MUMBAI: Zee Marathi has launched a one-of-its-kind weekly print offering – Zee Marathi Disha across 130 towns of Maharashtra. The launch campaign has been conceptualised and executed by Publicis India.
The campaign comprises two films, both deeply rooted in the brand thought, with print & outdoor working as support mediums to the campaign thought.
The 44 page Marathi newspaper is curated to appeal to every member of the family with genres like current affairs, business, health, entertainment, technology and kids. It is this appeal that is encapsulated in the brand thought of Zee Marathi Disha, ‘Panopani nava, pratyekala hava’.
DNA & Zee Marathi Disha CEO Sanjeev Garg says, “There was a clear opportunity to create a vibrant and premium newspaper that was an aggregator for the whole family. The market looks for brands that they can trust in the era of fake news. The brand will resonate with the values, ambition and the mindset of every Maharashtrian household. It was about time that we had differentiated yet extremely relevant content that was served to the readers in Maharashtra and we readily accepted the challenge. The clutter-busting approach of adopting an all family inclusive newspaper as opposed to the traditional segmentation helps in getting families together through the product.”
Publicis India COO Paritosh Srivastava adds, “Our main task was to develop a sharp brand thought and launch communication that differentiates Zee Marathi Disha in the category. Given that this weekly newspaper will hit stands every Saturday and offers content across a plethora of genres, we pegged our campaign on the idea of Zee Marathi being a family favourite for weekend leisure reading.”
Publicis India MD and CCO South Asia Bobby Pawar mentions, “The task was to establish Zee Marathi Disha as a weekly newspaper for every member of the family, from a kid to the elderly. So we decided to take a light-hearted approach that would appeal to every family member. The communication also manages to establish the name 'Disha' in a memorable way and make it a sought-after newspaper for our Marathi speaking audience.”
