“‘Language’ is the core proposition of ZEE5 which is embodied across the entire content and user experience of ZEE5. The platform offers its viewers around the globe a completely integrated entertainment experience across 12 languages and 11 display language personalisation options.” Explained Archana Anand, Chief Business Officer, ZEE5 Global.
In an interaction with MediAvataar India, Archana shared about the newest OTT platform on the block and how it will resonate with people who are ‘Dil Se Desi’.
Here is the complete Q&A.....
MediAvataar: Tell us about ZEE5.
Archana: ZEE5 is Zee Entertainment Enterprises Limited’s digital entertainment platform. We launched in India in February 2018 and soft launched across 190+ countries globally last month in October. With this launch we are the first Indian entertainment company to have an OTT available at this scale globally, after Netflix and Amazon Prime Video.
ZEE5 is a completely integrated entertainment offering, with both On-demand and Live TV channels. We have over 1,00,000 hours of content available for our global audiences across various genres like Indian Movies and TV Shows, Cine plays, Music, and Health and Lifestyle videos etc. along with a slew of exclusive Originals. All this content is across 12 languages: English, Tamil, Hindi, Malayalam, Telugu, Kannada, Marathi, Bengali, Oriya, Bhojpuri, Gujarati and Punjabi. With this range, we offer the largest width and depth of multi-genre content available in a single destination.
ZEE5 is available across multiple platforms-across Android and iOS phones. web, specific Smart TVs, Android TV, Apple TV.
MediAvataar: What was the key purpose behind launching this platform?
Archana: As a global content company, we need to be where our viewers are. With increased penetration of smartphones and improvements in internet infrastructure, more and more people are watching content online and on-the-go, and we needed to ensure that our viewers had access to our content anytime, anywhere.
We also saw a definite need-gap in the OTT space for strong language content. As more and more people come online, they increasingly want to watch content in the language of their comfort, and there is a clear dearth of this, which ZEE5 fills perfectly.
MediAvataar: What is it’s USP?
Archana: ‘Language’ is the core proposition of ZEE5 which is embodied across the entire content and user experience of ZEE5. The platform offers its viewers around the globe a completely integrated entertainment experience across 12 languages and 11 display language personalisation options. We have multi genre content available in English, Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Oriya, Bhojpuri, Gujarati and Punjabi. Not just that; on ZEE5 a user can also customize his navigation language, choosing from among 11 languages including English, Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Bhojpuri, Gujarati and Punjabi.
It also offers various additional user-friendly features like voice search, download to watch offline option, HD Quality video, adaptive bit rate streaming etc.
MediAvataar: Which are the key markets you are looking at initially and share the expansion plan?
Archana: In the first phase we are focusing on the South Asian diaspora across the globe as our language content is perfectly relevant to them. APAC, MENA and Africa are where we’ve rolled out our TVC right now, and we will soon launch this in Europe and Canada and Caribbean too.
MediAvataar: How do you look at the competition in this digitally dense era?
Archana: It’s really about how relevant you are to consumers and how distinctly you’ve been able to create a positioning for yourself, where the consumer considers you as the go-to destination for a particular proposition. If you’ve been able to clearly create this distinct positioning with the consumer, then it really doesn’t matter whether you have one competitor or a hundred.
MediAvataar: How do you plan to position ZEE5 on a global platform?
Archana: ZEE5 will clearly be the go to destination for language content. With over 100,000 hours of content across genres and languages, ZEE5 is the singular platform that’s tailor made for Indians and South Asians and beyond, around the world. With the launch of ZEE5 globally, we intend to own the India peg completely and be the unequivocal go to destination for Indian content for South Asians and beyond, wherever they may be. We offer content across 12 languages today and this is just the start. Over the next few months, we will be launching a significant amount of dubbed content in non-Indian languages also and will also create original content for local markets abroad.
MediAvataar: Throw some light on the ‘Dil Se Desi’ campaign.
Archana: Both ‘Dil Se Desi’ and the ZEE5 India launch campaign (which was rolled out in February 2018), ‘Apni Bhasha Mein Feel Hai’ actually have their genesis in the same insight; that Indians and South Asians today, irrespective of where they live or how globally connected they are, are fundamentally rooted in their culture and feel a strong sense of pride and belonging. Being ‘Desi’ today has moved from being just cool to becoming an intrinsic part of one’s identity
Given that digital is such a youth centric platform, our campaign plays on how traditions and cultural symbols have been adopted and adapted by the youth today – i.e. a henna tattoo replaces the traditional mehndi; payals get paired with sleek stilettos.
‘Dil Se Desi’ is therefore a contemporary blend of tradition and modernity that perfectly blends our audience’s current state of being with the connect back to their home, culture and tradition, thus building a strong resonance and emotional quotient with the brand
This emotion and connect to our roots and culture is celebrated in our campaign, and is further captured in the creative rendition #♥Desi
MediAvataar: What made you come up with the concept?
Archana: As we were launching in international markets we wanted to create a campaign that resonated with not just every Indian but every South Asian around the world including audiences living in countries like Pakistan and Bangladesh; one that would extend the ZEE5 identity to a global audience.
Dil Se Desi was Inspired by the insight that South Asians across the board are referred to as ‘Desi’ and wear that tag as a badge of honour. The South Asian diaspora remains hugely connected to and are proud of their roots, embodied in their culture and traditions, their language and their entertainment. With the tremendous love for desi content across the globe, the campaign speaks to the South Asian diaspora as a whole, and not just Indians living overseas.
MediAvataar: What was the messaging you had in mind while implementing the campaign?
Archana: ‘Dil Se Desi’ and the ZEE5 India launch campaign (which was rolled out in February 2018), ‘Apni Bhasha Mein Feel Hai’ have their genesis in the same insight; that Indians and South Asians today, irrespective of where they live or how globally connected they are, are fundamentally rooted in their culture and feel a strong sense of pride and belonging. For South Asians around the globe Being ‘Desi’ today has moved from being just cool to being an intrinsic part of one’s identity. The campaign taps into the emotion which not only embraces this desiness but celebrates it.
MediAvataar: What’s to expect from the Platform in the coming timeframe?
Archana: We will very soon be going live with ‘Dil Se Desi’ in Europe as well as in Canada and the Caribbean, marking our official entry in these markets. We have a line-up of some really interesting original content as well as several blockbuster films. On the business front, we have recently announced a strategic partnership with NetRange for their line of smart TVs. We’ve also got a lot of really strong partnerships in the pipeline and these will be announced over the next several weeks. These partnerships are across IPTVs, Telecoms and OEMs. So lots of exciting news coming up!
Animal Planet, India’s No 1 wildlife channel, will air a critically acclaimed award-winning film ‘Gyamo- Queen of The Mountains’ on November 27 at 9:00 PM.
Produced by Riverbank Studios in association with Discovery Communications India, the film is about Gyamo, a Snow Leopard and her 2 cubs, who haven’t been seen ever since a big male snow leopard appeared. The father son wildlife filmmaker duo Mike Pandey and Gautam Pandey return to Ladakh to pick up the trail and find the cubs. Exploring this amazing landscape, they discover there are many challenges that surround this endangered cat and threaten their very home.
The film has received accolades at leading film festivals globally including the Prestigious United Nations recognized conservation award at the Jackson Hole Big Cats Festival. Directed by Doel Trivedy & Gautam Pandey, ‘Gyamo – Queen of The Mountains’ has been screened at prestigious festivals including the UN Forum, BANFF Mountain Film Festival, Official Selection at WCFF, New York, Jagran Film Festival and is part of premiers of The Quotes from the Earth Film Festival (to be held in December). The film is also an official selection at the Indian Panorama to be screened at IFFI 2018, Goa, on November 22.
Director Gautam Pandey and Doel Trivedy at Riverbank Studios said, “We still don’t know how many snow leopards there are in the wild. Before we even begin to understand the cats and this incredible vast landscape they inhabit we can already begin to see the impacts of development and tourism. The film is a small effort to understand the ecology that sustains the snow leopard and also the deep connection with people who share its home and try and find solutions to protect this elusive cat before it disappears forever. It’s wonderful to partner with Discovery Communications India to bring this issue to the forefront and finally have a platform for conservation issues in India.”
Zulfia Waris, Vice President, Premium & Digital networks, Discovery Communications India, said, “Animal Planet has always been at the forefront of promoting conservation of wild animals. Our aim is to encourage and offer globally acclaimed content produced by the best production houses whether in India or abroad. ‘Gyamo- Queen of the Mountains’ not just narrates the story of a snow leopard Gyamo and her cubs, it also highlights various human caused factors which are disturbing their life in a very endearing way.”
iCubesWire, India’s leading performance marketing network, full-service digital agency & product development organization has announced the amplification of business. They have inaugurated a research & development center in Jodhpur, Rajasthan.
Headquartered in Gurgaon, iCubesWire has branch offices in Mumbai, Bangalore & London. This will be the fifth office of the organization.
The office in Jodhpur will be an extended arm of the organization which currently has 100+ employees across geographies. The team will comprise of major departments and verticals carrying out assigned responsibilities which will prove beneficial for other branches as well. The horizontal growth of the organization will certainly escalate the scope of employment in the nearby regions.
Speaking on the commencement, Sahil Chopra, Founder & CEO, iCubesWire, says, “An R&D center in Jodhpur looks promising as it will delve into the untapped market in terms of business development & manpower. We are eager to explore the competence and proficiency of the prospective employees that will impart freshness to our ideas and strategies. This is the first time we are enterprising besides the metropolitan cities and hope for progressive results.”
Gives fast-growing content production unit complete global reach, with 24-hour client coverage
Sébastien Desclée, Chief Executive Officer of FuelContent – the newest content production arm of the FCB Global Network – announced its expansion into India. With offices PAN India- Delhi, Mumbai, Bangalore, Chennai, Kochi and Kolkata, this new venture builds upon FuelContent’s existing hubs in Canada (Fuel Canada) and South Africa (Fuel SAF).
“Since its inception in 2016, FuelContent has been steadily gaining momentum to become a robust global network. This latest addition in India is the next piece in the puzzle, providing a rich market in which to tell ‘Never Finished’ stories to new audiences,” said Desclée. “Forging a larger FuelContent network adds value to our clients’ businesses and provides the opportunity for us to strengthen our offerings in Asia and continue to grow our global footprint.”
Desclée took the helm at FuelContent earlier this year after spending four years at FCB International, where he served as president. After launching FuelContent in key markets, Desclée sought to expand the network further, in order to deliver both for existing clients looking to extend their partnership in new markets and for new clients in need of content production solutions. Fuel Content on the whole specializes in film, animation, visual effects, post production, graphic design, photography and virtual reality.
Fuel India will be led by Debarpita Banerjee, President North and East, FCB Ulka, and the India operation will offer content creation solutions in an end-to-end format. “Fuel India will integrate key FCB tools like Brand Bedrock and align core brand strategy to content strategy, to create Never Finished content platforms. And since content creation is always a collaborative, Fuel India will also work closely with a network of individual content creators and different digital platforms to optimize content visibility and management.”
The region will also collaborate with Fuel Canada and Fuel SAF. Fuel Canada, led by FCB Canada CEO Tyler Turnbull, focuses on photography, graphic design and banner animation, while Fuel SAF, led by group managing director Mark Tomlinson, boasts expertise in TVC production & post production, 2D & 3D animation, 3D modeling & texturing and video editing. Between these three regional offices, FuelContent will be able to provide 24/hour service for its clients.
FuelContent’s entrée into India reflects the network’s desire to connect talent on a larger scale across continents, amplify its content creation and production offerings for clients, and increase its global reach as one consolidated network. The organization currently represents Adidas, BMW Cell C, Coca-Cola, Lexus, Lord & Taylor, MTV, NIVEA and Toyota, among others.
“In our fast-paced modern world, content has become one of the most powerful forms of communication. Growing FuelContent – FCB’s branch at the forefront of brand storytelling – provides increased connectivity and allows us to stay ahead of the curve. I am very excited about the potential this expansion brings,” added Carter Murray, FCB Worldwide CEO.
As ‘Dil Se Desi’ as you are: ZEE5 kicks off its international launch with a campaign that will touch a chord with the South Asian diaspora
The traditional Mehndi is replaced by a funky henna tattoo; Payals (anklets) are paired with stilettos, and rap replaces classical as the new embraces the old - in its own inimitable style. Upping the cool quotient of ‘Desi’ by several notches and capturing the essence of ‘Desi’ pride; the strong sense of belonging and connect with one’s roots felt by every South Asian living abroad, ZEE5 today launched its global campaign ‘Dil Se Desi’, officially marking the digital platforms’ entry into the International market.
An ode to Indians and South Asians around the world, ‘Dil Se Desi’ clearly announces the arrival of ZEE5, the largest, most comprehensive digital entertainment platform for language content, in APAC, Africa and MENA and very soon, in Europe, Canada and Caribbean. It is brought to life in a vibrant TVC that is a celebration of our ‘Desiness’, intricately weaving together our idiosyncrasies with what innately defines us and therefore binds us; our language, our culture and our entertainment.
Commenting on the launch, Amit Goenka, CEO, ZEE International and Z5 Global said, “In the first leg of our international foray, we intend to capture the hearts of South Asians across the globe and I think our campaign, ‘Dil Se Desi’ does this beautifully.“
“Interestingly, both this campaign ‘Dil Se Desi’ and the ZEE5 India launch campaign we rolled out in February 2018, ‘Apni Bhasha Mein Feel Hai’ have their genesis in the same insight; that Indians and indeed South Asians today, irrespective of where they live or how globally connected they are, are fundamentally rooted in their culture and feel a strong sense of pride and belonging. Being ‘Desi’ today has moved from being just cool to being an intrinsic part of one’s identity; and that’s what ZEE5 taps into. The emotion that whoever or whatever I am on the outside, on the inside I am ‘Dil Se Desi’ and I not only embrace, but celebrate who I am”, said Archana Anand, Chief Business Officer, ZEE5 Global.
It is this celebration that is brought alive in the campaign that’s been painstakingly and jointly crafted by the teams at ZEE5 and Publicis Capital. And it is this same celebration that is further captured in the creative rendition #♥Desi.
Says Archana Anand, “When living in a different country, it’s the language, festivals, food, movies and music that keeps you connected to home and gives you a sense of pride and belonging, and hence ‘Dil Se Desi’. ZEE5 also celebrates this sense of belonging with its all-encompassing focus on languages across both its content and user experience, and is ‘Dil Se Desi’ in itself. With over 1,00,00 hours of content across 12 languages, ZEE5 is sure to quickly become the only choice for South Asians in any country to access Indian content online, and immediately connect to home.”
Bobby Pawar, Chief Creative Officer & Managing Director, Publicis Worldwide (India), said: “There is something that happens when people from South Asia move abroad. We become one vibrant community that is united by what we all have in common, and this community is known as ‘Desi’. The ‘Dil Se Desi’ idea celebrates what we love about being ‘desi’, the quirks, the attitude, the culture, the coolness, the togetherness and the content we can’t do without.”
Zee Entertainment Enterprises Limited’s digital entertainment platform ZEE5 has gone LIVE in over 190 countries, offering the largest width and depth of multi-genre content across English, Tamil, Hindi, Malayalam, Telugu, Kannada, Marathi, Bengali, Oriya, Bhojpuri, Gujarati and Punjabi. ZEE5 comes packed with 1,00,000 hours of On Demand content, including Indian Movies and TV Shows, Cine plays, Music, and Health and Lifestyle videos along with a slew of exclusive Originals, across 12 languages. It also has an extensive Live TV offering with 60+ popular Live TV channels.
The ZEE5 App can be downloaded from Google Play Store as well as the iOS App Store and can be accessed by visiting www.ZEE5.com. The app is also available on Samsung Smart TV, Apple TV and Android TV; and will be available soon on Amazon Fire TV.
Client: ZEE5 Global
Team: Archana Anand, Krunal Desai, Tanisha Agrawal
Agency: Publicis Capital
Creative: Bobby Pawar, Ashirwad Mhatre, 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)