan Unilever.”

Commenting on their association with Zindagi,  Manish Iyer, Head, Marketing & Strategy, Adani Wilmar says, “Zee has always been a media partner in our journey since inception in taking our brand where it is.  It is a long journey but mutually beneficial and hope it continues. Zindagi, positioned differently in the GEC segment, should cater to a new set of audiences who are looking for refreshing content in a different format. We are confident that Zindagi being a category creator will help us reach our target audience. We wish Zindagi all the best.”

Manav Sethi, Vice President, Digital Business & Marketing, Getit Infomedia (askme.com) says, “Zee is known to create value through a constellation of affiliated brands and products that form a sort of lifestyle web for their customers. Zindagi offers differentiated content packaged with emotions that¹s been in every Indian¹s heart in some form or other. This value proposition excited us when we got the opportunity to associate even before the launch of the channel. We saw it as an opportunity to introduce AskMe to new set of customers. We wish Zindagi and Zee huge success.”

The new channel will engage and interact with its audience through handpicked shows from across the border such as Zindagi Gulzar Hai, Aunn Zara, Kaash Main Teri Beti Na Hoti and Kitni Girhain Baaki Hain.

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