TSBI Bharat wins social media mandate for Zee Vajwa

Various content strategies were implemented to amplify the Marathi music channel.

MUMBAI: To leverage its Bharat-first approach, full service digital agency TheSmallBigIdea launched its regional offering TSBI Bharat back in November 2019. Further strengthening its existing portfolio, TSBI Bharat has bagged social media mandate for Zee’s first Marathi music channel, Zee Vajwa.

To complement its brand promise of “Zee Vajwa, Kshann Gaajwa”, TSBI Bharat with combined efforts from Zee Vajwa has solidified the channel’s regional presence with an aim to inspire the Marathi youth to live every moment to the fullest and invigorate the brand’s belief of “Kshann Zingaat Tar Life Zingaat.”

By setting in place a holistic marketing strategy to amplify everyday moments, the agency, with insights from the brand, created dynamic content by tactically releasing playlists with a pulse on the general mood of its viewers with morning playlist, work from home playlist, etc. The agency struck a chord with its target audience through visually appealing engagement centric content, quirky ORM responses, buzzworthy cross-brand interactions on Twitter and a launch activity with celebrity-driven content to popularise the brand amongst the Maharashtrian audience.

TheSmallBigIdea chief operating officer and co-founder Manish Solanki remarked, “The growth of regional music has seen a remarkable increase in the past couple of years. The significant response of the consumers for songs in regional languages, other than Hindi, has shown a marked shift in perception of music. To exemplify the cultural twang of Marathi music and bring it closer to its audience, we at TSBI are excited to be a part of this journey – bringing the cultural and regional essence of the Marathi language to our digital consumer.”

ZeeL chief consumer officer Prathyusha Agarwal  said, “At Zee, we are obsessed with creating content brands that bring alive the cultural vibrancy of a region in its truest form. With Zee Vajwa launching in the midst of a pandemic, our digital strategy had to deliver much beyond just awareness and ensure that our promise of amplifying everyday moments into a mahaul was effectively communicated through a unique and immersive brand experience. TSBI Bharat with their strong regional and medium understanding kept our viewers enthused and engaged throughout the launch, making us the reach leaders in the category in just three weeks of launch.”

In addition to this, the agency also curated stickers and GIFs using the popular Marathi dialect and words which amassed the brand’s Giphy page with a stupendous 192K organic views in a span of 10 days. The GIFs were utilised in the form of ORM responses and reactions to the trending IPL moments. By collaborating with popular artists, the agency conceptualised a #FullToVajwa challenge for the launch party which successfully garnered 3.4 million plus views.

With the launch of TSBI Bharat initiative last year, the agency has not only spread its wings to orchestrate campaigns in Bhojpuri, Punjabi, Marathi, and Malayalam but also strengthened its hold on the entertainment sector with a local touch.

Latest Reads
GUEST COLUMN: How video marketing drives maximum conversions

The rapid growth of TikTok globally, as well as Instagram releasing ‘Reels’ over the last couple of years, is a testament to the rise in video consumption, with users preferring to watch short video clips on their mobile devices.

MAM Marketing MAM
GUEST COLUMN: Mobile marketing trends that’ll pave way for OTT boom in 2022

The OTT sector in India has emerged just like a Bollywood hero — their entry is always late but highly anticipated, sweeping away everyone’s heart and attention. Similarly, the sector that was once considered stagnant with very low penetration across different regions and markets has today become...

MAM Marketing MAM
ACC launches 'Leave Behind No Waste' campaign with BCCI for Ind-NZ series

ACC Ltd has partnered with the Board of Control for Cricket in India (BCCI) to take on the onus of collecting and managing waste, during the first India vs New Zealand test series match which was held on 25 November at Kanpur’s Green Park Stadium.

MAM Marketing MAM
McDonald’s India says '25 years of lovin it' on its 25th anniversary

From birthday parties to first salary treats, from getting together with family and friends over meals to all occasions big or small, McDonald’s has been a part of Indian customers’ lives for the last 25 years. To celebrate this important milestone, McDonald’s India - North & East has launched...

MAM Marketing MAM
Koo co-founder Mayank Bidawatka on breaking the language barrier for social media users

Mumbai: Having launched at the outset of the pandemic, home-grown multi-lingual micro-blogging platform, Koo has already garnered over fifteen million users in a short span of twenty months. Pitched as India’s alternative to the US microblogging platform Twitter, the app allows its users to express...

MAM Media and Advertising Ad Campaigns
53% online shoppers favour social commerce owing to affordability, transparency & convenience: Report

The combination of social media with digital commerce is seeing huge growth in India considering the benefit it brings to customers as well as businesses.

MAM Marketing MAM
Flipkart launches ‘India Ka Fashion Capital’ campaign with Ranbir Kapoor & Alia Bhatt

Mumbai: Homegrown e-commerce marketplace Flipkart has launched the ninth edition of its ‘India Ka Fashion Capital’ campaign in a new avatar, featuring Bollywood’s It couple Ranbir Kapoor and Alia Bhatt. Conceptualised in collaboration with McCann World group, the campaign encourages customers to...

MAM Media and Advertising Ad Campaigns
Amazon, Asian Paints & Tata Tea emerge as ‘Most Purposeful Brands’: Kantar report

Data insights and consulting company Kantar has released the 2021 edition of its annual BrandZ India report that unveils the year’s ‘Most Purposeful Brands’ in India. Amazon, Asian Paints, and Tata Tea emerged as the most purposeful leaders in India across technology, non-FMCG, and FMCG categories...

MAM Marketing Brands
MYBYK launches ‘Let’s Unlock’ campaign with comedian Manan Desai

Homegrown bicycle sharing service brand MYBYK is on a mission to make our cities liveable again by providing equitable and sustainable mobility to the masses.

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required