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Tag: Archana Anand

  • The 70-second brand film showcases extraordinary realities of South Asia

    Zee5 Global celebrates South Asia in its new campaign

    By Our Staff

     

    Zee5 Global has launched its global brand campaign “Welcome to South Asia: Stories from our world”. The campaign gives a 360-degree ringside view into stories from India, Pakistan and Bangladesh. The 70 second campaign video was ideated and visualised by WYP Worldwide.

     

    Said Archana Anand, Chief Business Officer, Zee5 Global: “What we’ve done at Zee5 is quite unparalleled. We’ve taken the largest library of Indian content across languages and added in the largest library of Pakistani shows and Originals as also Bangladeshi Originals, and we are taking this across the entire globe. With a staggering 130,000 hours of content, Zee5 is today the only platform to bring the extraordinary realities of South Asia alive through even more extraordinary stories in a single destination, and that makes it the foremost platform for South Asian stories globally. It is this new South Asia narrative that we looked for the campaign to convey, and it captures that perfectly through visually stunning depictions of the music, cinematography, drama and more that make up the daily lives of people in South Asia.”

     

    Added Amit Akali, CCO and Co-Founder, Wondrlab: “Very rarely do we get to create a campaign that literally the world will see. What makes Zee5 stand apart for the international target audience is that it’s truly a reflection of our region – India, Pakistan, Bangladesh and has unique content and stories from our part of the world. All around the world, people are embracing content from outside of their geography, in fact, hungry for it. And because content is only a reflection of our reality, we have some truly unique stories to share. We wanted to bring out this uniqueness of the region, and does that of Zee5, with the aim of being the custodian of content from this part of the world. Which Zee5 truly is – if you see the bank of content from India, Pakistan and Bangladesh, it’s unparalleled.”

     

  • Partnership aims at powering ZEE5’s advertising business in the region

    Zee5 Global appoints DMS as its adsales partner

    By A Correspondent

     

    Zee5 has appointed DMS – the digital arm of Choueiri Group– as its exclusive media representative for the Middle East market.

     

    Commenting on the announcement, Archana Anand, Chief Business Officer, Zee5 Global said: “We’re excited to introduce brands and advertisers in the Middle East to Zee5 and help them effectively reach out to their desired audiences. Our tie-up with DMS is part and parcel of this drive to make Zee5 a premier advertising platform for regional advertisers in the market.”

     

    DMS’ Chief Operating Officer, Michel Malkoun stated, “We are excited to partner up with Zee5, and welcome them to the DMS family. As video content leaders in their own respective right, we are confident that Zee5 will be able to extend unmatched audience engagement opportunities to regional brands”.

     

     

  • This mandate was won following a multi-agency pitch

    Zee5 partners Lowe Lintas to drive its global creative strategy

    By A Correspondent

     

    Zee5 has announced that it has appointed Lowe Lintas as its creative partner to drive its creative strategy across international markets. This mandate was won following a multi-agency pitch. The brand will be handled by the agency’s Mumbai office.

     

    Archana Anand

    Commenting on the partnership, Archana Anand, Chief Business Officer, Zee5 Global said: “Driving more meaningful conversations with our audiences across markets is a key part of our agenda for the year, and how well we can engage them through our communication will play a critical role in that. We needed to work with a partner who could bring in strong creative ideas that lend themselves well to localization, and that are backed by strategic insights, and Lowe Lintas brings that to the table. We’re happy to have them on board as our creative partners in this next phase of Zee5’s growth.”

     

    Anaheeta Goenka

    “It’s a pleasure to further our Zee network partnership with Zee5”, added Anaheeta Goenka, President, Lowe Lintas. “We are working closely with their truly entrepreneurial and driven team to launch Zee5 globally. An interesting challenge as we needed a global positioning yet something that travels across geographies and mindsets and is yet deeply culturally connecting to the content.
    “Extreme Emotions” is what we serve for any viewer of our content wherever they may be in the world. The idea travels culturally and deeply connects to everyone.”

     

     

  • The campaign has been crafted by Zee5 with Publicis Capital

    Zee5 transcends borders to #ShareTheLove with Pakista and Bangladesh

    By A Correspondent

     

    Close on the heels of the launch of its brand campaign Dil Se Desi in APAC, MENA and Africa targeting the Indian and South Asian diaspora, Zee5 has rolled out a customised campaign titled ‘Share the Love’ for two important neighboring markets, Pakistan and Bangladesh. The campaign has been crafted by ZEE5 with Publicis Capital.

     

    Said Amit Goenka, CEO, Zee International and Z5 Global: “Indian content, especially our TV shows, movies and music gets tremendous love across the globe, and especially so from the sub-continent due to the relatability. We are glad to announce our availability in Bangladesh and Pakistan vide our new campaign #ShareTheLove and we look forward to getting a tremendous response from these markets’.

     

    Added Archana Anand, Chief Business Officer, Zee5 Global: “Good content transcends borders and especially so with Pakistan and Bangladesh where there is so much shared context of culture and language.  This high energy TVC captures our innate similarities and showcases the content that we all love to watch, which is now available on Zee5. With this message at its core, #ShareTheLove is sure to resonate beautifully with audiences in these markets.”

     

     

  • The brand will be handled by the agency’s Mumbai office

    Zee5 partners Publicis Capital for global communications mandate

    By A Correspondent

     

    Zee5, the OTT platform of the Zee group, has partnered with Publicis Capital to help drive its global strategy. The brand will be handled by the agency’s Mumbai office.

     

    Archana Anand

    Commenting on the plans for Zee5, Archana Anand, Chief Business Officer, Zee5 Global said: “The launch of Zee5 globally has catapulted us into our next phase of growth and we needed a partner to help us quickly establish ourselves as the largest global platform for Indian language entertainment. Publicis specialises in transformative, effective and data-driven communication solutions, which is integral to our growth plans for Zee5. Their data-led strategic approach, strong creative framework and robust network will enable us to efficiently develop an integrated, universally resonant, and holistic brand identity globally and we are thrilled to partner with them.”

     

    Srija Chatterjee

    Sharing her views on the partnership with Zee5, Srija Chatterjee, Managing Director, Publicis Worldwide (India), said: “Clearly, OTT has become the entertainment buzzword across the world these past few years. Little wonder then that we’re so proud to be partnering with Zee5 as a  leader brand and even more privileged to be entrusted with the challenging yet exciting responsibility of taking the brand global and making it the go-to destination for the South Asian diaspora and beyond. We are currently working on putting together an effective brand campaign, which through its distinct appeal will surely succeed in achieving the stated communication objective. Watch this space for more!”

  • The business was won as part of a multi-agency pitch

    Zee5 awards digital mandate to Publicis Media

    By A Correspondent

     

    Publicis Media has won the full digital duties of Zee5 in India, the recently launched digital entertainment platform from Zee Entertainment Enterprises Ltd (ZEEL). The business was won as part of a multi-agency pitch. It may be recalled that Zee5 had announced the awarding of the Media AoR to Carat earlier this

     

    Said Group CEO Tanmay Mohanty: “The OTT segment in India is poised for exponential growth and requires specialist expertise trained to navigate this new and emerging area. We look forward to making Zee5 a powerful business.”

     

    Added Archana Anand, Digital Head, Zee5 India: “Zee5’s language focus makes it strongly relevant to people across the length and breadth of India. We were therefore looking for a partner that could bring in the necessary digital marketing solutions and deep consumer insights to help take us across markets and quickly establish Zee5 as the go-to digital destination for language content. Publicis has strong credentials and experience in digital marketing and understands the changing milieu of the digital and entertainment business.”

     

  • The campaign thought "Aapka Chalta Phirta TV" communicated the essence of the product offering in one line

    Mirchi’s new campaign for dittoTV – Aapka Chalta Phirta TV

    By A Correspondent

     

    Mirchi’s Creative Services (CS) team has crafted an insight driven campaign for the app ‘dittoTV’. The campaign thought “Aapka Chalta Phirta TV” communicated the essence of the product offering in one line.

     

    Just as one can listen to radio while on the move, Ditto TV enabled consumers to watch TV in real time, and that too from anywhere. Based on this insight the CS team came up with the campaign thought of, “Aapka Chalta Phirta TV”. The thought was communicated to the listeners with elements like, “Agar TV ke paav (legs) hote toh aap TV ko kahan kahan lekar jate aur TV dekhna kahan pasand karte?” Mirchi also amplified the campaign through on-ground activities across the country.

     

    Speaking on the occasion, Shweta Iyer, National Head – Creative Services, Mirchi said:  “TV is a very essential part of everyone’s life. Watching live TV on the go will have an impact on the way television is consumed. The quirky name of the campaign – Chalta phirta TV lets people know what the product is all about. We have stretched beyond radio as a medium and covered on-ground to reach more people for dittoTV’s campaign.”

     

    Speaking on the occasion, Archana Anand, Business Head, dittoTV said: “We’re very excited to have partnered with Radio Mirchi on the Chalta Phirta TV campaign. On-ground has been a critical element of our disruptive Bees Ka TV campaign across India for dittoTV. This innovative idea from Radio Mirchi really helped bring alive the proposition of being able to watch Live TV-on-the-go to people across 11 cities. We are very happy with huge interest it generated and the response we have got for the campaign.”

     

     

  • The four-week long campaign will tap into mass media channels such as television, print and radio

    dittoTV launches aggressive ‘#beeskaTV’ campaign

    By A Correspondent

     

    dittoTV has launched a nationwide integrated marketing campaign aiming to capture the attention of television viewers. The live TV platform has rolled out the campaign in 16 cities to raise awareness about the affordable platform that makes TV accessible to anyone with a phone, laptop or tablet.

     

    The four-week long campaign will tap into mass media channels such as television, print and radio. The campaign will be amplified on a bouquet of digital platforms and social media via heavy use of native content platforms. The hashtag #BeeskaTV will be leveraged across digital platforms to drive its key value proposition. In addition, there will be partnerships with complementary brands through integrations and celebrity endorsements. The TVC for the campaign will focus on how all members of a household can now access television at their convenience. It will be promoted on social media as well.

     

    Commenting on the campaign, Archana Anand, Business Head, dittoTV said, “With the new avatar of dittoTV, we are looking at changing the way India indulges in its favourite pastime, i.e., watching television. With a price point of INR 20, we see dittoTV serving as people’s first and only screen, as their second screen at home, or just a personal TV on the go! Our campaign embodies strong consumer insight and an interesting slice of life situations. It is designed in a manner that conveys this simple message effectively across the length and breadth of the country, through a combination of mass media and strategic marketing.”

     

    Ramanuj Shastry, Co-founder & Director, Infectious said, “’#BeeskaTV’ is what we want people to remember DittoTV as. A value proposition of access, articulated in accessible, everyday language. Ditto TV will change the ‘who, what, when and where’ of Live TV viewing. We are proud to be part of a concept which is so revolutionary.”

     

    Nisha Singhania, Co-founder & Director, Infectious added, “Rs 20 per month is an unbelievable price point and our communication focuses on just that – how you can watch live TV on the go, no matter where you are, at INR 20 per month. The TVC brings alive the various situations in which dittoTV can ensure people don’t miss out on their favourite programs.”

     

  • dittoTV is a platform of Zee Digital Convergence Limited (ZDCL)

    Infectious wins creative duties of ditto TV

    By A Correspondent

     

    Infectious has been signed on as the communications partner for ditto TV. Infectious will be responsible for the all their marketing and communication requirements.

     

    dittoTV is a platform of Zee Digital Convergence Limited (ZDCL). It offers access to over 100+ live channels including the entire Zee network, Colors, Sony, &TV, Zoom, Aaj Tak, BBC, Times Now, MTV, Ten Sports.

     

    Archana Anand, Business Head, dittoTV said, “After a rather long hunt for the right agency, we chose to go with Infectious because we found them quick to get the brief and also extremely open minded. And we are glad of that call, as the creative output has been a truly collaborative effort and one we are very happy about.”

     

    Says Ramanuj Shastry, Co-founder & Director, Infectious; “ditto TV is ground-breaking because it democratises live television. It allows access to the teeming millions who can’t access live television because of the constraints of time, geography or money. It was a singular honour to be part of a movement that makes Live TV accessible to all.”

     

    Adds Nisha Singhania, Co-founder & Director, Infectious; “Now is the time for Ditto – with audiences increasingly consuming entertainment across devices, ditto enables them to see what they want, where they want. Also with a price point like Rs. 20/- literally anyone can afford it. We look forward to creating some fantastic work for ditto.”

     

  • dittoTV was relaunched amidst much fanfare in a new form and strategy

    Zee launches dittoTV in a new avatar

    By A Correspondent

     

    Punit Goenk

    Zee Digital Convergence Ltd unveiled a new avatar of dittoTV on Tuesday in Mumbai. The live TV platform that allows viewers to watch their favourite programmes at the time of broadcast was originally launched in 2012. With the tagline as ‘Desh Ka TV’, it promises to make live television available via any device – phones, tablet or personal computer, at just Rs 20 per month.

     

    The app in its new avatar allows users to access 100+ Hindi, English and regional-language channels, encompassing general entertainment, sports, movies, news and lifestyle. It is designed to deliver an affordable viewing experience and flexible viewing options.

     

    Said Punit Goenka,MD and CEO, Zee Entertainment Enterprises Ltd: “The digital entertainment space in India is at the cusp of a strong phase of growth. With the new avatar of dittoTV, we aim to change the media landscape to suit the evolving media consumption preferences of consumers. It will allow consumers to control where they watch television in a way that has not been possible before. We are proud to present a platform that will help scale up this transformation by making it affordable for people across a wide economic spectrum.”

     

    Archana Anand

    This initiative is not just limited to the Zee network programmes but viewers will be able to watch shows from other networks as well. Except for Star Plus and Sun TV, viewers will be able to access most of the other channels on this platform. Speaking more about the business strategy, Archana Anand, Business Head, dittoTV added:  “With the new version of dittoTV, we expect to change the way India watches TV forever. At the incredible price of Rs 20, we see dittoTV becoming a necessity and everyone’s default app on their mobile phones, allowing them to access TV just about anytime and anywhere. We see it serving as your first and only screen, as your second screen or just your TV on the go! Keeping the Indian landscape in the mind, dittoTV is also available in Hindi and will soon be available in all regional languages.”

     

    To make sure that live television is within the reach of every Indian, it has tied up with  Idea Cellular, to offer its users of 3G and 4G internet packs a free monthly subscription with every recharge. It provides its customers the ease of streaming their favourite TV channels live on their smartphones. Under a promotional offer, all Idea customers in Idea 3G and 4G provider circles will be able to subscribe to dittoTV free of cost, along with select monthly data packs, until July 31. It is available on Android, Windows and iOS platforms, making cumbersome annual contracts, satellite dishes and set-top boxes obsolete.

     

    dittoTV has partnered with Siti Cable and ITZ Cash to supply easy-to-use recharge cards at retail channels. The app’s adaptive technology will adjust to a range of internet speeds in order to deliver a seamless viewing experience, making it easy for both urban and rural markets.

     

  • Archana comes with close to 20 years of experience across domains

    Zee Digital appoints Archana Anand as Business Head, DittoTV

    By A Correspondent

     

    Archana Anand

    Archana Anand the current Vice-President & Head-Global Business Development, performance marketing and life cycle management at Zee Digital Convergence Ltd, will be the new Business Head of dittoTV. In her role as Business Head-dittoTV she will report to Debashish Ghosh-CEO, ZDCL (Zee Digital Convergence Limited, the digital arm of ZEEL).

     

    Debashish Ghosh, CEO, Zee Digital Convergence Limited on her appointment highlighted, “The OTT Industry is at an influx point with competition hotting up and things looking better than ever before in terms of choices for the end consumer. Content and Broadcast behemoths have all woken up to this reality and are quickly ensuring that they too are in the race, so as to continue to engage the end consumer and his demands for watching TV anytime, anywhere. As recently was done with the launch of our exclusive beforeTV feature which telecast, shows hours before television.”

     

    Archana comes with close to 20 years of experience across domains, a management professional from IIM Bangalore, who has worked across the Sales, Client Relationship, Product, Creative and User Experience domains, to have a very well rounded and holistic sense of managing a new age product business.