Streaming platform Zee5 Global has launched its global brand campaign “Welcome to South Asia: Stories from our world”, capturing the intriguing reality conundrum that is South Asia.
The campaign gives a 360-degree ringside view into how South Asia’s 5,000-year old legacy of history, language, stories, wars, travels and more collides with new progress narratives, building out amazing realities that lock in inspiring and unlikely heroes.
With a new twist, the campaign spotlights stories from India, Pakistan and Bangladesh, where even the ordinary looks extraordinary, leading to the narrative “if this is our reality, imagine our stories.”
“Welcome to South Asia: Stories from our world” is Zee5’s promise to represent South Asia’s realities and stories far distinguished from the mundane. Evoking an array of emotions through lived, handed down and multi-generational stories, the campaign focuses on how, to the outside eye, even the ordinary looks extraordinary here, and invites viewers across the globe to experience this world through the stories on Zee5.
Targeting South Asians across the globe, the campaign takes a visually thrilling route, with the video capturing the landscapes, culture and traditions, and the music and romance that make up our daily lives in the region, while giving viewers a close-up view into the incredible lives and stories of their homelands.
The 70-second campaign video was ideated/visualised by WYP Worldwide and touches upon the South Asian-themed stories woven together onto a single platform, Zee5.
Archana Anand, Chief Business Officer, Zee5 Global, said, “What we’ve done at Zee5 is quite unparalleled. We’ve taken the largest library of Indian content across languages and added the largest library of Pakistani shows and Originals as also Bangladeshi Originals, and we are taking this across the entire globe. With a staggering 130,000 hours of content, Zee5 is today the only platform to bring the extraordinary realities of South Asia alive through even more extraordinary stories in a single destination, and that makes it the foremost platform for South Asian stories globally. It is this new South Asia narrative that we looked for the campaign to convey, and it captures that perfectly through visually stunning depictions of music, cinematography, drama and more that make up the daily lives of people in South Asia.”
Amit Akali, CCO and Co-Founder, Wondrlab, said, “Very rarely do we get to create a campaign that literally the world will see. What makes Zee5 stand apart for the international target audience is that it’s truly a reflection of our region – India, Pakistan, Bangladesh and has unique content and stories from our part of the world. All around the world, people are embracing content from outside of their geography, in fact, hungry for it. And because content is only a reflection of our reality, we have some truly unique stories to share. We wanted to bring out this uniqueness of the region, and that of Zee5, with the aim of being the custodian of content from this part of the world. Which Zee5 truly is – if you see the bank of content from India, Pakistan and Bangladesh, it’s unparalleled.”
Already launched in the US during Zee5’s recent mega entry in that market, and evincing a great response, the campaign has now been launched across APAC, Canada, MENA, the UK and Europe. The high-frequency campaign will go live across TV, radio, social media and digital over the next several weeks in a 360-degree promotional effort built around the campaign messaging “Welcome to South Asia: Stories from our world”.
Zee5 welcomes its viewers into a world of 130,000 hours of stories from India, Pakistan and Bangladesh, spread across TV shows, movies, originals, and music, health, and lifestyle videos. This content is available in Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Oriya, Bhojpuri, Gujarati, Punjabi, as well as Urdu, Bangla (Bangladeshi) and Malay, Thai, Bahasa and Arabic, with key titles dubbed and/or subtitled in English.
Diaspora audiences across the world now have access to blockbuster Bollywood movies and more across languages as also web-series from India, Pakistan and Bangladesh. Key titles include 14 Phere, State of Siege: Temple Attack, Churails, Sunflower, Jodi Kintu Tobuo, Contract, Mainker Chipay, Churails, Dhoop Ki Deewar, Ladies & Gentlemen, Kaagaz, Chintu Ka Birthday and the newly added youth-centric TVF Originals such as Tripling, Permanent Roommates and more.
The upcoming magnum opus RRR from “Baahubali” filmmaker S.S. Rajamouli, starring N.T. Rama Rao Jr., Ram Charan, and Bollywood’s Ajay Devgn and Alia Bhatt will also be releasing on Zee5 in all South Indian languages.
Client: Zee5 Global
Team: Archana Anand, Krunal Desai, Ekta Gulechha, Ruchir Kotak
Agency: WYP Wondrlab
Creative: Amit Akali, Ruchita Zambre, Tanuj Khanna, Aditi Laxmanrao, Saad Patel, Vishu Nagula
Account Management: Rakesh Hinduja, Ankita Suraiya, Sai Chaulkar
Planning: Ajeeta Bhardwaj and Shyam Kumar
Music: Sakar Apte
Production House: Open Mind Media Production