Zee Network takes to outdoors for UK campaign

LONDON: In a major awareness drive, Zee TV UK has launched an outdoor advertising blitzkrieg in London. Zee is advertising on buses, underground and billboards all round the British capital.



The advertisements on buses in various Boroughs in London like Hillingdon and Ealing have been welcomed by the Indian community, an official release states. "It's always nice to see your favourite channel on the bus you are travelling in." Jasvir Karman, a resident of the Hillindon Borough area was quoted as saying.

"Anyway you look at it, we are no.1." goes one advertisement. "ZEE TV, viewing that is out of this world" says another.

Ads have been positioned on London's famous tube as well as on billboards on North Circular Road, Staples Corner, Harrow and other places.

Over 200 tube stations, 50 buses and 40 billboard sites were booked by Zee in January. After going through a number of presentations from various advertising agencies, Pendulum by Design was chosen for presenting some "original creative work".

"Our new advertising campaign is a marked shift from our old strategies and the idea behind that was to target those Asians who we miss out on our press advertising. We basically took a gamble but such has been the response that we will soon we will be focussing on other cities in the UK in a similar manner," says Govind Shahi, head of marketing, Zee Network, Europe. "We have even received positive feedback from non Asians too," he adds.

Zee Network, UK, now in its eighth year, is the largest Asian television network with four entertaining channels - Zee TV, Zee Music, Zee Cinema and Alpha etc Punjabi. The network has also done promotions through its community programmes.

In London mayor Ken Livingston's new campaign to promote multiculturalism in Britain, Zee TV is the only Asian channel given a mention, the release says.

Zee TV also sponsored Adnan Sami's concerts in seven venues in Britain.

Still, it is the advertising campaign on buses, billboards and underground that is being most talked about.

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