The channel shares a deep emotional bond with its audiences constructed over time by its content material and communication.
Throughout the pandemic all of us went by our share of challenges. After practising ‘social distancing’ for practically a 12 months and half, we have now realized how a lot we crave human connection. Not with the ability to dine with pals, see family members or work together with co-workers has intensified the worth of relationships. What these robust instances have really taught us is that we’re a collective. Our joys and progress are intently interlinked to 1 one other. Now as we transfer forward, we worth these connections much more. Echoing the identical perception, Zee Cinema has launched its marketing campaign #RehnaHaiSaathSaath, which celebrates the spirit of unity, belonging, hope and positivity.
Zee Cinema, the main Hindi film channel, is understood for the Blockbuster motion pictures and household leisure. The channel shares a deep emotional bond with its audiences constructed over time by its content material and communication, which is why it has, right now, develop into part of audiences’ household. Model analysis reveals that audiences place the channel within the Orange needstate of Needscope mannequin, which is strongly related to attributes ofTogetherness, Belonging, Concord, hope and encouragement. With the Model philosophy of ‘Jazba Hai Jeene Mein, Jab Cinema hai seene mein’, Zee Cinema all the time goals to infuse positivity and encourage each particular person to take advantage of all the things life has to supply. This marketing campaign is in keeping with the identical model goal, the place the channel goals to foster a deeper reference to its viewers utilizing extraordinarily topical and due to this fact unmistakably relatable truths.
The marketing campaign is strongly linked with the character of content material the channel affords and the values it portrays. It takes a cue from one of the vital watched movies on the channel throughout the pandemic – Hum Saath Saath Hain. Folks linked with this movie much more throughout this part as a result of it made them ’really feel good’ and extra importantly ‘really feel collectively’. The channel took this essence to construct a marketing campaign across the theme #RehnaHaiSaathSaath.
Collectively, Zee Cinema and its inventive company Lowe Lintas conceptualised and created a collection of three model movies that places the highlight on an array of feelings folks skilled throughout the Covid-19 pandemic. Capturing the sentiment – ‘Ek daur se guzar ke hello humein pata chala, saath rehne ki ahmiyat, these heartfelt tales spotlight how we now treasure reference to one another greater than ever. These model movies will likely be promoted throughout TV and digital platforms in a multi-phased marketing campaign.
Speaking concerning the model marketing campaign, Ruchir Tiwari- Cluster head, Hindi film channels, ZEEL mentioned,
“Zee Cinema has household leisure at its coronary heart and strives to ship it with each film presentation. Throughout the pandemic, we tried to assist our audiences keep entertained and engaged with heart-warming movies. On this part, we have now all skilled a whirlpool of feelings. Right here, connections have helped us survive and togetherness is what helps us progress. Rehna Hai Saath Saath is an extension of this sentiment. By means of this model marketing campaign, we need to rejoice every viewers member, their spirit and our skill to work collectively by all of it. We hope to instil this spirit of happiness and ship the promise of high quality leisure to all of the households linked with us.”
Kartik Mahadev, CMO- Content material enterprise, ZEEL added, “Cinema is an inspiring and binding medium. This turned much more obvious after we gathered round our tv, as households, and watched motion pictures collectively throughout the troublesome part of lockdown. The identical is mirrored by the 13% viewership rise for the Hindi Films Style throughout the 2nd wave. Zee Cinema has all the time been a champion of blockbuster motion pictures and cinema’s core attribute of inspiration and togetherness. We, as a society, come collectively and do the extraordinary when instances are robust. The “Rehna Hai Saath Saath” marketing campaign captures this spirit of togetherness that has helped us emerge stronger. Every model movie mirrors the story of not only one individual however the story of us as a folks. It encourages us to maneuver ahead with a brand new sense of positivity.”
With festivities enveloping our spirits, Zee Cinema’s ideology – Seene Mein Cinema positive aspects momentum because the channel gears as much as air back-to-back blockbuster motion pictures like Rashmi Rocket, Thalaivi, Squad, Antim, Sooryavanshi, Sanak and lots of extra. With this model marketing campaign, the Zee Cinema household goals to create significant touchpoints to work together with their viewers whereas wholeheartedly celebrating hope, positivity, and togetherness.
