ZEE and Helo App crafts in partnership

The partnership achieved multi-platform success


MUMBAI: Delivering on its promise of meeting brand objectives by  providing solutions with exceptional incremental value to its clients through a platform agnostic approach, the Content & Partnerships vertical of Zee Entertainment Enterprises  Ltd (ZEEL) has taken brand solutions to newer avenues. By keeping the platform with the single largest reach - Television at the core along with other mediums to further amplify  the message, an integrated campaign was curated with the social media app Helo on Zee TV’s dance reality show- Dance India Dance Season 7 that secured an exceptional reach of 35 M+.

Keeping the key purpose of providing innovative brand solutions on Television at its core, this pioneering initiative aims to offer exclusive multi-platform content programming running parallel to on-air content. The initiative will thereby enable its viewers to have an  immersive experience and generate personalized content.

A 360-degree promotional strategy was formulated by bringing exclusive and engaging  content from Dance India Dance’s latest season to Helo’s 50 M monthly active users. The campaign secured a cumulative reach of 35 M+ for its content from Dance India Dance. The show’s social media engagement increased to 725 M+ views, increasing the follower base  by 1.3 M+ followers. 

With 9.2 M+ interactions, Helo provided a platform for exclusive Dance India Dance  content to drive social native content and build better brand connect through 925M+ Hashtag views, 96M+ Video views, 9.2M+ interactions & 723K+ likes.

 Advertisement Revenue, ZEEL, Chief Growth Officer, Ashish Sehgal, commented “While Television remains a strong platform to  deliver value to our clients, ZEE aims to build an ecosystem wherein brands leverage multiple mediums to create content with us for audiences across platforms. Through this  partnership, we are highlighting our expertise of helping brands achieve an incremental reach with social-first native content, using our mediums for content marketing to amplify  their presence across platforms. We will continue to innovate and develop customized  platform-agnostic solutions for brands, which will achieve specific campaign objectives  focusing on organic engagement and delivering maximum reach, amplification and  community impact.”

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