Zee Entertainment Enterprises Ltd. (Zeel) recently launched a music league, the Indian Pro Music League (IPML), airing on Zee TV and Zee5.
A unique reality format innovation, IPML has received an overwhelming response from leading brands across categories that have come on board as partners for the launch edition.
The music league has six teams representing different regions of India, battling it out against each other in a musical championship. The unique concept and the league’s star-studded line-up has attracted multiple advertisers to be a part of IPML as official sponsors, including Maruti-Suzuki India Limited and Hindustan Unilever Limited’s Lifebuoy as co-presenting sponsors; Parle Products Pvt. Limited’s Parle G and Procter & Gamble Hygiene and Health Care Ltd.’s Whisper as co-powered sponsors; Balaji Wafers as special partner; Nilkamal Industries’ Nilkamal Mattrezzz, Asian Paints Limited’s Ultima Protek and Life Insurance Corporation (LIC) as associate sponsors.
Ashish Sehgal, Chief Growth Officer, Advertisement Revenue, Zeel, said, “The rise of the ‘anytime’ consumer has fuelled the need for creating content that is platform-agnostic and that can be consumed by the audience any time of the day. Our objective has always been to maximise our content presence by being platform-agnostic and thereby providing holistic solutions to our advertisers. Our aim of bringing India’s first-ever music league on both, linear and digital platforms was to amalgamate the enthusiasm generated by a league with the emotion evoking power of music. We are pleased to see the overwhelming response received from our partners and we are confident the novel concept of the show along with the star-studded line-up will attract audiences across platforms to make the show a resounding success.”
In line with the Zee 4.0 strategy, creating extraordinary entertainment content via an integrated platform-centric approach continues to be a key area of focus for the company.