ZEE associates with CPG brands for a super teaser campaign


Zee Entertainment Enterprises Ltd. (ZEEL) reported its content rebound through an association with the nation’s driving CPG brands. The organization worked together with brands like Nestle’s Maggi, Amul Lassi, PepsiCo, HUL’s Red Label, Cadbury Dairy Milk, and ITC Dark Fantasy for #13thKiTayyari, the date of its everyday content rebound on Zee TV. Four other HSM channels, &TV (HGEC), Zee Marathi, Zee Yuva (MGEC), and Zee Punjabi (PGEC) are likewise creating their content rebound around the same time.

It started with a monstrous and puzzling open-air teaser campaign that spilled into the online media circle, as people took to platforms considering what #13thKiTayyari was about. Major CPG organizations included enacted discussions among brands on social stages, requesting that clients stock up everything from chocolates and colas to chai.

The organization included an explanation that it has “united a portion of India’s most cherished brands in an extraordinary association celebrating the meeting up of viewers, partners and fresh episodes with the guarantee, #BanegiBaatSaathSaath. The #BanegiBaatSaathSaath guarantee has been turned out across media and to the entire ZEE’s partners alongside a film,  which is a tribute to the whole TV industry meeting up to entertain its viewers.”  It expressed that more than 5000 individuals have met up to bring more than 100 new stories, consistently in 11 languages.

Prathyusha Agarwal, Chief consumer officer of Zee Entertainment Enterprises Ltd, stated that ” As we begin continuing life in the second period of the progressing unlock and resume every day new content on air, we needed to acquire inspiration and catch the predominant sentiment of rallying for revival through our viewer invite for the D-Day – 13th, remembering the mind-set of the customer and generating value for our partner brands. Along with Lowe Lintas, they conceptualized the guarantee of ‘Banegi Baat Saath’, celebrating the delight of being back and reversing the situation in the second half 2020

In association with Publicis Worldwide India, the #13thkiTayyari campaign worked out in two stages. The main stage made interest when the brand requested that people stock up by means of billboards in Mumbai and Delhi that prompted to buzz on the ground, just as provoked interest via social media platforms. It was later uncovered that the brands had cooperated with ZEE for the content rebound.


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