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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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