MUMBAI: Taking the concept of roadblock advertising one step ahead, Zing, the Bollywood channel from the Zee Entertainment Enterprises Ltd (Zeel) stable, has worked out an innovative brand integration with one of its key advertisers for a duration of three weeks.

Zing has integrated the popular toiletries brand Lux in its channel identity, logo, menu cards and its morning songs programme, Chillax Mornings.

Zing is doing this roadblock for Lux Lotus and Cream, a new soap from the toiletries manufacturer, till Diwali.

Zing has redone its colour scheme from a red and white combination to the purple and cream one that Lux is using for this new soap. All the peripherals of the channel packaging reflect the same.