Zee5 launches Play5 to offer consumer engagement through innovative and interactive experience

ConTech brand Zee5 has announced the launch of Play5 – a unique tool which will let brands engage with their consumers through innovative and interactive experiences. Fourth in line offering from the Zee5 India’s industry defining ad-suite, it is designed to boost engagement and talk to segment of one in a brand safe environment.

Society is saturated with so much information, and users need an incentive that, among all this vortex, will help to awaken their interest and their desire to read more information about a topic beyond the title of a post or email. In other words, they need something essential that motivates them, that will surprise them and help them to focus all their attention on what they are doing. Play5 is tailormade to address these issues and engage with the target consumer in a hyper-personalised way.

The overall strategy rests on four key pillars that include customised gamification for the brands, branded polls, quizzes and tailored segment within ongoing reality show gamification. This integrated approach results in driving effective engagement and enhance consumer experience, seamless brand integration and visibility, segmentation capabilities to drive further engagement, leveraging brand legacy and advanced user profiling with insightful reports.

Taranjeet Singh, Chief Revenue Officer and Business Head, Zee5 India, said, “The viewer today is spoilt for choice and we are competing with media formats across the spectrum for their attention. With Play5, our endeavour is to engage with the audience through hyper-personalised and interactive formats. We are confident that through this offering, brands will be able to bring alive their offering before the audience rather than just target them. Our other offerings from ad-suite have been extremely well-received by our brand partners and we are confident that PLAY5 will be no different."

Some of the brands/shows who have successfully used Play5 are Colgate, Asian Paints, CEAT, Fortune Premium Kacchi Ghani Pure Mustard Oil for Dadagiri Season 8; Birla White Wallcare Putty, Goodknight, Kinderjoy, Bournvita for Dance India Dance  - Battle of Champions to name a few.

In 2019 itself, Zee5 has rolled out around 28 original shows across genres, and the platform is committed to launching 72+ shows by March 2020. The platform claims to have crossed 70 million+ downloads since launch on the Play Store and recorded 9mn DAUs as of September 2019.

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