Zee5 kicks off global launch with new brand campaign

15 Nov,2018

By A Correspondent

 

Zee5 has launched its global campaign ‘Dil Se Desi’, officially marking the digital platforms’ entry into the International market. An ode to Indians and South Asians around the world, ‘Dil Se Desi’ announces the arrival of Zee5 in APAC, Africa and MENA and very soon, in Europe, Canada and Caribbean.

 

Commenting on the launch, Amit Goenka, CEO, Zee International and Z5 Global said: “In the first leg of our international foray, we intend to capture the hearts of South Asians across the globe and I think our campaign, ‘Dil Se Desi’ does this beautifully.“

 

“Interestingly, both this campaign ‘Dil Se Desi’ and the ZEE5 India launch campaign we rolled out in February 2018, ‘Apni Bhasha Mein Feel Hai’ have their genesis in the same insight; that Indians and indeed South Asians today, irrespective of where they live or how globally connected they are, are fundamentally rooted in their culture and feel a strong sense of pride and belonging. Being ‘Desi’ today has moved from being just cool to being an intrinsic part of one’s identity; and that’s what Zee5 taps into. The emotion that whoever or whatever I am on the outside, on the inside I am ‘Dil Se Desi’ and I not only embrace, but celebrate who I am,” said Archana Anand, Chief Business Officer, Zee5 Global.

 

It is this celebration that is brought alive in the campaign that’s been jointly crafted by the teams at Zee5 and Publicis Capital, notes a communique.

 

Added Bobby Pawar, Chief Creative Officer & Managing Director, Publicis Worldwide (India): “There is something that happens when people from South Asia move abroad. We become one vibrant community that is united by what we all have in common, and this community is known as ‘Desi’. The ‘Dil Se Desi’ idea celebrates what we love about being ‘desi’, the quirks, the attitude, the culture, the coolness, the togetherness and the content we can’t do without.”

 

 

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