• Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
Tuesday, February 7, 2023
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
No Result
View All Result
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
No Result
View All Result
MediaNews4U.com
No Result
View All Result
Home Exclusive

Zee Bollywood is the sit-down, ‘pamper me’ Bollywood masala buffet of movies: ZEE CMO Prathyusha Agarwal

by Editorial
August 24, 2018
in Exclusive, Featured
Reading Time: 4 mins read
A A
Zee Bollywood

Share Share ShareShare

By Yohan P Chawla

On a Thursday – the day when review and preview screenings of to-be-released Bollywood films are held – one didn’t expect to experience a nostalgic flashback of ‘masaaledaar’ Bollywood with a fat pinch of early 2000s songs at an uber-cool party spot in the western suburb of Andheri in Mumbai city. It happened to be the venue for the entertainment-wrapped unveiling and launch announcement of a Bollywood Hindi Movie channel from the ZEE Movie Cluster. Named ZEE Bollywood, the channel will start airing on, you guessed it, a Friday. The date – 31st of August 2018.

Zee Bollywood will replace Zee Classic. However, we will see a “new and fresh” Zee Classic in few months’ time, with a fresh license.

Ashish Sehgal
Ashish Sehgal

“Shuddh Masaledar Bollywood is the missing ingredient,” said ZEEL COO Ashish Sehgal. “Hence to serve this demand, we will be adding a new feather in the ZEEL cap — Zee Bollywood.”

“ZEEL has the number one movies cluster by far with a share of 35.8% with 4,500 Bollywood titles, the largest number in the world,” Sehgal said. Sounding a good-natured content-specific warning to the OTT platforms, he added, “We continue to grow and acquire the best and the biggest titles going forward — Amazon and Netflix, please take note!”

Saying the plan is to remain absolutely true to the ethos of the new channel, Ruchir Tiwari, Business Head of Zee Hindi Movies Cluster said, “See, dubbed South Indian movies do drive ratings for the Hindi movie cluster, but they will not be a part of the ZEE Bollywood offering. That’s because the ethos of the channel is pure masala Bollywood.”

In fact, the ZEE Bollywood FPC – trade jargon for telecast schedule – has been branded in true Bollywood style – with some memorable phrases from masala songs and dialogues. So you have Mere Sat-Sun Aayenge (Sat, Sun 9pm), Subhah Ho Gayi Mamu (Mon to Fri 10:30am), Dopehar Ka Tadka (Mon to Fri 2pm), Chalti Hai Kya 9 se 12 (Mon to Fri 9pm), and Raat Baaki (Mon to Fri 12 am), with Maa Kasam Sunday Hai (Sun 10:30am, 2pm, 5pm) bringing up the three focus Sunday offerings.

And the new channel’s ‘pure masaledar Bollywood’ promise and personality has been iterated in a company release as: ‘Zee Bollywood, the brand is built on the strongest pillars of entertainment that appeal to the hardcore Bollywood fans such as Romance, Comedy, Action, and Drama and have been conceptualized as follows:

  • 101% Shuddh Romance with films like Chennai Express, Jab wet Met
  • 101% Shuddh Comedy with films like Phir Hera Pheri, Houseful, Welcome
  • 101% Shuddh Panga with films like Agneepath, Josh, Gadar
  • 101% Shuddh Drama with films like Lagaan, Judaai, Raja Hindustani

Ruchir Tiwari, Business Head of the Zee Hindi Movies Cluster, told me, “Zee Bollywood is primarily for the audiences who crave for entertaining cinema. If you have enjoyed a Baaghi and a Raazi, this means you want newer stories and new content, but you will not stop watching your staple masala Bollywood films.”

Speaking on his expectation from Zee Bollywood, Tiwari said, “ZEE Bollywood could go to a 9 to10% market share very soon; it’s the potential of this offering in this category, so it will definitely not be a smaller cannel with just 5 to 6% market share.”

Ruchir Tiwari
Ruchir Tiwari

Commenting on the comparison of the Zee Hindi movies library with international OTT platforms, Prathyusha Agarwal, CMO, ZEEL, said, “I watch Netflix and Amazon, but I cannot find the masala Bollywood library; nothing beats the kind of library of 4,500 titles that we have. What they are doing is aggressively buying the newer titles. Zee Bollywood is the sit-down, ‘pamper me’ Bollywood masala buffet of movies, the way I want. And here is an out and out tribute to Bollywood.”

Prathyusha Agarwal
Prathyusha Agarwal

“When you feel your filmoglobin levels are down, come to ZEE Bollywood,” she says smiling.

ZEE Bollywood will target viewers in the age bracket of 25 to 40, and, of course, just about anyone who loves masala Bollywood movies.

Speaking on the channel’s marketing campaign, Agarwal said, “There is a certain larger-than-life-ness to it. You will see the campaign on our own network. We are amplifying stuff like You’re missing filmoglobin in life. We are celebrating, and giving an ode to Bollywood.”

She said Lowe has designed the on air promos and advertising campaign for Zee Bollywood.

“These movies are all cult brands,” Agarwal said, “and we are going to very strong on digital. We have created GIFs and cinemagraphs. We are betting on a lot of WOM and engagements through sharing, liking, commenting on and tagging happening across social media.”

“And when ZEEL acquires a new shudh masala Bollywood film, we will premiere it on ZEE Bollywood,” she added.

Tags: Ashish SehgalPrathyusha AgarwalRuchir Tiwariyohan p chawlaZee BollywoodZEEL

Related Posts

Quint Digital announces acquisition of 100% stake in Quintillion Media and 47.92% stake in Spunklane Media
Featured

Quint Digital Media records Rs 18.47 cr revenue for Q3 FY23

February 7, 2023
Meta Partners with MeitY for G20 Stay Safe Online Campaign
Featured

Meta Partners with MeitY for G20 Stay Safe Online Campaign

February 7, 2023

LATEST NEWS

Meta Partners with MeitY for G20 Stay Safe Online Campaign

Meta Partners with MeitY for G20 Stay Safe Online Campaign

February 7, 2023
Aditya Birla Health Insurance Promotes Healthy Lifestyle by Rewarding Customers

Aditya Birla Health Insurance Promotes Healthy Lifestyle by Rewarding Customers

February 7, 2023

MARKET ANALYSIS

Ad volumes soar by 29pc on TV GEC genre in 2022 over 2018: TAM Report
Featured

Digital ad spend in India to surpass TV in 2023: Report

by Editorial
February 2, 2023
0

According to Dentsu's India Digital Report 2023, the Indian advertising industry is expected to grow at a rate of 15.07% and...

MOVERS & SHAKERS

CoinDCX appoints Ex-Flipkart executive Sridhar Govardhan as CISO
Featured

CoinDCX appoints Ex-Flipkart executive Sridhar Govardhan as CISO

by Editorial
February 7, 2023
0

Crypto firm CoinDCX has appointed Sridhar Govardhan as the Chief Information Security Officer to further strengthen its cyber security capabilities....

CarDekho’s Amit Jain joins KlugKlug as Mentor and Advisor

CarDekho’s Amit Jain joins KlugKlug as Mentor and Advisor

February 7, 2023

MARKETING

MyTeam11 onboards Shikhar Dhawan as brand ambassador
Featured

MyTeam11 onboards Shikhar Dhawan as brand ambassador

by Editorial
February 7, 2023
0

MyTeam11, an Indian fantasy sports app, has appointed Indian cricketer Shikhar Dhawan as their new brand ambassador. With the cricketer...

Subscribe to Newsletters

ADVERTISING

Promodome Communications bags advertising mandate for Elecrama 2023
Advertising

Promodome Communications bags advertising mandate for Elecrama 2023

by Editorial
February 7, 2023
0

Promodome Communications, a 360-degree full-service advertising agency has bagged the advertising mandate of Elecrama 2023 . ELECRAMA is the stand-alone...

Admatazz bags social media creative mandate for m.Stock

Admatazz bags social media creative mandate for m.Stock

February 7, 2023
22feet Tribal Worldwide bags digital AOR mandate of Flipkart

22feet Tribal Worldwide bags digital AOR mandate of Flipkart

February 7, 2023

PRINT

Hindu Tamil Thisai hosts mentoring program 'Padipom Uyarvom' for class 10th students
Print

Hindu Tamil Thisai hosts mentoring program ‘Padipom Uyarvom’ for class 10th students

by Editorial
February 3, 2023
0

Hindu Tamil Thisai, in partnership with Aditya Birla Group's Ultratech Cement Company and Sivasankar Trust, organized a mentoring program 'Padipom...

THG wins 4 awards at WAN-IFRA South Asian Digital Media Awards 2022

THG wins 4 awards at WAN-IFRA South Asian Digital Media Awards 2022

February 2, 2023
Forbes India unveils winners of 30 Under 30 2023

Forbes India unveils winners of 30 Under 30 2023

January 31, 2023

MY COLUMN

Salaam Malayalam
Featured

24 frames of Gender Emancipation: Anup Chandrasekharan

by Editorial
January 31, 2023
0

The effervescence of feminine quotient in films was little too high in the 80’s and then by itself deteriorated and...

Contact Us :

UPLIFT MEDIANEWS4U DIGITAL PVT LTD

No. 194B , Aram Nagar 2, JP Road

Versova, Andheri West

Mumbai - 400061

Umanath.V
+91-99400-17868
umanath@medianews4u.com

© 2019 medianews4u.com

No Result
View All Result
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through

Medianews4u.com © 2019 - 2022 All rights reserved.