Home >> Media-TV >> Article

Quick five with Akash Chawla on Zee’s digital push

05-October-2012
Font Size   16
Quick five with Akash Chawla on Zee’s digital push

To make the brand relevant to a larger audience, Zee TV’s marketing campaign for the show ‘Sa Re Ga Ma Pa 2012’ will focus largely on the digital platform. Channels today are increasingly focussing on the digital medium owing to its high reach and engagement quotient.

In conversation with exchange4media, Akash Chawla, Marketing Head, National Channels, ZEEL shares his perspective on the effectiveness of the digital medium for consumer connect, the focus area of Zee TV this year and how the television industry should look at the digital platform.

How is digital changing the way channels engage with their target audience?
The digital media is a marketing platform which enables effective engagement with the consumers and the target audience. I do not believe that digital is a network-driven phenomenon since today internet is consumed everywhere – starting from the metros to small towns – and hence has a high reach factor. This provides us with excellent opportunities to engage with our viewers in the internet space as well as through other medium such as computers, iPad, mobile, etc. All these prove how the digital media is instrumental in helping us communicate and engage a much broader audience base.

What percentage of your marketing budget is earmarked for digital? Recently Zee TV launched an extensive digital campaign for ‘Sa Re Ga Ma Pa 2012’? Please share details.
With time, there has been a significant evolution of activities on the digital space and how we operate. Our current spends on the digital platform ranges from 11 per cent to 15 per cent, which is a significant number. Earlier there used to be a microsite but today we have full blown campaigns aimed to drive conversations through all digital platforms. The ‘DID’ campaign was an extensive campaign which required a huge amount of work and saw half a million downloads. For ‘Sa Re Ga Ma Pa 2012’, we have developed interesting applications such as ‘Call & Sing App’, ‘Hot or Not’ app, etc. Our objective is to start from the number of half a million downloads and build on it in case of ‘Sa Re Ga Ma Pa 2012’.

Today music is everywhere – on the internet, smartphones, etc. It makes a lot of sense to use these platforms and connect with the listeners there and hence the launch of such an extensive digital campaign for ‘Sa Re Ga Ma Pa 2012’.

Could you highlight on some of the digital campaigns undertaken by the channel? What are Zee TV’s focus areas?

We had launched an extensive campaign for ‘DID’. Apart from that, we had undertaken an elaborate digital campaign for ‘Fear Files’ as well. The channel had earmarked 18 per cent on the digital spends for the same, since we needed to reach a category of audience who are not a part of the viewership of the channel because of the genre. For the promotion of the television premiere of ‘Agneepath’, a special Agneepath game had been designed for Facebook in addition to other activities on YouTube and Google. Zee TV had also created the virtual ‘Ram Mandir’ on its Facebook page for the promotion of ‘Ramayan’. The focus of the channel is on the online media and mobile platform since the last eight months. Our digital agency is Interactive Avenues and creative agency is Mobilox.

How important is the digital platform for a Hindi GE channel?
If a Hindi general entertainment channel claims that it does not consider the digital platform important, then it is living in the past. The world today has moved to computers, laptops, iPads and smartphones. There is a huge consumption of content on such platforms today and this is not limited to a certain segment anymore. Today everyone is on social media as well. Digital media today is one of the most effective medium to converse and connect with the target audience and is hence, is very important for channels today.

What is, in your view, the biggest problem with the way the television industry is looking at digital today?
It is very important to consider the fact that the activities planned for the off-air medium is not directly replicable on the digital medium and therefore, wouldn’t be the best approach to move forward. A static media is very different from an engagement media and hence, the ideas and the thoughts behind the same should also reflect a sense of individuality.

Tags Zee TV DID Sa Re Ga Ma Fear Files Ramayan Akash Chawla Synjini Nandi

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Open Magazine has terminated the services of Karl Mistry, General Manager (West) and issued a show-cause notice to associate publisher Pankaj Jayaswal. Both of them featured in the Cobrapost sting.

The ‘Effortless Style Gets Sportier!’ campaign focusses on the evolution of the existing communication of the product- ‘Effortlessly Stylish’ and fortifies it with the addition of a new flavor – ‘spor...

For the launch of its latest range of Beard Care essentials, Bombay Shaving Company has collaborated with Jam8 studio, a brainchild of esteemed music producer, Pritam Chakraborty.