Zee Zest takes a digital-first approach to augment its 360-degree presence

Leading lifestyle channel Zee Zest will take the digital-first approach by launching two exciting shows only on ZeeZest.com and Youtube. Tapping into the potential the digital age presents, the brand under its Zest Originals umbrella is creating innovative content to reach out to millions of its viewers globally. Titled Body Love and Dude aur Deewani, both shows will be streamed on ZeeZest.com and the channel’s Facebook and Instagram pages post their YouTube debut.

A digital-first strategy was part of the channel’s vision to ‘unlimit’ experiences for its 2 million plus strong user base on social media (YouTube, Instagram and Facebook) and offer a spectrum of on-demand lifestyle content. It drives direct conversations with the audience which is essential to create a buzz and get valuable feedback from them in real-time.

Excited about the channel’s first-ever shows primarily designed for an online audience, Amit Nair, Business Head, Zee Zest, said, “Zee Zest achieved the no.1 position for lifestyle genre within its first month since inception. While audiences have loved and appreciated our conent on television, we are looking to augment our 360-degree proposition by expanding our digital footprint. Digital disruption has led to a pivotal shift in the entertainment industry. Viewers are increasingly consuming content online preferably through portable devices. Our viewers remain at the heart of all business decisions. Hence, we’ve designed bite-sized video content, that’s easier to consume digitally and accessible to even those who wish to consume it through our website, app, YouTube, or social media platforms. We want to leverage our expertise and network to create meaningful and distinctive content that entertains viewers across the world.”

Premiering on YouTube on June 18, Body Love is a wholesome 360-degree guide for viewers across ages and sizes who aspire to stay healthy and fit to elevate their energy levels and boost their self-esteem. Hosted by postpartum fitness influencer Harman Sidhu the series concentrates on ‘active lifestyle’ through a fitness regimen that can easily be done at home along with a plethora of nutritious balanced meal options to complement the workout.

Across the episodes viewers are introduced to everything from beginners’ workouts to HIIT, that can be done anywhere from one’s drawing room, bedroom, terrace, balcony or even the nearest park. Audience will also get tips on how to select appropriate clothing and the right equipment to invest in for home workouts. Harman’s own fitness journey serves as an inspiration as she talks about her post-partum weight loss of over 30 kgs. Achieved through a consistent workout regimen, makes it more relatable for viewers.

While Zest Originals has an interesting roster, its second show Dude Aur Deewani is a pacey tour around the gastronomic world to discover unexpected food connections. Playing on the chemistry of a real-world couple from Bengaluru the show is hosted by Anurag Mallik (The Dude), a travel writer and tourism consultant and his partner Priya Ganapathy (The Deewani) also a travel writer and former journalist/ anchor with over two decades of media experience. In this soon-to-launch show, the affable couple connect the culinary dots under various themes and share exciting trivia and fascinating food history.

Body Love will premier digitally first on YouTube on June 18, followed by its launch on ZeeZest.com and the channel’s social media platforms.

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