Mumbai: Kyoorius, in continuation of the campaign launched at ZeeMelt 2019, released a montage image that features 58 memorable characters from TV serials and shows broadcast across Doordarshan and Hindi GECs.
“I thoroughly enjoyed this brilliant piece of art and loved the process of identifying my favourite characters from the world of television. There is a beautiful relationship which gets created between a viewer and the character, and this painting celebrates this bond and the power of the entertainment platform. I congratulate the teams from Kyoorius and BBDO, who have created this masterpiece. I wish them all the best and look forward to a yet another successful edition of ZeeMELT,” said Punit Goenka, MD & CEO, Zee Entertainment Enterprises Ltd.
“Last year, to mark ZeeMELT, we had created a collage of memorable moments from Indian advertising. It was no surprise to us that the image went viral as consumers enjoyed competing with each other to see who had identified more moments and brands. Programming and advertising are both content as far as our viewers are concerned and this painting is a natural progression of the original thought,” said Rajesh Kejriwal, founder and CEO of Kyoorius. He was confident that the image would go viral again. “The painting is a wonderful example of communication riding on popular culture. TV is popular culture in India, and, across the country, much time is spent of discussing TV content and thousands of social media messages discuss developments on TV shows and the performances of characters,” he added.
The image was created by BBDO India in close cooperation with the ZeeMELT team.
“Last year’s ZeeMELT poster was a fun guessing game of the most memorable Indian ads over time. This year, more ambitiously, we decided to create an interactive poster with famous shows that filled our living rooms with life. We’ve tried to capture the memories and times of the last 40 odd years through the characters who gave us our most memorable TV moments. The result is not just a guessing game, it’s an outpouring of nostalgia — a glorious look at where we come from,“ said Josy Paul, chairman and CCO, BBDO India.