Top Story

e4m_logo.png

Home >> Media - TV >> Article

And now, a HUL ad roadblock on Zee Network

24-September-2009
Font Size   16
And now, a HUL ad roadblock on Zee Network

On September 17, 2009, Hindustan Unilever Ltd (HUL) had blocked the commercial airtime for the entire day across all STAR channels. Now on September 24, 2009, the corporate major is repeating the same with Zee Network. In the case of Zee Network, the activity would be seen across its 25 channels.

Readers would recall that the first brand to have experimented with a day long roadblock was Hutch (Vodafone). Following the brand’s rebranding to Vodafone, on September 21, 2007, 13 STAR India channels aired only Vodafone ads with various innovations in the content and advertising to keep the viewers engaged.

Two years later, the initiative is coming from HUL and with two leading networks. HUL’s Zee roadblock would be seen across channels such as Zee TV, Zee Cinema, Zee Marathi, Zee Bangla, Zee Kannada, Zee Telugu, Zee Studio, Zee Café, Zee Trendz, Zee Premiere, Zee Action, Zee Classic, Zee Smile, Zing, ETC Music, Zee Punjabi, ETC Punjabi, Jagran, Akaash Bangla, Ghantalu, 24 Taas, 24 Ghanta, Zee Talkies, Zee Sports and Zee Tamil.

In a prepared statement, Joy Chakraborty, Chief Revenue Officer, Zee Entertainment Enterprises Ltd, said, “It is great to have co-created an innovative value proposition with a high net worth client like Hindustan Unilever Ltd, which is not only well conceived and knitted together on a common theme, but it also exploits the full potential of all our channels through seamless execution. So, innovation in leveraging the scale and width of our reach plus a well thought out communication is sure to result in a holistic and engaging communication solution.”

Srikanth Srinivasamadhavan, GM, Media Services, Hindustan Unilever Ltd, had the same comment as he had at the time of the STAR India roadblock. He said, “We are pleased to be a part of an idea that will exclusively reach us to more than 100 million viewers in India at the same time throughout the day. It is innovative and is expected to bring stronger engagement with consumers.”

The official statement further said, “The channels will create special opportunities for HUL and showcase its various brands in an innovative manner like using Zee’s graphical packaging elements to highlight the brands of HUL. This will be a roadblock with a difference.”

Also read:

STAR India blocks all ad airtime across network for HUL brands for entire day today

Tags

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)