Zee promotes its English cluster offering via #WhereIsMyChannel

20 Mar,2019

By A Correspondent


Zee Entertainment Enterprises Ltd (ZEEL) has launched an ad campaign title #WhereIsMyChannel that encourages viewers to choose their preferred channels. The films feature Bollywood filmmaker Anurag Kashyap and the percussion maestro Sivamani as viewers of – Zee Café and &flix.


Said Prathyusha Agarwal, Chief Marketing Officer, ZEEL: “The discerning urban English consumer is highly involved in their content choices. However, selecting their channel packs is new behavior that they are currently not used to. Through this communication our objective was to nudge them towards becoming more active in informing the cable operator of their channel pack choice. We also wanted to bring alive our insight that the “Cable Operator May Not Really Know You” and hence inform him of your pack choice.”


The campaign has been conceptualised and executed by Zee English cluster, along with its creative partner for this campaign – Tiqui-taka.


Sharing his views on conceptualising the campaign, Jigar Fernandes, Founder, Tiqui-taka, said: “We changed the lens and saw the cable guys point or view. How will he ever know what channels you like? We stayed with this for a while before we finally cracked it by bringing in the expert celeb angle – if a cable guy can misjudge a well-known celebrity, it could happen to anyone. We took a shuddh desi Hindi script for a premium English channel. And Zee was cool enough to embrace it! The one with Mr. Sivamani followed later.”



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