~ The Ad brings alive how ZEE Family pack with its
23 channels offers genres that fulfil the diverse
entertainment needs of every family member, every day!
~ At a special launch offer of Rs. 39* only
buy Zee Family Packs instead of individual channels to save more! ~
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.
