ZEE’s campaign addresses the diversity of demands in the United Indian Family
With an objective to encourage consumers to make a smart choice for the entire family, ZEE, the No. 1 television network in the country joins hands with Lowe Lintas to launch their quirky new multi avatar ad campaign featuring popular actors like Ali Fazal, Akhil Iyer, Siddharth Menon, Hitesh Mulkhani & Pradhuman Singh in different regional renditions. Our research on subscriber choice modelling and path-to-purchase understanding pointed towards consumers treating television as a family asset. The monthly purchase is optimized for everyday entertainment needs of all the family members. Hence ZEE’s approach towards pack configuration has been ‘Family First’ which offers the top genres catering to 85% of the family’s daily viewing needs. Taking the “Channels Ka Chunaav 2019” forward into door to door campaign mode, the new TVC effectively brings alive the diversity in demands of the United Indian Family with a clutter breaking multi- avatar visual representation.
Viewers will see their favorite actors like Ali Faizal, Akhil Iyer, Siddharth Menon, Hitesh Mulkhani & Pradhuman Singh, display their versatility as they play various members of a family in different regional renditions of this quirky ad. Portraying the United Indian Family, each actor will play 5 different avatars - a 20-year-old younger sister, a sister in law, an elder brother, a father and a 25-year-old boy. The idea to get one actor to play multiple characters helped symbolize that despite being the same family, every member has their own diverse entertainment needs. Stemming from the “Channels Ka Chunaav 2019” campaign, the ad opens up with a politician (played by Yogendra Tiku) who during elections visits a family to ask them for their various demands which he can work towards fulfilling. Each member states their own quirky demand right from safed baingan ki biryani to Katrina ka kaala chashma, Shahrukh ka number, Azadi to Pragya ke saath selfie. Adding to the creative and ensuring authenticity in bringing alive each character, the voices were given by voice artists and not mimicked by the actors themselves. Further, the demands and quirks in each ad have been customized to that specific region’s cultural nuances. The ad reiterates the message of making the right choice and selecting the Zee Family pack which caters to the TV demands of every member of the family and is now available at a special launch offer of Rs. 39* for a complete set of 23 channels.
Speaking of the campaign, Prathyusha Agarwal, CMO, ZEE said, “With the power of choice shifting into consumers’ hands, this is the start of a big behavioral change for the consumers from a low involvement fee payout to an active choice and purchase process. Research showed that consumers consider television as a family asset, hence the creative hyperboles the diverse demands that are placed on this asset from a seemingly ‘similar’ family. With the topicality of election demands, the smart selection when it comes to TV pack choices would be to choose the Zee Family Pack at the special launch offer of Rs 39. Its great width of everyday consumption genres like Entertainment, Movies, News and Music and depth with many top channels within each genre make it a smart saver’s first choice. It is in the consumers best interest to ask their operators and opt for Zee Family Packs vis-à-vis an a-la-carte selection of channels given the great value for money the pack offers. We are extremely happy to partner with Lowe Lintas and Like-Minded People to bring alive this quirky entertaining take on the Diverse yet United Indian Families.”
Speaking about the campaign, Sagar Kapoor, Chief Creative Officer Lowe Lintas said, “Every family is unique. Every member in the family has unique needs and demands. There’s no better brand than Zee to understand the Indian family. Zee understands a family so well that they know no matter how different a family’s demands may sound, the family still has one soul. Hence the device of one character playing many members of a family. And Zee’s Family Pack to meet every unique need”
Speaking about the campaign, Piyush Raghani, Director said, “It is very rare to get an opportunity to work on an ad film which allows this kind of creative liberty and at the same time poses a strong challenge i.e. using the same actor to create multiple characters who are different personalities in themselves. They not only have to be funny as characters but so real as people that it brings out the humour in the story of the film itself. The script is the hero in this situation which makes the film stand out in its own way. We, Like-Minded People are glad that we could work on this one and It has been an amazing experience.”
This quirky multi-avatar multi-regional campaign will not only get a high impact promotion across the Zee network channels but also get a 360-degree boost on digital, radio and print platforms. Using the might of the star-studded network, lead protagonists and the viewers most loved characters along with popular anchors across ZMCL will canvass for this campaign. Apart from that, across regular media and social media platforms, ZEE will engage with families in each state to understand and cater to their quirky demands.
ZEE offers its viewers three very attractively priced packs ranging from the Zee Prime Pack Tamil-SD at Rs. 10* for 8 channels, Zee Family Pack – Hindi SD at Rs. 39* for 23 channels to the ZEE All-in One SD pack that brings the entire lot of 26 channels at just Rs. 59* only. ZEE Family packs offer top daily viewing genres -Entertainment, Movies, News, Music and Lifestyle, that caters to every member of the family, every day. Bringing the best of regional channels, the ZEE packs are available in 11 languages - English, Hindi, Urdu, Marathi, Bengali, Oriya, Bhojpuri, Tamil, Telugu, Kannada and Malayalam.