Monday, July 14, 2025
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit
MediaNews4U.com
Home Exclusive

It’s the right time to reach out to &Indian with new shows and a special campaign: Prathyusha Agarwal

by MN4U Bureau
September 20, 2018
in Exclusive, Featured
Reading Time: 3 mins read
A A
It's the right time to reach out to &Indians with new shows and a special campaign: Pratyusha Agarwal

Share Share ShareShare
ADVERTISEMENT

&TV, the three-year-old brand which popularly associated with its characters like Bhabhi ji from Bhabi Ji Ghar Par Hain and Akhilesh From MeriHanikarakBiwi, is now refreshing itself with a fresh lineup of fiction and non-fiction shows that it is launching on the back of a big campaign, Hai KhassHarAndaaz. The campaign talks about the multifaceted lives led by the new Indian… the &Indian. They’ve coined the word &Indian to explain the various roles a person plays in his or her life — be an Explorer, Music lover, Foodie, Biker, CEO, Adventure-seeker, Homemaker, Entrepreneur, Fitness aficionado, Artist – the new Indian is all this and more.

The campaign is set to kick off with the launch of a new singing reality show for kids, Love Me India, on 22nd September at 9 PM. And the show will be live. It will be judged by Punjabi singer Guru Randhawa, Bollywood singer and music composer HimeshReshammiya and singer Neha Bhasin.

MakrandDespande will play Betal in the classic television adaptation of VikramAur  Betal, which is set to launch soon on &TV. The channel promises it will be a visual treat for the audiences.

&TV refresh campaign Hai KhassHarAndaaz

On the timing of the campaign, Prathyusha Agarwal, CMO, ZEEL, told me, “Hai KhassHarAndaaz is the leap forward of &TV. In the three-year successful journey that we have had, this is possibly the right time to leap to the next level. We already keep playing between number 4 and number 5 in some key markets, and we are already on an upsurge on brand power. Therefore, it is the right time to give the brand the bump.”

“It’s all about the &Indians, the people who are multi-faceted. We are talking to this &Indian audience who have this exploratory mindset of being Indian as well as Global, of being a doting daddy as well as the CEO. Like I am the obedient Bahu at home, but they (referring to her colleagues at ZEEL) will call me anything but obedient at work”, she said, and burst out laughing. “There’s always these mini &s the emerging India has, and we are continuing to cater to them.”

Marketing of the campaign

Obviously heavily backed by the mighty ZEE network, we can expect to see the campaign across various mediums, mostly network-owned. “The marketing mix for us has been driven by idea forward. The multiple-city idea which says, ‘main eknahi main more hoon’, is the central theme that we are taking, ” Agarwal said, adding, “And that is what we are amplifying across. Obviously we are going big on TV. It’s a campaign that is going to be 45 days and going on with Love Me India, then going into VikramaurBetal.”

Agarwal said & is going long-tail on print. “We want the people to feel the & world. Being a three-year-old brand, you want the on-ground surge happening. We are taking Love Me India into community viewing with big screens organized with live voting.”

Agarwal said, “Digital is where everyone is present. Twitter bios are very insightful, they talk about the multiple facets such as avid reader, photographer and traveler. And that is one source From where we have come up with these multi-faceted terms which describe the &s of our campaign.”

ZEE5 Integration

“For our singing reality show, Love Me India, a lot of engagement is planned on ZEE5. There will be live voting on the platform.” said Agarwal.  “This helps the platform to a great extent as audiences would actually discover the original content and catch-up content available on ZEE5.”

Vishnu Shankar, Head, &TV, said, “We gave the consumer the power to choose the first 48 participants via ZEE5 for Love Me India. We shot some 80 contestants, out of which consumers selected 48 participants.”

Basically the audition round selection happened on the app, Shankar told me. “We are taking engagement to another level, rather than the conventional way of putting the participants on stage and then asking the audience to vote.”

It will be very interesting to see how the campaign and the new line-up of shows pan out for &TV. Their biggest pillar of support – apart From the quality of content, of course – will be the undoubted strength, reach and connect of the ZEEL network. We saw how it gave the recently launched Zee Bollywood a great opening. So one is enthused on the kind of showing&, with ZEEL’s solid Marketing for hopefully sticky content, is likely to put up. While a good opening couldn’t be doubted, for stickiness, the content will have to stand up and deliver.

We’ll wait and watch.

Tags: &TVHeadIt's the right time to reach out to &Indiansnew showspopularly associatedPratyusha Agarwalspecial campaignthree-year-old brandVishnu ShankarZee NetworkZEE5 Integration

RECENT POSTS

Keeping up is table stakes; architecting for change is the real challenge: Sameer Sankhe
Exclusive

Keeping up is table stakes; architecting for change is the real challenge: Sameer Sankhe

July 14, 2025
0

Targetting Indian businesses seeking to outpace the competition, Sameer Sankhe, a Chief Digital Officer and serial tech entrepreneur, unveils his...

Read more
At Sony Music Publishing India, we safeguard songwriters' rights with copyright management and fair royalty collection: Dinraj Shetty
Exclusive

At Sony Music Publishing India, we safeguard songwriters’ rights with copyright management and fair royalty collection: Dinraj Shetty

July 11, 2025
0

As the global music community comes together to celebrate World Music Day on 21 June, we often focus on the...

Read more
Brand advocacy involves stakeholders sharing content and views on brands and categories: Ajit Narayan, Socxo
Exclusive

Brand advocacy involves stakeholders sharing content and views on brands and categories: Ajit Narayan, Socxo

July 10, 2025
0

There is a growing trend of B2B influencers and employee generated content. Platforms like Linkedin and even Instagram are now...

Read more
Being research-driven means we ask a lot of questions: Shriya Seshadri, SummerOwl Studio
Exclusive

Being research-driven means we ask a lot of questions: Shriya Seshadri, Summer Owl Studio

July 9, 2025
0

Summer Owl Studio started with a simple intention, to create innovative designs that are thought-out and intentionally produced, and to...

Read more
Before anything, products have to deliver on the style statement. That’s key: Rohit Trivedi
Exclusive

Before anything, products have to deliver on the style statement. That’s key: Rohit Trivedi, Zeel Climate Clothing

July 8, 2025
0

As the rains begin to pour across the country, Zeel Climate Clothing, a rainwear brand, is looking to make a...

Read more
In recent years, IPRS has experienced significant and diverse membership growth: Rakesh Nigam
Exclusive

In recent years, IPRS has experienced significant and diverse membership growth: Rakesh Nigam

July 7, 2025
0

This World Music Day 21 June, The Indian Performing Right Society Ltd. (IPRS) is amplifying the conversation around creator rights,...

Read more

LATEST NEWS

Keeping up is table stakes; architecting for change is the real challenge: Sameer Sankhe

Keeping up is table stakes; architecting for change is the real challenge: Sameer Sankhe

July 14, 2025
Knauf India names Gaunik Jeet Singh as Head of Marketing

Knauf India names Gaunik Jeet Singh as Head of Marketing

July 12, 2025

ANALYSIS

A Tale of Two Finals: How India’s Absence Impacted Ad Volumes in ICC Test Championship 2025
Analysis

A Tale of Two Finals: How India’s Absence Impacted Ad Volumes in ICC Test Championship 2025

July 12, 2025
0

The ICC Test Championship Final is not just a battle for the crown of cricket’s purest format — it’s also...

PEOPLE

Wrap2Earn names Nitin Rastogi as National Head to accelerate 360° Integrated Growth
People

Wrap2Earn names Nitin Rastogi as National Head to accelerate 360° Integrated Growth

July 14, 2025
0

Mumbai: Wrap2Earn, a technology-powered out-of-home (OOH) media marketplace, has announced the appointment of Nitin Rastogi as National Head. With over...

MARKETING

Knauf India names Gaunik Jeet Singh as Head of Marketing
Marketing

Knauf India names Gaunik Jeet Singh as Head of Marketing

July 12, 2025
0

New Delhi: Knauf India, a leading provider of Drywall and Ceiling Solutions, has announced the appointment of Gaunik Jeet Singh as...

Subscribe to Newsletters

ADVERTISING

GreenHonchos wins Digital Growth Mandate from Premium Menswear Brand Blackberrys
Advertising

GreenHonchos wins Digital Growth Mandate from Premium Menswear Brand Blackberrys

July 11, 2025
0

Mumbai: Blackberrys Fashion, a menswear brand, has announced a strategic partnership with GreenHonchos, India’s top digital commerce enabler, to bolster...

PRINT

Vikatan Group MD B Srinivasan to Speak at FIPP World Media Congress on Deepening Audience Connections
Media

Vikatan Group MD B Srinivasan to Speak at FIPP World Media Congress on Deepening Audience Connections

June 27, 2025
0

Chennai: As Indian media house Vikatan Group approaches its centenary, Managing Director B Srinivasan is set to speak at the...

AUTHOR'S CORNER

Ganapathy Viswanathan
Authors Corner

Why PR Is the Secret Weapon Behind a Strong Personal Brand

July 11, 2025
0

In today’s fast-moving digital world, your personal brand isn’t just a “nice to have” — it’s your reputation. Whether you're...

UPLIFT MEDIANEWS4U DIGITAL PVT LTD
No. 194B , Aram Nagar 2, JP Road,
Versova, Andheri West
Mumbai - 400061

For editorial queries:
[email protected]
[email protected]

For business queries:
Smitha Sapaliga - +91-98337-15455
[email protected]

Recent News

Wrap2Earn names Nitin Rastogi as National Head to accelerate 360° Integrated Growth

Wrap2Earn names Nitin Rastogi as National Head to accelerate 360° Integrated Growth

July 14, 2025
Keeping up is table stakes; architecting for change is the real challenge: Sameer Sankhe

Keeping up is table stakes; architecting for change is the real challenge: Sameer Sankhe

July 14, 2025
Knauf India names Gaunik Jeet Singh as Head of Marketing

Knauf India names Gaunik Jeet Singh as Head of Marketing

July 12, 2025

Newsletter

Subscribe to Newsletters

Medianews4u.com © 2019 - 2024 All rights reserved.

  • The South Side Story 2023 Download Report
  • Goafest 2023: Day 3
  • Goafest 2023: Day 2
  • Goafest 2023: Day 1
  • Straight Talk Gallery 2022
  • The South Side Story 2022 Download Report
  • Focus 2022
  • Futurescope Conclave Gallery 2022
  • The South Side Story 2021 Download Report
  • FOCUS 2021
  • Exclusive
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit

Medianews4u.com © 2019 - 2024 All rights reserved.