Mumbai: Delivering on its promise of meeting brand objectives by providing solutions with exceptional incremental value to its clients through a platform agnostic approach, the Content & Partnerships vertical of Zee Entertainment Enterprises Ltd (ZEEL) has taken brand solutions to newer avenues. By keeping the platform with the single largest reach – Television at the core along with other mediums to further amplify the message, an integrated campaign was curated with the social media app Helo on Zee TV’s dance reality show- Dance India Dance Season 7 that secured an exceptional reach of 35 M+.
Keeping the key purpose of providing innovative brand solutions on Television at its core, this pioneering initiative aims to offer exclusive multi-platform content programming running parallel to on-air content. The initiative will thereby enable its viewers to have an immersive experience and generate personalized content.
A 360-degree promotional strategy was formulated by bringing exclusive and engaging content from Dance India Dance’s latest season to Helo’s 50 M monthly active users. The campaign secured a cumulative reach of 35 M+ for its content from Dance India Dance. The show’s social media engagement increased to 725 M+ views, increasing the follower base by 1.3 M+ followers.
With 9.2 M+ interactions, Helo provided a platform for exclusive Dance India Dance content to drive social native content and build better brand connect through 925M+ Hashtag views, 96M+ Video views, 9.2M+ interactions & 723K+ likes.
Commenting on the success of the campaign, Mr. Ashish Sehgal, Chief Growth Officer, Advertisement Revenue, ZEEL said, “While Television remains a strong platform to deliver value to our clients, ZEE aims to build an ecosystem wherein brands leverage multiple mediums to create content with us for audiences across platforms. Through this partnership, we are highlighting our expertise of helping brands achieve an incremental
reach with social-first native content, using our mediums for content marketing to amplify their presence across platforms. We will continue to innovate and develop customized platform-agnostic solutions for brands, which will achieve specific campaign objectives focusing on organic engagement and delivering maximum reach, amplification and community impact.”
Chhandita Nambiar, Head of Entertainment at Helo, said, “Making trending and engaging content accessible to the Helo users is a key priority for us. The partnership with Dance India Dance is aligned with our mission to connect our 50 million monthly active users with relevant and popular content in their local language. By offering exclusive content, one of ZEE’s most popular entertainment shows was able to build a better connectwith its audience across the country, which consumes content in 14 major Indian languages.”
Going forward, ZEE plans to offer innovative content solutions that ride on programming of established IPs on Television. This will help brands drive native content to build a better connect with audiences across platforms using ZEE’s strong reach of 42 channels.