~Offering a powerful combination of platform convenience for seamless viewing and compelling content, ZEE5 further strengthens its position as the go-to entertainment platform for audiences across India~
India, March 11, 2021: ZEE5, India’s most preferred OTT platform and multilingual storyteller for a billion Indians, has unveiled its latest integrated marketing campaign – ATM, acronym for ‘Any Time Manoranjan’. With a deep-rooted presence across the country, ATM aims to further strengthen ZEE5’s connection with audiences across the country by offering TV shows, movies, news, and much more for free to its AVOD consumers. Targeted primarily at the TV viewing audiences across tier II cities, ZEE5’s ATM will offer audiences the opportunity to consume entertainment anytime, anywhere, and in the language of their choice. Starring ZEE5’s most popular celebrities Shraddha Arya and Tejashri Pradhan, the campaign will be launched in various languages – Hindi, Marathi, Tamil, Telugu, Kannada and Bangla.
Kundali Bhagya lead actress Shraddha Arya on her association with the campaign said, “Today, we have so many fans sitting in any part of the world watching our show lovingly because digital has made it possible for them to watch content anytime, anywhere. People can catch up on all the seasons starting from the very first episode. ZEE5’s Any Time Manoranjan campaign is synonymous with this ideology and I am thrilled to be a part of this campaign.”
Aga Bai Sasubai lead actress Tejashri Pradhan on her association with the campaign said, “It has been such an incredible opportunity for me to be a part of the Aga Bai Sasubai family. We have seen so much love for the show from our fans and thanks to platforms like ZEE5, people across the world can watch us on their devices, anytime, anywhere. This has been beautifully captured in the Any Time Manoranjan campaign that I am proud to support.”
Launching the campaign, Manish Kalra, Chief Business Officer, ZEE5 India said, “As India & Bharat’s multilingual storyteller, we have entertained millions of Indians with our diverse gamut of content offerings for the past three years. Through the ATM campaign, we aim to acquire new users and encourage TV watchers to download the ZEE5 app for an unmatched experience, using a powerful combination of platform convenience and compelling content. We chose this proposition because the word “ATM” connotes instant accessibility; and we want users to think of ZEE5 like an ATM that gives you access to entertainment anytime, a.k.a. ‘Any Time Manorajan’. Through our ability to deliver multilingual purposeful content across various devices, ecosystems, and operating systems, we want to target the gap between the TV watching audience and OTT users by introducing them to a world of real, relevant, and resonant Indian stories on our platform.”
Following a 360-degree approach to target Indian entertainment lovers, ZEE5 has planned a high-frequency TV campaign across multiple ZEE network channels, leveraging prime time spots as well as some new launches like Indian Pro Music League to get maximum reach. The campaign will also be rolled out across owned social media platforms and will drive conversations through influencer marketing to further amplify the proposition. Deepening inroads into Bharat, the platform will target Tier II and Tier III towns with clutter-breaking creatives in high-footfall areas and run campaigns across top radio stations in key markets. To highlight the campaign, ZEE5 will add ATM messaging in all the featuring banners for tentpole shows to build further recall.
ZEE5 has successfully struck a chord with many Indians within the country; last December, the platform clocked in 65.9 million MAUS and 5.4 million DAUS. ZEE5’s repertoire of content includes Indian and global movies, catch-up content, and live TV, shows, news, music, live events, and much more. With a rich library of over 120+ original shows, ZEE5 offers content in 12 Indian languages and since its inception, it has had 85+ regional launches: 55+ web series, 5 short films, and 25+ movies in Tamil, Telugu, Marathi, Kannada, and Bengali across genres. Additionally, the platform offers content in – Hindi, English, Punjabi, Bhojpuri, Gujarati, and Odia.
ZEE5 is India’s fastest growing ConTech brand from the stable of Zee Entertainment Enterprises Limited (ZEEL), the country’s largest media conglomerate. The streaming platform offers a rich library of over 120+ original shows and 1.25 lakh hours of on-demand content spanning the best of Originals, Indian and International Movies, TV Shows, Music, Kids shows, Edtech, Cineplays, News, Live TV, and Health & Lifestyle. Spread across 12 languages – English, Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Oriya, Bhojpuri, Gujarati and Punjabi, ZEE5’s bouquet of offerings also includes HiPi – India’s hottest short video platform, which has been steadily amassing users. A strong deep-tech stack, stemming from its partnerships with global tech disruptors, has enabled ZEE5 to offer a seamless and hyper-personalised content viewing experience in 11 navigational languages across multiple devices, ecosystems, and operating systems.