Zee Entertainment Enterprises Limited (Zeel) has launched a new campaign ‘Aankhon Ka Aandolan’ to build awareness about the benefits of a High-Definition (HD) channel viewing experience and drive a behaviour change. With multiple players having pushed the HD subscription, its penetration still stands below 10%. With this new campaign, the broadcast network aims to drive consideration to upgrade from SD to HD subscription amongst the current SD subscribers.
Conceptualised by Lowe Lintas, the campaign aims to be the trigger to upgrade to HD subscription by showing the consumers, the superior quality HD viewing experience that they are missing out on. ZEEL currently offers 14 HD channels. With the revised MRP price point regime that is expected to come into play in a few months from now, and the changing consumer behaviour pattern, the viewer will now be able to independently choose HD and SD channels separately giving them the power to upgrade to a superior viewing experience.
Launched in partnership with the country’s top DTH platforms like Tata Sky, DishTV, Videocon d2h, Airtel and cable platforms, the campaign has a clear Call-To-Action with a missed call number that will allow consumers to opt for their DTH partner or call their cable operators and enquire on the HD offers available.
The core idea of the campaign is led by strong consumer insights that address the inferior experiences that the SD channel viewers are currently settling for – less clarity, faded colours and stretched pictures. Along with the SD viewers, the campaign also reaches out to those HD viewers who believe that HD viewing is only relevant for specific content, whereas HD experience is an overall upgrade to a superior quality viewing world.
Commenting on the launch of the ‘Aankhon Ka Aandolan’ campaign, Prathyusha Agarwal, Chief Marketing Officer, Zeel, said, “While we focus on offering versatile content for consumers across age groups, we are equally invested in offering them superior quality viewing experience through our best in class HD technology. We have tailor-made our two brand films in eight languages and given it legs to appeal to our regional viewers spread across the country. The benefits of the HD viewing experience has been brought alive through the lead protagonist across regional markets of the Zee network.”
Sagar Kapoor, Executive Director, Lowe Lintas, said, “Finally, the eyes speak up. The creative idea stemmed from the very objective of magnifying the benefits of HD over the SD experience. We just shifted the lens on looking at a very apparent yet hardly spoken about TG. The eyes in this case. Hence the idea of eyes asking for HD viewing. It just made complete sense to land the advantage via someone who will benefit the most. Not to mention the cut through we get with the visual idea of creating characters out of eyes themselves.”
Anaheeta Goenka, President, Lowe Lintas Group, said, “In India a better service or product does not necessarily make for adoption. Especially when the comparative does not exist. That was our strategic challenge. Getting people to see the distinct value of HD vs SD. Easy to sell the product - but we refrained and instead took another journey from the ‘viewers eyes’.”
Zee Entertainment has launched a 360-degree marketing campaign influencing the consumers across their path to purchase journey. The media mix strategically uses TV, DTH and Out-of-home to build awareness, digital to influence behaviour and an aggressive retail promotion to trigger conversions at the point of purchase of the HD TV set. The high impact retail push is in association with the biggest electronic stores in the country such as Reliance Digital and Vijay Sales, during this festive season. Alongside, the company will also be seeding the campaign across Samsung and Panasonic stores in collaboration with Dish TV.
The campaign is promoted through the strength of the network with 35 channels coming together to achieve a reach of 40 mn viewers ably supported by our digital push with an estimated reach of 45 mn across the campaign period up till Diwali. The digital campaign has been designed to reach out to the SD viewers across platforms that they have used to either show interest in purchasing HD TV sets, make subscription payments or upgrade their lifestyle. The SD and HD subscribers will be targeted not only through the DTH and cable platforms but also through Zee network’s vast social media assets.
Innovative marketing formats have been used across social media and Out of Home to bring alive the tension points – example, usage of Uber cab windows to bring alive the ‘clarity’ difference between SD and HD channels.
Client: Zee Entertainment Enterprises Limited
Agency: Lowe Lintas