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ZEE5 partners Publicis Capital for global launch

The brand will be handled by the agency’s Mumbai office

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MUMBAI: ZEE5, the digital entertainment platform from Zee Entertainment Enterprises Ltd (ZEEL), has partnered with Publicis Capital to help drive its global strategy.

One month into its soft launch in 190+ countries, ZEE5 has moved into an overdrive entrusting Publicis Capital with the mandate of driving its international communications, creative campaigns and digital initiatives. The brand will be handled by the agency’s Mumbai office.

ZEE5 offers the largest width and depth of multi-genre and multi -language content across 12 languages - English, Tamil, Hindi, Malayalam, Telugu, Kannada, Marathi, Bengali, Oriya, Bhojpuri, Gujarati and Punjabi. Available across platforms, ZEE5 comes packed with 100,000 hours of on-demand content, including Indian movies and TV shows, music, cine-plays and health and lifestyle videos along with a slew of exclusive originals, across 12 languages. It also has an extensive live TV offering with 60+ popular live TV channels.

All this and more is delivered on a platform that uses robust technology to deliver a superlative and highly personalised user experience with features like content and display language personalisation (across 12 and 11 languages respectively), voice search, download to watch offline option, HD quality video, adaptive bit rate streaming etc.

Commenting on the plans for the OTT platform, ZEE5 global chief business officer Archana Anand says, “The launch of ZEE5 globally has catapulted us into our next phase of growth and we needed a partner to help us quickly establish ourselves as the largest global platform for Indian language entertainment. Publicis specialises in transformative, effective and data-driven communication solutions, which is integral to our growth plans for ZEE5. Their data led strategic approach, strong creative framework and robust network will enable us to efficiently develop an integrated, universally resonant, and holistic brand identity globally and we are thrilled to partner with them.”

Publicis Worldwide (India) managing director Srija Chatterjee adds, “Clearly, OTT has become the entertainment buzzword across the world these past few years. Little wonder then that we’re so proud to be partnering with ZEE5 as a  leader brand and even more privileged to be entrusted with the challenging yet exciting responsibility of taking the brand global and making it the go-to destination for the South Asian diaspora and beyond. We are currently working on putting together an effective brand campaign, which through its distinct appeal will surely succeed in achieving the stated communication objective.”

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