[ad_1]
The over-the-top platform from Zee entertainment – an India-based media conglomerate – Zee5 has launched in South Africa, Asia-Pacific, Africa and MENA.
The launch campaign Dil Se Desi [loosely translated as Indian/South Asian from the heart] has been created by Publicis Capital. The campaign makes a case for Indians, Pakistanis, Sri Lankans and Nepalese united by similar cultural mores. And pitches Zee5 as the most relevant content platform for this group.
Zee5 launches the platform to Europe, Canada and the Caribbean "very soon" according to a press release. Earlier this year, Zee's rival in the domestic market, the Star Network took its OTT platform Hotstar to the US and the UK, primarily on the back of sports-led programming.
Zee International and Global CEO Z5 Amit Goenka said: "In the first leg of our international foray, we are going to capture the hearts of South Asians across the globe and I think our campaign does this beautifully. "
Z5 Global's chief business officer Archana Anand aded: "Interestingly, both 'Dil Se Desi' and the Zee5 India launch their genesis in the same insight; that Indians and indeed South Asians today, irrespective of where they are globally connected they are, are fundamentally rooted in their culture and feel a strong sense of pride and belonging.
"When living in a different country, it 's the language, festivals, food, movies and music that keeps you connected. Zee5 celebrates this sense of belonging with its all-encompassing focus on languages and their content.
"With over 100.00 hours of content across 12 languages, it is sure to quickly become the only choice for South Asians in any country.
Publicis Worldwide's chief creative officer MD Bobby Pawar said: "When people from South Asia move abroad, we become one of our communities, and we are known as 'Desi'.
"The idea celebrates what we love about being 'desi', the quirks, the attitude, the culture, the coolness, the togetherness and the content we can not do without."
Credits:
Customer: ZEE5 Global
Team: Archana Anand, Krunal Desai, Tanisha Agrawal
Agency: Publicis Capital
Creative: Bobby Pawar, Ashirwad Mhatter, Tejal Sawant, Purbali Mukherjee,
Account management: Srija Chatterjee, Suraj Pombra, Sabina Singh, Shruti Patkar, Anchal Shah
Planning: Saloni Patil
Director: Kartik Ramnathkar
Production House: Prodigious (Chahna Rupani, Bhavna Gupta, Shariq Velkar)
Source link
