Chennai: Zee Hindustan, part of Essel Group, is a 24×7 National Hindi News channel. In December 2018, the channel relaunched itself as the first news channel in the country without any Anchor or Newsreader. The idea behind the strategy of going anchor-less is aimed at giving news without any views.
After establishing itself in Hindi News market, Zee Group planned to expand the Zee Hindustan franchise to South Regional markets like Tamil and Telugu. Subsequently, ZEE Hindustan is gearing up for launch in Tamil Nadu market shortly.
In its launch campaign; ZEE Hindustan took a front-page ad in leading vernacular newspaper ‘Dinamalar’ to announce their launch in Tamil Nadu. Polimer News, Puthiya Thalaimurai, Thanthi TV, News18 Tamilnadu are the leading News Channels in Tamil Nadu. The full-page Ad by Zee Hindustan takes a dig at leading News anchors in Tamil news space, their channels and their primetime programme.
Targeting three of the very well known lead Anchors in Tamil News genre the campaign aims to highlight the fact that Zee Hindustan Tamil will be an anchorless channel.
Pointing Gunasekaran, the Chief Editor of News18 Tamil Nadu and his signature show at primetime – “Kaalathin Kural” (Voice of Time) – the ad says the Kural (Voice) has become timid.
Implicating Karthigai Chelvan, who heads the editorial affairs of Puthiya Thalaimurai (New Generation) – the ad takes a dig at the Channel name and says now Karthigai Chelvan will become “Old Generation”.
Involving Ashokha Varshini – Associate Editor of Thanthi TV and her prime time debate show “Ayutha Ezhuthu” – the ad takes a dig at the term ‘Ayutha Ezuthu’ and says Full stop for Ashokha’s Ayutha Ezhuthu
A very innovative way to launch a totally North based channel in a market which has a plethora of news channels and the first channel which is anchorless. The never before thought process of pulling in top newsmen in TN has grabbed the attention of the audience and industry observers.
The campaign has been conceptualised & designed by LIQVD ASIA. Last January the agency did a similar campaign for the national launch of Zee Hindustan (Hindi Channel).