By Our Staff
Eveready has partnered with Zee to promote its new range of batteries. As part of the brand collaboration, Eveready Ultima will feature prominently on Zee’s popular reality shows including Sa Re Ga Ma Pa, Dance Bangla Dance, Dance Karnataka Dance and Mr & Mrs Local.
Commenting on this announcement, Anirban Banerjee, Senior Vice President and SBU Head (Batteries and Flashlights), Eveready Industries said: “We have recently unveiled our new and improved Ultima range of batteries supported by a 360 campaign ‘Khelenge Toh Sikhenge’. The campaign highlights that children in any family can learn valuable life lessons like caring, sharing, love and equality when playing in daily life with battery operated toys. Thus to keep the child’s play ongoing effortlessly, our new 400% longer lasting Ultima batteries are just perfect. Our collaboration with Zee seamlessly aligns with the campaign’s objective and values, as majority of Zee’s shows are packed with energy, fostering a blend of entertainment while actively nurturing the young talents. Eveready is committed towards its mission to empower the youth with the essential support they require for a brighter and more promising future, and our partnership with Zee amplifies our ability to achieve this noble endeavour.”
Added Niti Kumar, COO – Starcom India: “At Starcom, we believe that a successful product launch requires a powerful platform that maximises consumer engagement and brand visibility. Such a key communication pillar was vital to drive home Eveready’s new message. Zee’s reality shows enjoy immense popularity among Indians, which makes it a strong channel for brand collaboration. Accordingly, we forged this first-of-its-kind strategic partnership, which not only introduces Eveready’s robust product offerings but also harnesses Zee’s expansive reach across diverse regions, languages, and content formats.”