Television

Zindagi campaign breaks the story-telling code

BENGALURU: Zindagi, a premium mass Hindi GEC from the bouquet of Zee Entertainment Enterprises (Zeel), kick-started its marketing campaign with brand films highlighting Zindagi’s channel proposition ‘Jodey Dilon Ko’.

 

The channel is upbeat about its pan-India launch. “Probably for the first time in the country, a Hindi channel launch is being announced in the south,” said Zeel marketing head (national channels) Akash Chawla in Bengaluru. “We have seen increase in consumption of Hindi entertainment content in the Hyderabad-Bengaluru-Chennai regions in recent times. The south is now an important market for Hindi content,” he added.

 

The channel has brought on board Askme.com and Fogg as brand partners. “Talks are on with other partners as well, and we are sure to have more brands tying up with us,” revealed a source at Zeel.

 

The marketing campaign created by FCB Ulka comprises two brand films directed by ‘Kai Po Che’ director Abhishek Kapoor. The objective behind the campaign is to showcase the similarities in different cultures and emotions despite the differences in language, attire and lifestyle of people across the borders.

 

FCB Ulka NCD KS Chakravarthy said, “The insight behind the whole campaign is as simple as it is powerful – we may come from different countries, different cultures, but our emotions, our joys, our triumphs are all surprisingly similar. And it is this simple human truth that the two launch television commercials capture in a simple, believable manner. The device of literally cutting mid-sentence from one protagonist to the other brings this alive in a vivid manner – and leads beautifully into the summing up thought for the channel, Jodey Dilon Ko.”

 

Director Abhishek Kapoor added, “My family traces its roots to pre-partition to Pakistan.  I grew up to stories of shared lives and times, subsequently lost to borders. Deep within, there was a heart-felt hope that this cultural legacy would one day find its way back, reunited. My association with Zindagi is a manifestation of this.”

 

Chawla said, “Zindagi’s brand proposition ‘Jodey Dilon Ko’ has been the key thought around every medium of communication. The storytelling possesses an ability to convey beauty and emotion in a way that no other medium can. The films also use language that is heartwarming with a story that is rich in human elements such that it inspires empathy, makes us think differently, appreciate something more, and understand something more thoroughly. Abhishek Kapoor and FCB Ulka have done a brilliant job of creating profound and touching films that clearly translate our vision on screen. It’s heartening to know that the freshness of this campaign has become the talking point everywhere. The TVCs exhibit our distinct promise of Zindagi being a category creator in the GEC space.”

 

Detailing the concept behind these films, Akash explained, “The narrative approach adopted in the storytelling begins with a ‘universal truth’ or situation that transcends culture or language. Also, the use of emotion conveyed in every situation portrayed in the brand films plays an important role as it captures the real emotion that we can trust. Viewers want to connect with their innate human nature. We believe that with Zindagi, we have something universally relatable, emotional and powerful to showcase and that is reflected in the films.”

 

The TV campaign is ably supported by its promotion in print, OOH and digital mediums.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/24/Untitled-1_1.jpg?itok=6E8Mzf3f
Sony Le Plex HD launches; destination for acclaimed & blockbuster movie titles

MUMBAI: Movie buffs are in for a treat as folks at Sony Pictures Network India (SPN) have come up with a premium fun hangout place for Hollywood film lovers. Called Sony Le Plex HD, the channel will be a house to not just from mainstream Hollywood movies but also acclaimed movies. With the brand...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/24/Untitled-1.jpg?itok=RpD-T-CL
UCWeb enters into strategic partnership with Colors TV

China based mobile browser company UCWeb has launched its new version in India with a strategic partnership with Viacom18’s Hindi GEC Colors TV for exclusive content.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/Untitled-1_35.jpg?itok=_c-EkWh1
Discovery brings new reality-drama series 'Hardcore Pawn'

Pawning is an old practice and pawn shops are a common phenomenon in the USA, where one can get quick and easy cash by pledging (loan) their personal belongings or selling their valuable items. Discovery’s new reality series HARDCORE PAWN takes viewers into the crazy and dynamic world of American...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/Untitled-1_17.jpg?itok=vZbblkwZ
&TV's The Voice India Kids gears up for Battles

&TV’s premiere singing reality show The Voice India Kids has gained immense popularity and fan following for its great talent, fun banter between the Coaches and superlative singing. The young voices introduced in BLIND audition have definitely lived up to the motto of “Size kum hai, par dum...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/Untitled-1.jpg?itok=jQeeFfSA
Music genre emerges top gainer in HSM: Chrome week 33

With a marked increase of 2 per cent, the music genre emerged as the top gainer in Chrome’s Opportunity to See (OTS) analysis for the Hindi speaking market (HSM).

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/THE%20NUT%20JOB.jpg?itok=BOlV9Nj6
Discovery kids presents the tv premiere of acclaimed animation movie 'the nut job'

Discovery Kids presents the hit animated movie - THE NUT JOB,in Hindi for the time on Indian television. The movie features the adventures of the mischievous squirrel named Surlyand his mute rat partner Buddy in the fictional town of Oakton City.

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/Arun-Thapar.jpg?itok=JO_E_HqM
A+E Networks|TV18 appoints Arun Thapar as executive vice president & head -content

A+E Networks|TV18 has appointed Arun Thapar as Executive Vice President & Head- Content. The announcement was made today by Avinash Kaul, Managing Director, A+E Networks | TV18 and President - Strategy, Product & Alliances - Network18 to whom Arun reports.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/22/Untitled-1_3.jpg?itok=BG2kE1Ga
TV producer Colosceum's new drive

MUMBAI: Lalit Sharma has one ambition that keeps him up all night, it's the drive to take his production house Colosceum Media into new vistas. The smiling soft-spoken bearded CEO whose charge has built up its reputation as a top notch producer of non-fiction and reality shows would like to balance...

Television Production House TV Commercial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/22/NDTV.jpg?itok=Xe4mZ0K9
NDTV wins 2007-2008 tax appeals case

Delhi-based news broadcaster the Prannoy Roy-headed NDTV has been caught up in a legal tangle with the income tax (IT) department for sometime. Last week, the income tax appellate tribunal (ITAT) ruled in its favour on tax matters related to assessment years 2007-2008 and 2008-2009.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories