Full-service digital marketing agency TheSmallBigIdea has won the social media mandate for Zee TV. The mandate was awarded post a multi-agency pitch which saw participation from several other leading digital marketing consultancies.
TheSmallBigIdea’s data driven approach to content backed by their in-house analytics tool ‘ACE’ aided this win.
The addition of Zee TV further strengthens TheSmallBigIdea’s entertainment portfolio and positions it as a partner of choice for media and entertainment brands in India. Launched in 1992, Zee TV is the flagship channel of Zee Entertainment Enterprises Ltd with a strong foothold in rural and urban markets across India.
As a part of its mandate, TheSmallBigIdea will reinforce Zee TV’s existing presence on social media platforms and create a unique and distinct social positioning for the channel and its shows thus setting it apart from its competitors. TheSmallBigIdea’s analytics tool ACE will help in storytelling through social, enterprise and ancillary research driven data. It will also make use of gamification through some of Zee TV’s most adored and followed characters, to keep its audience engaged and build affinity. Additionally, through its social communication, Zee TV fans will now have an opportunity to know more about their favourite actors beyond their on-screen personas.
Krithika Sriram, Head of Marketing, Zee TV, said, “We are growing exponentially and as we further strengthen our content offering, it is imperative for us to have the right partners on board to further propel this growth. TheSmallBigIdea brings to the table strong data-centric strategic and creative expertise in the social media space and we're looking at working closely with them to help us drive deeper engagement with our audiences across markets.”
Harikrishnan Pillai, Co-founder and CEO, TheSmallBigIdea, said, “The Zee TV mandate win is a special one. I began my career with it in 2008. So it’s like completing a full circle. It is one of the strongest Indian television brands which has created iconic shows, characters and reality shows and has rewritten the Hindi GEC rulebook at various levels. To play a role for them in unlocking the digital potential is a huge opportunity and honour for us. We have a very strong entertainment portfolio, with which comes a very strong understanding of the category. With ACE, our propriety analytical tool, we have ear marked key strategic directions with the team at Zee and are positive of achieving it.”