Mumbai : With consistent performance for 16 weeks, Zing has marched ahead of its close competitors in this highly fragmented section. The growth of Zee Entertainment Enterprises Limited’s “Zing” in the television youth entertainment genre has been primarily due to the successful running of Pyaar tune kya kiya season 2. The most loved youth show Pyaar Tune Kya Kiya has been the key propeller of this achievement.
Setting on a mission to connect with the discerning young audience, Zing put together the artfully packaged show Pyaar Tune Kya Kiya based on fictional love stories. The unique positioning of the show delves deep into the lives of star crossed lovers showcasing the delicate intricacies in real life relationships. Fresh content and intense love stories are the USPs of the show which worked wonders with the needs of today’s young viewers. Viewers have identified with the emotions of the characters in the show as their own. Pyaar tune kya kiya has done exceedingly well while leading the genre for over three months.
Furthermore, the communication line adopted worked well, successfully marking its entry into season 2. The strategy implemented in the first leg of the print campaign for season I involved ad inserts in key dailies, huge billboards in Mumbai and Delhi at prominent locations and main junction, 100 branded Cafe Coffee Day outlets in metros and mini metros likewise.
A colossal 215 theatrical slides in almost every niche theatre was showcased before a feature film to promote the show to masses. Leaving no stone unturned, to gain maximum mileage there were a whopping 5600 promos on every channel possible.
“Our in-depth research and understanding of the youth space has helped us attract young viewers. Zing’s focus has always been showcasing content representing real lives and relationships. The high scores highlight the fact that Pyaar tune kya kiya delivered well on both the key parameters – content and connect. We will continue our commitment to offer best of the shows to the younger generation.” Mr Anurag Bedi, EVP & Business Head- Zing quoted.