Television

ZEEL partners with leading CPG brands for campaign #BanegiBaatSaathSaath

It partnered with Lowe Lintas and Publicis India for it.

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MUMBAI: Celebrating the spirit of solidarity and the joy of being back, Zee Entertainment Enterprises Ltd (ZEEL) has announced its content comeback via an innovative partnership with leading CPG brands. ZEEL collaborated with leading brands - Nestle Maggi, Amul Lassi, PepsiCo, Red Label, Cadbury Dairy Milk, ITC Dark Fantasy to gear up the nation for the 13 July, the date of its daily content comeback on Zee TV. Four other HSM channels, & TV (HGEC), Zee Marathi, Zee Yuva (MGEC) and Zee Punjabi (PGEC) are also making their daily content comeback on the same day.

With a massive outdoor teaser campaign, people took to social media channels wondering what the #13thkitTaiyyari was about. The banter between the brands on Twitter left people even more curious on why they should be stocking up for 13 July with many more brands and companies jumping into the fray building up the excitement for the D-Day. ZEEL has again brought together some of India’s most-loved brands in an extraordinary partnership celebrating the coming together of viewers, partners and fresh episodes with the promise, #BanegiBaatSaathSaath.

The #BanegiBaatSaathSaath promise has been rolled out across media and to all of ZEEL’s partners along with a film, which is an ode to the entire TV industry coming together to entertain its viewers. ZEEL strongly believes that the challenges we all faced in the first half of 2020 are just like a twist in the tale before the interval and when we all rally together we can achieve the impossible and create an extraordinary second half. 

ZEEL chief consumer officer Prathyusha Agarwal said, “With the resumption of production, we are excited to bring fresh content for our consumers. The last three months have caused a significant stir amongst the mood of the nation. People are increasingly investing time in entertainment to cope with the uncertainty prevailing around. TV has been the greatest common unifier and respite in this lockdown and as content creators, we acknowledge that it is a huge responsibility we carry. For us, understanding the pulse of our consumers and customers and delivering delight is an obsession, which is what we are attempting to do both with this campaign and in crafting all our stories for the second half 2020. The stories we bring will aim to uplift the mood of the nation and provide our viewers respite through all that they are going through. Zee has and will always stand by its viewers and all its partners and is looking forward to holding hands and turning on the light at the end of this tunnel and are confident that we will once again provide valuable experiences to our partners and viewers.”

ZEEL chief growth officer advertisement revenue Ashish Sehgal said, “With the resurgence of fresh dose of content, we would like to celebrate the spirit of camaraderie with all our stakeholders – cherished viewers and advertisers - to brighten and cheer up with engaging content. Brands will once again have the opportunity to resonate and pave their way into the minds of their consumers in this new environment. At ZEEL, we have not only seamlessly weaved stories for brands with relevant influencers and have been at the forefront in creating an integrated platform-agnostic solution for our advertisers/brands but ensured that they are part of our communication as well. This has led us to partner with our brands in unique ways and create value for them and #13kitaiyyari is another testimony to the power of partnerships, more importantly, brand partners are an integral part of the communication when we are reconnecting with our consumer.” 

The philosophy of Banegi Baat Saath Saath brought together viewers and partners in a one-of-a-kind initiative where we partnered with six leading brands and asked consumers to stock up and do #13thkiTaiyyari. In partnership with Publicis Worldwide India, the #13thkitaiyyari campaign panned out in two phases. The first phase created intrigue when six leading CPG brands asked people to stock up via billboards in Mumbai and Delhi that led to a high buzz on-ground as well as piqued curiosity on digital as everyone took to social media to figure what 13 July was about. It was later revealed that the brands had partnered with ZEEL asking consumers to stock up as they would serve as a perfect accompaniment to families watching all their favourite shows resuming on ZEEL channels.

Lowe Lintas CCO Sagar Kapoor said, “We want to reinforce the power of unity and remind everyone that if we come together we can conquer any barrier. The film made for Banegi Baat Saath Saath is a tribute to the industry’s resilience and its commitment to entertain the vast audience it caters to. The message we want to reverberate is that of hope in sight and encourages everyone to rally together to craft a better second half as we come back from the very short interval!”

Publicis Worldwide India managing director Srija Chatterjee added, “While we were preparing for the big come back Zee TV campaign, we had this germ of an idea, it was all about bringing multiple brands together to co-create cheer and tremendous excitement, as we know that our dear Zee TV viewers are indeed eagerly waiting for their favourite shows to come back with fresh episodes. We developed #13thKiTayyari and this was a testament of true collaboration between the ZEEL team who got in touch with the brands and the Publicis team who delivered this campaign from start to finish in a matter of just three days. This is probably the first time that so many brands were coming together in one campaign.”

Laqshya Media CEO Atul Shrivastava said, “We are thrilled to partner with ZEEL for their comeback announcement. The power of the outdoor medium with the might of the partner brands and the ZEEL network created a tremendous buzz on-ground around the campaign. The message of solidarity from ZEEL resonates with the partners and viewers alike and we look forward to more fruitful associations through the coming half of the year.”

A lot of the storylines will come back to induce a sense of positivity and bring back strong heroes that people turn to for companionship. A collective force of 5000+ people have come together to bring 100+ fresh stories, every day in 11 languages, which take inspiration from the consumer sentiment and echo their anticipations.

While channels like Zee Bangla, Zee Kannada, Zee Sarthak, Zee Keralam, Zee Telugu have already started and are entertaining viewers in regional markets delivering around 100+ hours of content per week, the four HSM channels – Zee TV, &TV, Zee Marathi and Zee Punjabi go live on 13 July. With a strong understanding of the entertainment preferences of the consumer and keeping their evolving needs at the fore, the channels are returning with a diverse mix of content which caters to the entire family.

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