Zindagi, the premium entertainment channel from Zee Entertainment Enterprises Ltd (ZEEL) has unveiled its new positioning. Sunil Buch, Chief Business Officer, ZEEL talks about the launch of a new primetime line-up from October 3, 2016
SUNIL BUCH: NEW POSITIONING ’YEH LAMHA HI HAI ZINDAGI’ MIRRORS ESSENCE OF THE WORD ‘ZINDAGI’
Zindagi, the premium entertainment channel from Zee Entertainment Enterprises Ltd (ZEEL) has unveiled its new positioning and will launch a new primetime line-up from October 3, 2016. Sunil Buch, Chief Business Officer, ZEEL, tells us more.
THE NEW POSITIONING ‘YEH LAMHA HI HAI ZINDAGI’: Zindagi is a thought leader in Hindi entertainment with a distinctly un-GEC character. Our channel’s positioning ’Yeh Lamha hi Hai Zindagi’ mirrors the essence of the word Zindagi. That’s the top line of the channel, literally. This again is a departure from traditional baselines associated with most brands/channels and true to the thought leader grain of Zindagi.
FOCUS ON CONTENT: We are very clear that we will bring the best stories for our viewers. Compelling content has always been our calling card. Our focus will be to present finite world stories with bold narratives which unveil universal emotions. The new primetime slate that will be launched from October 3 includes a light-hearted Turkish drama, ‘Little Lord’, three Indian originals including Sunjoy Waddhwa’s Sphere Origins’ ‘TV ke Uss Par’, ‘Agar Tum Saath Ho’ produced by Gulshan Sachdeva’s Film & Shots and Anupam Kher’s Actor Prepares series, ‘Khwaabon ki Zamin Par’, along with a co-production with Geo TV titled ‘Teri Meri Jodi’.
KEY DIFFERENTIATOR: The key differentiator for Zindagi is its consistent commitment to show finite, real, vibrant, and premium world stories. Zindagi’s uniqueness lies in the quality of its content and the increasing global sensibility amongst its evolved audiences. We are the pioneers in getting global content to Indian television. And we will leverage that to ensure that Indian audiences view the best content.
USP OF SHOWS: As a brand, we need to push our limits, we cannot be one country specific. We want to be included in ‘The World is my Family’ or Vasudhaiva Kutumbakam, which is the essence of our brand. One of our USPs is that we show realistic shows, not characters waking up overdressed and the like. We are going to stick to it and ensure that there is a difference in the story-telling that we offer. Our shows will be finite series but won’t necessarily be limited to just 20-26 episodes, as one of the insights we received from audiences is that they need some time for the storyline to settle down. Our earlier proposition of one month didn’t work. That’s why our first home productions ‘Aadhe Adhoore’ & ‘Bhaage Re Mann’ lasted three to four months. But it will never run for four to five years as the quality of story-telling suffers if it’s not fast-paced.
MARKETING PLANS: Creativity and innovation will mark the robust marketing campaign designed to deliver both the core and surround across all traditional and digital mediums about Zindagi. The channel’s campaign will be initiated with a simple yet thought-provoking catchphrase #ZindagiKehtiHai that is designed to create conversations around life. There will be a high impact roadblock across the Zee network of 33 channels on September 30. Engaging campaigns will be visible across Print, TV, DTH, Digital, Cinema, Mobile and OOH. It will build advocacy through unique experiences that evoke the brand proposition and mirror the viewers’ premium lifestyles. The campaign will be showcased over 600 screens across multiplex and single screens, targeting the opening week of the movie, MS Dhoni. On the Digital front, a huge campaign will be seeded across Zindagi brand platforms. The vast Digital base of the network will also drive this campaign. On Mobile, our loyal viewers will be targeted with short format videos woven around the “moments of life with universal emotions” from our stories, through e-mailers, SMS push and WhatsApp messages. The Mumbai airport will have more than 100 screens showcasing Zindagi.
(As told to Simran Sabherwal)
