'Desperate Housewives' to sin on Zee Café

Zee Café will be airing all eight seasons of the American comedy-drama series, giving it a new flavour with the theme 'Sin is in'

BestMediaInfo Bureau | Mumbai | October 24, 2014

Zee Café will be airing all eight seasons of the American comedy-drama TV series 'Desperate Housewives' which has achieved a cult status amongst avid TV viewers. Zee Café is spinning a new flavour to the show by giving it the theme of 'Sin is in'. Targeting young urban females, this time around, Zee Café has taken the engagement levels a notch higher.

The channel is running a digitally-dominant campaign for the promotion of the show, through a specially created website - www.sinisin.in. The site has been created keeping in mind the tastes of young urban women, in order to intrigue them about the show, as well as give them an opportunity to engage with innovative activities on the website which are related to the show. For the same, the site has been designed in such a way that without answering a few basic fun questions in the beginning, one cannot access the site. Along with interesting pictures, trivia, and more, the website is one of its kinds. The campaign creative reflects the underlying theme of 'Sin is in' in the most fun and effective way.

Anurag Bedi

Anurag Bedi, EVP and Business Head, Zee Niche Cluster & ZMC, stated, "We are quite excited about the different viewer engagement activities, and have been getting a great response from viewers so far. Airing all eight seasons of the most watched show worldwide is definitely a milestone, and we are glad to have Zee Cafe continue to live up and deliver to the viewers' expectations."

In addition to the digital consumer engagement, Zee has also roped in radio channels for direct outreach in the metros, for that will not only push for episode tune in, but also engage the viewer via interesting hashtags, contests and RJ mentions. In an effort to connect with the audience pan-India, Zee Café will be airing promos of the show during the movie 'Happy New Year', across premium multiplexes in the metros.

Sharlton Menezes, ?Head-Content & Marketing, English Entertainment, ZEEL, stated, "The campaign is a very targeted one, with clear mindset of reaching out to young urban women, for which we have opted for radio, social media and movies, in addition to network promotions on television. Every little detail, be it the theme or the language used, has been created and designed based on what would appeal to young urban women.”

In addition to leveraging its target outreach of digital, theatrical promotions and radio, Zee Café has created a special and exclusive 'By Invitation Only' event, strictly for girls only.

Getting on to the sponsorship bandwagon on the show is Sensodyne as the 'Powered By' sponsor, with Snapdeal and Emirates as Associate Sponsors.

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