Zee Punjabi, celebrates its second anniversary today, 13th January (2022)
In recognition of this momentous occasion, MediAvataar India caught up with Rahul Rao,Chief Channel Officer, Zee Punjabi to find out about the past, present and future of India’s one of the most loved channels
1.How has been the overall growth journey of Zee Punjabi so far?
The journey has been extremely enriching and rewarding from the best in class launch to reaching milestones like the number 1 Punjabi language channel in urban Punjab ( spiritual/ religious content excluded), to being the no.1 reach platform in Punjab to even achieving slot leadership in fictions… the people of Punjab have showered us with so much love and warmth that we feel a greater than before sense of responsibility to continue to provide them with best in class entertainment. While there have been challenges posed by the pandemic that the entire world has been dealing with but we’ve persevered buoyed by our inherent Punjabi Jazba and all the love and warmth of our viewers to ensure we provide non-stop entertainment
2. What things you keep in mind while formulating the marketing strategies considering the audience is from regional heartland ?
The one thing we will focus on when the pandemic abates is reaching our viewers directly and engaging with them intimately, we have thus far been restricted to engaging with them through our screens and online only, and have missed out on activations and engagements across the length and breadth of the state. Additionally, we want to focus on giving the viewers a real touch and feel of our brand and reach their doorsteps through our engagement activities similar to the way we have reached their hearts through our stories.
3. As the first Punjabi GEC channel how has been the response from national brands ?
The response has been encouraging with several large national brands choosing to advertise with us and be our partners. Our endeavour is to continue to build on our reach leadership in the market and be the platform of choice for all advertisers who want to reach our viewers.
4. Being a Punjabi GEC channel please elaborate on the consumer engagement campaigns done in the year ?
We have been a responsible corporate and marketeer and engaged with our viewers largely remotely, our campaigns have been focused on building our reach and getting more and more people on our platform on the back of a strong content sizzle and authentic and relatable stories. Going ahead in addition to the same we will be doing brand campaigns to build greater affinity for the brand
5. What can we expect from Zee Punjabi in 2022? / Expansion plans for 2022?
You can expect continued best in class entertainment be it fictions, non-fictions, movies and music from us as we launch some new fictions, non-fictions and premiere big Punjabi blockbuster films. We are constantly working on upping the ante as far as our content and production is concerned and will continue to do so.