VIEWERS ASK OPERATORS, #WHEREISMYCHANNEL

TRAI’s new MRP regime which gives consumers the power to pay only for the channels they choose has made broadcasters come up with innovative campaigns to educate consumers. Zee has recently come up with two funny ads #WhereIsMyChannel, for its English cluster channels that include Zee Café, &flix, LF and WION. The ads encourages viewers to choose their preferred channels and inform their cable operators. The two films feature Bollywood filmmaker Anurag Kashyap and percussionist Sivamani.

The bouquet of the four channels has been priced at Rs 15 for SD and Rs 25 for HD per month and the films attempt to drive home the message that your cable operator may not really know you, so inform them about your choice. The campaign has been conceptualized and executed by Zee English cluster, along with their creative partner, tiqui-taka.

Talking about the campaign, Prathyusha Agarwal, Chief Marketing Officer, ZEEL, said, “The discerning urban English consumer is highly involved in their content choices. However, selecting their channel packs is new behaviour 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.”