MxMIndia

Tag: Prathyusha Agarwal

  • TSBI Bharat to amplify Zee’s first Marathi music channel

    TheSmallBigIdea wins Zee Vajwa mandate

    By Our Staff

     

    TheSmallBigIdea (TSBI) has bagged the social media mandate for Zee’s first Marathi music channel, Zee Vajwa.

     

    Said Manish Solanki, Chief Operating Officer and co-founder, TheSmallBigIdea: “The growth of regional music has seen a remarkable increase in the past couple of years. The significant response of the consumers for songs in regional languages, other than Hindi, has shown a marked shift in perception of music. Listening to music in a language from your own region revives a cultural connection. Even the youth is warming up to experiential genres in regional languages, giving way to new forms of music and new ways to experience it. To exemplify the cultural twang of Marathi music and bring it closer to its audience, we at TSBI are excited to be a part of this journey – bringing the cultural and regional essence of the Marathi language to our digital consumer.”

     

    Added Prathyusha Agarwal, Chief Consumer Officer, ZEEL: “At Zee, we are obsessed with creating content brands that bring alive the cultural vibrancy of a region in its truest form. With Zee Vajwa launching in the midst of a pandemic, our digital strategy had to deliver much beyond just awareness and ensure that our promise of amplifying everyday moments into a mahaul was effectively communicated through a unique and immersive brand experience. TSBI Bharat with their strong regional and medium understanding kept our viewers enthused and engaged throughout the launch, making us the reach leaders in the category in just 3 weeks of launch. Looking forward to many more successes with this team.”

     

     

  • The objective: bring migrant workers closer to employers who are looking forward to a new pool of talent

    Big Ganga partners Lowe Lintas for KaamWapasi initiative

    By Our Staff

     

    Big Ganga, the Zee Entertainment channel, has joined hands with Lowe Lintas for its KaamWapasi that aims to cater and resolve the on-going unemployment issue amongst migrant workers in India.

     

    Prathyusha Agarwal

    Said Prathyusha Agarwal, Chief Consumer Officer, Zee Entertainment Enterprises Ltd said: “As a responsible media & entertainment platform, we at ZEE believe in serving the community to the very best of our capabilities, coming together with like-minded partners to create extraordinary solutions. The KaamWapasi initiative in partnership with Lowe Lintas is a purposive step in that direction enabling our Big Ganga audiences to take active charge of their livelihoods for a tomorrow that’s better than the pandemic-hit today. Providing a tech-enabled tangible route to employment, we see the platform perfectly complementing the government’s efforts to fuel the economy by accelerating the unlock on a greater scale. This initiative we hope, will not only set the bar for what could be done to serve society in one the most-difficult times but would also further encourage brands and people to come together and take ownership of improving the situation.”

     

    Samrat Ghosh

    Added Samrat Ghosh, Cluster Head East, Zee Entertainment:, “The initiative in partnership with Lowe Lintas is a perfect amalgamation of what Big Ganga stands for. Staying true to our brand ethos of upholding and enhancing regional pride the brand understands that employment is a key social pillar towards ensuring the same.  The association with KaamWapasi serves as an endeavour towards the same restoring the same that caters towards the pressing issue of unemployment and bridges the widening gap between employers and workers in a tech-led effective manner. As a brand our philosophy apart from offering inspiring and aspirational content, we intend to enrich the lives of our viewers through multiple initiatives & the said initiative will help to enrich and brighten their lives.’

     

    Added Shantanu Sapre, Executive Director, Lowe Lintas: “It’s really wonderful to collaborate with a brand like BIG Ganga who has always come forward to support and help people in the hour of need. Through the KaamWapasi intiative, we are trying to re-build the strong foundation for the workers who have lost their jobs unfortunately in pandemic.  The initiative not only aims to re-connect them with urban employers but further propels growth and development in the economy taking it towards the road of recovery.”

     

     

  • It was released on the occasion of World TV Day that happened last week

    Zee’s #TVisFamily campaign

    By A Correspondent

     

    World TV Day happened last week and Zee Entertainment Enterprises Limited unveiled its #TVisFamily campaign on the occasion.

     

    Speaking on the campaign, Prathyusha Agarwal, Chief Consumer Officer, Zee Entertainment Enterprises Limited said: “Our consumer work brought alive that viewers share a special bond with TV much like a family member who is always there and much loved and with this campaign, we wanted to truly appreciate and bring out this deeply human connect that we share with the master storyteller and entertainer, how it plays a myriad role in our lives, whether as an entertainer, a stress reliever, motivator, or even a pacifier.”

     

     

  • &pictures refreshed new look and feel

    &pictures powers on with ‘On Nahi, Full On’

    By A Correspondent

     

     

    https://www.instagram.com/p/CGNX8xBh8CJ/?igshid=1ahkuiep5iozj

     

    Zee Entertainment’s film channel &pictures has announced a new brand philosophy of ‘On Nahi, Full On’. The attempt is to “ignite a spark of aspiration amongst the young and breathless to take charge and maximise every moment without slowing down”.

     

    Talking about the new ideology, Ruchir Tiwari, Business Head, Zee Hindi Movies Cluster, said: “Over the past 7 years, &pictures has carved a niche for itself by offering content that reflects the belief of the young and aspirational India.&pictures now has the highest skew amongst the young audience i.e. 13-21 years NCCS A in the Hindi Movie category. The brand proposition ‘On Nahi, Full On’ is an energetic and fun-loving mindset that embraces the beliefs of this distinct viewer set. Creating an immersive experience for our viewers, we have created refreshing content blocks with ‘blockbuster premieres’, ‘Full on Dynamites’ that celebrates Gen Z of Bollywood‘, 2pm ‘Full on Time-out’ slot, Hollywood movies back to back with ‘Full on Hollywood’, and many more. Foraying into original content with ‘Footfairy’, a TV first initiative is a testament of our commitment to offer enthralling content to complement the viewers evolving consumption patterns.Through this re-energized experience, &pictures aims to cement our positioning in the minds of our consumers.”

     

    Added Prathyusha Agarwal, Chief Consumer Officer, ZEEL: “While the unpredictable 2020 threw tons of challenges at us, we dealt with it in our own extraordinary way by making every opportunity count. Pegged on this premise, ‘On Nahi, Full On’, gives the dynamic young generation, a cue to maximize every moment without slowing down. And, we are bringing alive this Full-On ideology through the visual mnemonic of a ‘power on button’ and the ‘&pictures shorties’ our brand films that draws a connect between the consumers world and the role of &pictures to amplify life.”

     

     

  • Four other Zeenetwork channels & TV, Zee Marathi, Zee Punjabi and Zee Yuva also re-started daily new episodes on July 13

    Zee says #BanegiBaatSaathSaath in partnership with marquee CPG brands

    By A Correspondent

     

    Zee Entertainment Enterprises Ltd (ZEEL) announced its content comeback via a partnership with leading CPG brands. Zee collaborated with leading brands – Nestle Maggi, Amul Lassi, PepsiCo, Red Label, Cadbury Dairy Milk, ITC Dark Fantasy to gear up the nation for its daily content comeback on Zee TV on July 13. Four other HSM channels –  & TV(HGEC), Zee Marathi, Zee Yuva (MGEC) and Zee Punjabi (PGEC) – also made their daily content comeback on the same day.

     

    Said Prathyusha Agarwal, Chief Consumer Officer, Zee Entertainment Enterprises Limited: “With the resumption of production, we are excited to bring fresh content for our consumers. The last three months have caused a significant stir amongst the mood of the nation. People are increasingly investing time in entertainment to cope with the uncertainty prevailing around. TV has been the greatest common unifier and respite in this lockdown and as content creators, we acknowledge that it is a huge responsibility we carry. For us, understanding the pulse of our consumers and customers and delivering delight is an obsession, which is what we are attempting to do both with this campaign and in crafting all our stories for the second half 2020. The stories we bring will aim to uplift the mood of the nation and provide our viewers respite through all that they are going through. Zee has and will always stand by its viewers and all its partners and is looking forward to holding hands and turning on the light at the end of this tunnel and are confident that we will once again provide valuable experiences to our partners and viewers.”

     

    Added Ashish Sehgal, Chief Growth Officer, Advertisement Revenue, Zee Entertainment Enterprises Ltd (ZEEL): “With the resurgence of fresh dose of content, we would like to celebrate the spirit of camaraderie with all our stakeholders – cherished viewers & advertisers – to brighten and cheer up with engaging content. Brands will once again have the opportunity to resonate and pave their way into the minds of their consumers in this new environment. At Zee, we have not only seamlessly weaved stories for brands with relevant influencers and have been at the forefront in creating an integrated platform agnostic solution for our advertisers/ brands but ensured that they are part of our communication as well. This has led us to partner with our brands in unique ways and create value for them and #13kitaiyyari is another testimony to the power of partnerships, more importantly brand partners are integral part of the communication when we are reconnecting with our consumer.”

     

    On the Banegi Baat Saath Saath campaign, Sagar Kapoor, CCO, Lowe Lintas said: “We want to reinforce the power of unity and remind everyone that if we come together we can conquer any barrier. The film made for Banegi Baat Saath Saath is a tribute to the industry’s resilience and its commitment to entertain the vast audience it caters to. The message we want to reverberate is that of hope in sight and encourages everyone to rally together to craft a better second half as we come back from the very short interval!”

     

    Added Srija Chatterjee, Managing Director, Publicis Worldwide India: “While we were preparing for the big come back Zee TV campaign, we had this germ of an idea, it was all about bringing multiple brands together to co-create cheer and tremendous excitement, as we know that our dear Zee TV viewers are indeed eagerly waiting for their favourite shows to come back with fresh episodes. We developed #13thKiTayyari and this was a testament of true collaboration between the Zee team who got in touch with the brands and the Publicis team who delivered this campaign from start to finish in a matter of just 3 days. This is probably the first time that so many brands were coming together in one campaign. We are elated over the chatter on this campaign… goes to show that we achieved what we set out to do – Go ahead and tune in on 13th of July to enjoy Naye Kisse – naye Episodes of their favourite shows on Zee TV.”

     

    Said Atul Shrivastava, CEO, Laqshya: “We are thrilled to partner with Zee for their comeback announcement. The power of the outdoor medium with the might of the partner brands and the Zee network created tremendous buzz on ground around the campaign. The message of solidarity from Zee resonates with the partners and viewers alike and we look forward to more fruitful associations through the coming half of the year”

     

     

  • The film was shot on a DSLR inside a house and all the post-production work of editing, grading, music and voice over was executed by various artists working from home

    Zee celebrates spirit of #ExtraordinaryFamilies

    By A Correspondent

     

    Zee Entertainment has partnered with Lowe Lintas to drive home a message of positivity with a #FilmFromHome on the occasion of Family Day. In continuation with its earlier campaign of #HumAndarCoronaBahar where Zee used shoes as a metaphor for different family members, this film too utilises different household elements to represent family members. With the film and content production being suspended and with the new norm of working from home, the film was shot on a DSLR inside a house and all the post-production work of editing, grading, music and voice over was executed by various artists working from home.

     

    Said Prathyusha Agarwal, Chief Consumer Officer, Zee Entertainment Enterprises Limited: “Our consumers always tell us about their families being the backbone that help them come out stronger no matter how daunting the world outside might seem. We at ZEE understand that beyond being entertainers, we are also a close companion and a family member that Indian families are leaning onto for support during these uncertain times. As the largest reach medium with the capacity to influence attitudes and the mood of the nation, we hope that this campaign strengthens the bonds further within #ExtraordinaryFamilies that have come closer and are emerging stronger”

     

    Added Sagar Kapoor, CCO, Lowe Lintas: “Tough times not only test bonds they make them stronger too. Families had never been physically and emotionally closer than in these testing times. Zee acknowledges this coming together and becoming stronger together.”

     

     

  • 40+ channels of Zee pause content for a 30 second break throughout the day, encouraging viewers to wash their hands

    ZEEL pauses content to #BreakTheCoronaOutbreak

    By A Correspondent

     

    Zee Entertainment Enterprises Ltd. has taken a first-of-its-kind initiative – #BreakTheCoronaOutbreak for the well-being of its audiences.

     

    Taking the initiative to create a unique reminder for its viewers, ZEE has decided to pause the content across its channels with a 30-second break throughout the day. Conceptualised by Lowe Lintas, ‘pause’ will encourage viewers in a creative manner, to use the break to wash their hands.

     

    Said Prathyusha Agarwal, Chief Consumer Officer, Zee Entertainment Enterprises Ltd: “As a responsible national television network which entertains 588 million individuals every week, it is our duty to educate and encourage every citizen to adopt and practice healthy habits to fight this pandemic. While several brands are driving awareness around good hygiene, we believe this initiative to pause content and remind our audience to wash their hands will actually drive behavior. Pausing our content when the audience is most engaged will act as an in-home trigger to wash hands and contribute towards combating the spread of the outbreak.”

     

    Talking about the initiative, Sagar Kapoor, CCO, Lowe Lintas added: “Having worked on health and hygiene brands for years, my learning is no matter how much we remind people for washing hands, there will always be laggards. Its importance is at a peak in today’s situation. Hence, a straightforward reminder to wash hands with soap.”

     

     

  • Unveils multi-media campaign that celebrates the hit feeling that cinema adds to your life

    Zee Picchar to offer viewers a ‘Hit Dinada Feeling’

    By A Correspondent

     

    Zee Picchar, the newest Kannada movie channel is reaching out to Kannada cinema lovers with a ‘Hit Dinada Feeling’.

     

    The brand proposition ‘Hit Dinada Feeling’ that translates into having a ‘hit day feeling’ will be showcased through the channel’s offering and communication. Zee Picchar released the first in a series of brand films, conceptualised by DDB Mudra, that showcase how cinema lovers have a unique take on life.

     

    Speaking on the launch of Zee Picchar, Siju Prabhakaran, South Cluster Head, ZEEL said: “The success of the six channels – Zee Kannada, Zee Telugu, Zee Cinemalu, Zee Tamil, Zee Keralam and most recently launched Zee Thirai in the Zee South Portfolio is testimony to the Network’s vision to emerge as the one-stop destination for fans of entertainment. With the launch of Zee Picchar, we aim to further this growth by celebrating the love and passion that Kannadigas have towards films. With a diverse movie library, we aim to make every day a ‘hit-day’ by presenting best-in-class entertainment for our viewers.”

     

    Added Prathyusha Agarwal, Chief Consumer Officer, Domestic Broadcast Business, ZEEL: “At Zee, we believe in getting deep inside the cultural core of each of the region we operate in and bring alive its true spirit in our stories.  In Karnataka, we have remained No.1 for 48 consecutive weeks with Zee Kannada, which is a testimony to this strong customer centricity. With the launch of Zee Picchar we unite with the Kannada audiences to celebrate their love for cinema and its role in their lives. The brand promises to leave viewers with a ‘Hit Dinada Feeling’ every day and encourage them to turn an ordinary day into an extraordinary one.”

     

    Said Raghavendra Hunsur, Business Head, Zee Kannada: “Zee Kannada has seen the most incredible journey in the last one year by emerging as the number 1 Kannada GEC channel in Karnataka. Now with the launch of Zee Picchar, we hope to find a place in the hearts and minds of fans of Sandalwood. Our offerings such as one-break films and 12 premieres in 12 days – are a first for any channel on the Kannada Television Industry and will present viewers with best-in-class entertainment. With Zee Picchar, we aim to leave our viewers with a ‘Hit Dinada Felling’ and promise to indulge the love and passion that our audience has for Kannada cinema.

     

    Added Krupanand Sivadasan, Senior Creative Director, DDB Mudra group: “To stay relevant, it is more important than ever for a movie channel to represent something real in people’s lives. And that’s exactly what Zee Picchar is doing for those who adore sandalwood movies. With an array of carefully handpicked movies and never seen before packaging, it is definitely going to give the small screen viewers a ‘hit dinada feeling’. A feeling that is a celebration of small victories over hurdles that a day can throw at you. Our brand films and other communication pieces are crafted to deliver on this promise.”

     

     

  • Agarwal will continue to report into Punit Misra, CEO, Domestic Broadcast Business, ZEEL

    Prathyusha Agarwal appointed Chief Consumer Officer at ZEEL

    By A Correspondent

     

    Prathyusha Agarwal

    Zee Entertainment Enterprises Ltd has announced that Prathyusha Agarwal will take on the mantle of the Chief Consumer Officer for the domestic broadcast business. In this new role, Agarwal will continue to report into Punit Misra, CEO, Domestic Broadcast Business, ZEEL and, as a communique notes, she will be responsible for embedding a customer first culture and thinking in all aspects of the broadcast business.

     

    Speaking about the new role, Misra said: “The needs of our consumers are dynamic and ever-evolving. Over the last few years, across all functions and teams in the Domestic Broadcast Business, we have embarked on a journey towards making consumer/ customer centricity a key strategic priority for us. While this structural change may be seen as a simple merging of the marketing and the strategy and insights functions, our vision is much larger than that. We endeavour to create this new function as an epicentre for driving consumer/ customer centricity across the organisation.”

     

    Added Agarwal: “Our viewers are evolving at a pace never seen before, and the only way to win their hearts is to be fully tuned in and translate this understanding into compelling offerings. We need to break the wall and all the layers between viewers and creators to build a seamless soul to screen storytelling and connecting conversations with our consumers and customers. I am honoured and thrilled to take on this new role and build our customer centric ZNA that is factful in decision making and mindful of the viewer’s perspective in everything we do.”

     

     

  • A massive hunt for ‘Bedhadak Bharat’ stories in 10 cities across the length and breadth of India

    Zee Katha Caravan goes story hunting across India

    By A Correspondent

     

    Zee’s latest initiative, ‘Zee Katha Caravan – Come tell us an extraordinary story’, will see it travel across 10 cities looking for storytellers with the ‘Bedhadak Bharat’ spirit at the core of their narratives. The best stories will be brought to life on the television screen.

     

    Said Prathyusha Agarwal, CMO, ZEEL: “In a country as vibrant and diverse as India, there are uniquely charming characters every 100 kms with a story to tell. As a storyteller fuelling culture, we strive to bring this viewer’s soul to screen. Most stories at the core are driven by innate human truths but the cultural context of that truth really dictates the connect a story and its characters make with that culture. Zee Katha Caravan is a step ahead in looking for culturally rich stories, stories of a ‘Bedhadak Bharat’ that is vibrant, spirited and taking charge of its destiny like never before. We at Zee, recognise there is an abundance of talent across the many Bharats who have a strong story that is waiting to be told. Zee Katha Caravan shouts out to all storytellers to come tell us an extraordinary story that we can together bring to life.”

     

    Zee Katha Caravan is being conducted in partnership with Roshan Abbas’ Kommune, a performing arts-based startup.

     

     

  • Zee Biskope (Bhojpuri), Zee Thirai (Tamil) and Zee Picchar (Kannada) are the three channels announced

    Zee announces 3 regional movie channels

    By A Correspondent

    Zee Entertainment Enterprises Ltd. (ZEEL) has announced today that it will further strengthen its regional portfolio to serve the many Bharats within our country with four new channels – Punjabi GEC Channel – Zee Punjabi (which we wrote about earlier) and three movie channels – Zee Biskope (Bhojpuri), Zee Thirai (Tamil) & Zee Picchar (Kannada)

    Said Punit Misra, CEO – Domestic Broadcast Business, ZEEL” “ZEEL has completed 27 illustrious years, now entertaining over 800mn people across India, 650mn of which comes through our non-Hindi offerings. We at ZEEL have always believed that deep understanding of cultures across the many Bharats, and then serving people entertainment rooted in each culture is what wins hearts, be it through original shows, or through curation of content like movies. As India’s leading broadcaster with successful channel offerings across states, we have consistently showcased our capability to understand the cultural pulse of our extraordinary country. This is at the core of our differentiated strategy at ZEEL. Our newest offerings are designed to add to our growth trajectory, further cementing our belief in winning hearts across many Bharats.”

    Added Prathyusha Agarwal, Chief Marketing Officer, ZEEL: “At Zee, we have always believed that at the heart of storytelling lies culture, and for successful and endearing stories, one needs to obsess about getting deep inside this cultural core of each of our regions. This “soul to screen” approach is what helps us bring alive the spirit of that region through unique stories, relatable charming characters and boli that drives love for our brands and helps us belong to our audiences. From a highly TV penetrated but hugely under consumed latent Punjabi GEC opportunity to insatiable, thriving demand for movies in the Bhojpuri, Tamil and Kannada markets, the regional need gaps present the perfect opening to further deepen these bonds. We crafted and curated these four new offerings powered by deep viewer understanding, loads of passion and hoping that our viewers enjoy them as much as we did creating them!”,

     

     

  • The festive offer prices will be available with immediate effect

    Star India, Zee & Viacom18 announce festive pricing

    By A Correspondent

     

    In keeping with the festive spirit, Star India, Zee and Viacom have announced special pricing for it’s a la carte channels.

     

    Said Sanjay Gupta, Country Manager, Star and Disney India Star on its ‘Tyohar ka Upahar’ promotional offer for its 16 a-la-carte channels: “The Star network is known to offer best-in-class content inspiring a billion imaginations, making us a household name today. With this promotional offer for the festive season, we hope to spread even more cheer and get more families to experience and engage with our varied entertainment offerings.”

     

    As for Zee, the festive offer sees the a la carte price of Zee TV, Zee Marathi, Zee Bangla, Zee Telugu, Zee Kannada and Zee Sarthak been reduced from the present Rs 19 to Rs 12 per month.

     

    Said Atul Das, Chief Revenue Officer – Affiliate Sales, Zee: “Zee is the pioneer of Indian television industry. Starting with ‘Zee TV’ 27 years ago, and with addition of its strong regional language offerings over the years, Zee is today the No 1 entertainment network in the country. Zee further demonstrated its leadership by becoming the first major broadcaster to declare MRPs under the NTO regime, in August 2018. While there were teething issues during the initial phase of NTO transition, it has brought greater transparency across the television value chain.”

     

    Commenting on the initiative, Prathyusha Agarwal, Chief Marketing Officer, Zee Entertainment added: “With the movement from low involvement bulk purchase to high involvement active unit purchase, the MRP regime is a great move for the consumer. Zee with its strong channel brand and culturally rooted content has become an obvious first choice for viewers. We firmly believe that we have fundamentally great products and robust value offerings. As a broadcast network, our endeavor therefore is to make our channels more and more accessible to the maximum number of viewers across the country. This festive bonanza offer would be an irresistible consumer delight and will go a long way in deepening consumer loyalty with the TV entertainment category.”

     

    Viacom18 too has announced a la carte price for its flagship Hindi GEC Colors and Kannada GEC Colors Kannada at Rs 12/month each. In line with this special festive price, Viacom18 is launching a consumer awareness campaign ‘Har Din Diwali’ encouraging viewers to now subscribe to these channels at its new price point.  As part of this offer, the a-la-carte price of COLORS and COLORS Kannada has been reduced from the present price of 19 to 12 per month each.

     

    Said Sudhanshu Vats, Group CEO and MD, Viacom18:“As a broadcast network, our aim is to make our channels more accessible and affordable to all viewers across the country. While we are launching a slew of exciting shows on our channels, this festive offer – ‘Har Din Diwali’ will further empower our consumers to access their favourite shows at a more affordable price point.”