Zee Media has launched a Marathi weekly print publication titled Zee Marathi Disha. Announcing the same through an advertising campaign conceptualised by Publicis India, this is the fourth entity in the Zee Marathi network – the regional cluster of ZEEL and Zee Media.
Apart from Zee Marathi, Zee Talkies and Zee 24 Taas, which are the television products of the company, Zee Marathi Disha is its first venture in regional print space. The company also operates an English daily newspaper DNA. The new Marathi weekly will be present across 130 towns of Maharashtra.
With Marathi editorial content across genres such as current affairs, business, health, entertainment, technology and kids, this 44-page Marathi newspaper is curated to appeal and target every member of the family. It is this appeal that is encapsulated in the brand thought of Zee Marathi Disha – ‘Panopani nava, pratyekala hava’ (new in every page, such that everybody wants it).
Sanjeev Garg, CEO, DNA and Zee Marathi Disha, explained, “There was a clear opportunity to create a vibrant and premium newspaper that was an aggregator for the whole family. The market looks for brands that they can trust in the era of fake news. The brand will resonate with the values, ambition and the mindset of every Maharashtrian household. It was about time that we had differentiated yet extremely relevant content that was served to the readers in Maharashtra and we readily accepted the challenge. The clutter-busting approach of adopting an all family inclusive newspaper as opposed to the traditional segmentation helps in getting families together though the product.”
The launch campaign has been conceptualised and executed by Publicis India.
Paritosh Srivastava, COO, Publicis India, said, “For years now, Zee Marathi network brands have had a strong relationship with its viewers, which we see being leveraged through their new weekly print offering as well. Our main task was to develop a sharp brand thought and launch communication that differentiates Zee Marathi Disha in the category. Given that this weekly newspaper will hit stands every Saturday and offers content across a plethora of genres, we pegged our campaign on the idea of Zee Marathi being a family favourite for weekend leisure reading.”
The campaign comprises two films rooted in the brand thought, with print and outdoor working as support mediums to the campaign thought. The first film titled ‘Complaining Girl’ opens at a little girl complaining about her elder brother to her grandfather to get him Disha, from her elder brother who was engrossed in the weekly. Later, her grandfather takes it from the brother and immerses himself in the paper, instead of handing it to the girl. The girl goes on to complaining about it to her father, mother and everyone, but everybody takes the paper and reads it themselves, instead of giving it to her.
In the second film, the whole family is looking for Disha. After a long search, the father says Disha is under the bed, where we can see a little girl scribbling her crayons onto a paper. It comes out that the family was looking for the paper (newspaper) and not the girl.
Elaborating on the campaign thought and creative execution, Bobby Pawar, MD and CCO, South Asia, Publicis India, said, “The task was to establish Zee Marathi Disha as a weekly newspaper for every member of the family, from a kid to the elderly. So we decided to take a light-hearted approach that would appeal to every family member. The communication also manages to establish the name ‘Disha’ in a memorable way and make it a sought-after newspaper for our Marathi speaking audience.”
Managing Director and Chief Creative Officer: Bobby Pawar
Managing Director: Srija Chatterjee
Chief Strategy Officer and Managing Partner: Sudeep Gohil
Chief Operating Officer: Paritosh Srivastava
Creative Team: Gururaj Rao, Avinash Jakhalekar, Shashank Murli
Account Management: Nikhil Kumar, Chandani Mahidhar, Anand Padwal, Trisha Satra and Mihir Amrite
Account Planning: Binita Tripathy
Film 1 (Girl complaining)
Production House: Kothare Vision,
Director: Mahesh Kothare, Gururaj Rao
Film 2 (The Search)
Production House: Tell A Tale Media,
Director: Mahesh Tagde, Gururaj Rao