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'That's My Thing' is Zing's new youthful identity

The youth entertainment channel has roped in Shraddha Kapoor to promote its new look and altering its programming patterns to connect with GenNext. A new youth-based fiction show 'Aye Zindagi' will be added to the bouquet and a lot more

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'That's My Thing' is Zing's new youthful identity

'That's My Thing' is Zing's new youthful identity

The youth entertainment channel has roped in Shraddha Kapoor to promote its new look and altering its programming patterns to connect with GenNext

BestMediaInfo Bureau | Mumbai | July 11, 2016

Zing-That's-My-Thing

Youth entertainment channel Zing has revamped itself keeping in mind the changing audience perceptions and viewing patterns, and roped in Bollywood actress Shraddha Kapoor as its new brand ambassador to target the youth.

The three most important things in a youth's life today are career, relationships and attitude and keeping that in mind, the channel is flaunting its new identity, 'That's My Thing'. The new tag-line embodies the youth and their outlook that they are totally clear about what they want and how to achieve that.

Vishnu Shankar Vishnu Shankar

Speaking on the revamped look, Vishnu Shankar, Business Head, Zing, said, “Today's youth voice their opinions on all matters that concern them. They have a large appetite for risk and experimentation. Their emphasis now is on being individualistic and being comfortable with it. Zing is aware and conscious of this phenomenon; thus 'That's My Thing' fits our brand identity. This campaign is fresh and youthful keeping in mind the ideologies of today's generation.”

With the change in positioning, Zing is altering its programming patterns too. The focus of the channel now is to project the youth as dynamic, innovative and adaptive. Zing's flagship show 'Pyar Tune Kya Kiya' has been a slot leader and will entering the next season with new anchors and a different approach. A new youth-based fiction show 'Aye Zindagi' will be added to the bouquet. This new show will have a fresh approach towards the youth and their problems and how they deal with them. Adding to the roaster, the channel will add a few non-fictions going forward.

Along with all this, the channel will continue to stick to its core concept of entertaining the audience with innovative content and music.

With the brand campaign of the channel, Zing has devised a 360 degree marketing campaign which includes television, outdoor, trade, DTH, radio, digital and social media activations.

Owned by Zee Entertainment Enterprises, Zing was first launched in 1997 as Music Asia, re-launched as Zee Muzic in 2000, revamped in 2005 and finally repackaged as Zing in April 2009.

The promo:

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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