Mumbai: Zee Marathi network has been a pioneer of regional content in Maharashtra, with iconic channels like Zee Marathi, Zee Talkies and Zee 24 Taas that hold a special place in the households of Maharashtra. Taking this legacy forward, they decided to launch a one-of-its-kind weekly print offering – Zee Marathi Disha across 130 towns of Maharashtra.Zee Marathi Disha,
With best-in-class Marathi editorial content across genres such as current affairs, business, health, entertainment, technology and kids, this 44-page Marathi newspaper is curated to appeal to every member of the family. It is this appeal that is encapsulated in the brand thought of Zee Marathi Disha – ‘Panopani nava, pratyekala hava’.
On the strategic approach and brand differentiation, Sanjeev Garg, CEO-DNA & Zee Marathi Disha, explained: “There was a clear opportunity to create a vibrant and premium newspaper that was an aggregator for the whole family. The market looks for brands that they can trust in the era of fake news. The brand will resonate with the values, ambition and the mindset of every Maharashtrian household. It was about time that we had differentiated yet extremely relevant content that was served to the readers in Maharashtra and we readily accepted the challenge. The clutter-busting approach of adopting an all family inclusive newspaper as opposed to the traditional segmentation helps in getting families together though the product.”
The launch campaign has been conceptualized and executed by Publicis India. Talking about the campaign, Paritosh Srivastava, COO – Publicis India said: “For years now, Zee Marathi network brands have had a strong relationship with its viewers, which we see being leveraged through their new weekly print offering as well. Our main task was to develop a sharp brand thought and launch communication that differentiates Zee Marathi Disha in the category. Given that this weekly newspaper will hit stands every Saturday and offers content across a plethora of genres, we pegged our campaign on the idea of Zee Marathi being a family favourite for weekend leisure reading.”
Elaborating on the campaign thought/creative execution, Bobby Pawar, MD & CCO – South Asia, Publicis India said: “The task was to establish Zee Marathi Disha as a weekly newspaper for every member of the family, from a kid to the elderly. So we decided to take a light-hearted approach that would appeal to every family member. The communication also manages to establish the name ‘Disha’ in a memorable way and make it a sought-after newspaper for our Marathi speaking audience.”
TVC Links:
Film 1 – Girl complaining
https://youtu.be/EdwZ7kYo8t8
Film 2 – The search
https://youtu.be/7pr7dASEVKo
The campaign comprises two films, both deeply rooted in the brand thought, with print & outdoor working as support mediums to the campaign thought.
Team Credits:
Client: Zee Marathi Network
Agency: Publicis India
MD & CCO: Bobby Pawar
MD: Srija Chatterjee
Chief Strategy Officer & Managing Partner: Sudeep Gohil
COO: Paritosh Srivastava
Creative Team: Gururaj Rao, Avinash Jakhalekar, Shashank Murli
Account Management: Nikhil Kumar, Chandani Mahidhar, Anand Padwal, Trisha Satra, Mihir Amrite
Account Planning: BinitaTripathy
Film 1 (Girl complaining) –
Production House: Kothare Vision,
Director: Mahesh Kothare, Gururaj Rao
Film 2 (The Search) –
Production House: Tell A Tale Media,
Director: Mahesh Tagde, Gururaj Rao
