Zee turns activisty on HD

25 Oct,2018

By A Correspondent


Zee Entertainment Enterprises Limited (ZEEL) has launched its new campaign ‘Aankhon Ka Aandolan’ to build awareness about the benefits of a HD channel viewing experience and drive a behaviour change. With this new campaign, ZEEL aims to drive consideration to upgrade from SD to HD subscription amongst the current SD subscribers.


Conceptualised by Lowe Lintas, the campaign aims to be the trigger to upgrade to HD subscription by showing the consumers, the superior quality HD viewing experience that they are missing out on. ZEEL currently offers 14 HD channels.


Commenting on the launch, Prathyusha Agarwal, Chief Marketing Officer at ZEEL said “At Zee, we believe in offering ‘Extraordinary Entertainment’ to our consumers at all levels. Where we focus on offering versatile content for consumers across age groups, we are equally invested in offering them superior quality viewing experience through our best in class HD technology. We truly believe that HD viewing experience offers our viewers better clarity, and once you get hooked on to it, you just can’t do without it! We have tailor-made our two brand films in eight languages and given it legs to appeal to our regional viewers spread across the country. The benefits of the HD viewing experience has been brought alive through the lead protagonist across regional markets of the Zee network.”


Sharing his views on the campaign, Sagar Kapoor, Executive Director at Lowe Lintas said: “The creative idea stemmed from the very objective of magnifying the benefits of HD over the SD experience. We just shifted the lens on looking at a very apparent yet hardly spoken about TG. The eyes in this case. Hence the idea of eyes asking for HD viewing. It just made complete sense to land the advantage via someone who will benefit the most. Not to mention the cut through we get with the visual idea of creating characters out of eyes themselves.”


Added Anaheeta Goenka, President at Lowe Lintas: “In India, a better service or product does not necessarily make for adoption. Especially when the comparative does not exist. That was our strategic challenge. Getting people to see the distinct value of HD vs SD. Easy to sell the product – but we refrained and instead took another journey from the ‘viewers eyes’.”



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