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Zee Khana Khazana rolls out its first campaign ‘Kal kya banaoon?’

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MUMBAI: Zee Khana Khazana is launching its new ad campaign aiming to reinforce its positioning through its tagline ‘Ab Khana Sawal Nahi, Lajawab Hai!’

Titled ‘Kal kya banaoon?’ the thought behind the TVC captures the mindset of every housewife, which is full of questions when it comes to making the everyday meal. The TVC shows a day in the life of a housewife who battles with the question ‘kal kya Banaoon’ all day, without getting an answer from anyone. Finally, she finds the answer in her own living room, with Zee Khana Khazana.

Mansi Parekh will be seen as portraying the role of the worried Indian housewife, with ‘kal kya banaoon’ thought always on her mind.

In the first phase the TVC will be available on DTH platforms, Digital and Social media and across Zee network channels. The ad film has been created by Scarecrow Communications.

Zee Khana Khazana business head Amit Nair told Indiantelevision.com that the channel plans to continue to spend about 20 per cent of its marketing budget on digital media. “Brand activations, TV and Digital are the key mediums we will rely on. As it’s a niche channel with a focused target audience, the concentration is more on women specific radio time bands and integrations, digital advertising on women specific portals, concentration on social media and onground activations in a big way.”

The ad will also travel to Multiplexes and other networks in the second phase. Zee Khana Khazana is currently available at Rs 30 per month on Dish TV, Videocon D2h and on digital cable. It will soon be available on other DTH platforms, the company said.

On digital, the channel had done brand campaigns on the top ad networks and Google, YouTube.

Talking about BTL activities Nair said, “We just concluded the four city BTL activity called Super cook that had a grand finale at Inorbit Malad on the 29 March. Through this activity winners in the four cities will get a chance to come onto our show ‘Ab Har Koi Chef’ and cook with our super chef ‘Chef Jolly Singh’. We are also planning to concentrate a lot on BTL activations like contest and workshops in malls, special workshop for women in societies, tie ups with different events conducted by parallel brands etc in the future.”

The ads will be running the TVC across the network on all national channels excluding regional ones. The channel will also air the TVC on the HD channel of Zee and Zee Cinema.

The TVC is directed by Radhakrishna Jagarlamudi. Meanwhile, it is produced by Satish Fenn of Ever After.

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