ZEE innovates content marketing with strategic partnership with Curativity
ZEE has adopted a new marketing strategy aimed at increasing viewer engagement and expanding its audience base.
The approach, known as ‘Winning Moments’ focuses on integrating culturally relevant themes into the network’s content. By doing so, ZEE seeks to create a sense of community among viewers and encourage meaningful conversations across both television and digital platforms.
As part of this initiative, ZEE recently partnered with the creative agency Curativity to develop and incorporate curated content moments into its daily soaps on general entertainment channels. These moments are designed to resonate with viewers, enhancing their connection to the content and increasing both engagement and relevance.
According to data released by ZEE, its social media community enjoys a staggering 191 million followers and subscribers, fuelling 18.4 Mn organic interactions and 3.5 Bn organic monthly video views, amplifying the reach of these conversations led by the network’s key protagonists who hold significant influence and credibility in the minds of the audience.
Here’s a look at some of the winning moments ZEE crafted across its shows in partnership with Curativity.
ZEE Tamil’s Sandhya Ragam reimagined the traditional Seervarisai custom, where instead of the ubiquitous display of jewellery, gold, and other valuables that are offered by the bride’s side of the family to the groom’s family, the protagonist’s family chose to showcase her medals, certificates, and trophies. This powerful gesture emphasized valuing daughters for their true potential and accomplishments, rather than material possessions.
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The impact of this moment was profound, with its reach on Facebook being 15 times the average performance.
Similarly, the evocative #MaaKaVote campaign launched on Mother’s Day and timed with the election season in India, encouraged moms to vote for themselves and learn to prioritise their own aspirations amidst their ceaseless duties, promoting the idea of self-care. The campaign resonated deeply, achieving 12 million in organic reach and 0.5 million engagements for the #MaaKaVote film.
Kartik Mahadev, CMO – Content SBU, ZEE, said, “At ZEE, we believe in the power of everyday innovation in storytelling that compounds to positively impact society, nurture relationships and inspire change. Today, our characters are more than just fictional personas. They reflect the evolving aspirations of our viewers, taking on vocations such as bankers, bakers, entrepreneurs, and teachers, embracing life 2.0 with vigour and resilience. They are the original influencers, deeply engaging with audiences across multiple regions and languages, connecting with millions on TV and social media daily. Our collaboration with Curativity has enabled us to craft moments in our content that align perfectly with this vision, helping us not only engage but also connect deeply with our viewers on themes that are relatable. By fostering a sense of community among viewers deeply invested in our content and characters, we open up meaningful conversations and enable deeper connections with the audiences.”
Amer Jaleel, Co-founder – Curativity said, “Curating creative and cultural solutions for ZEE TV has been one of the most enriching journeys for Curativity. Our platform has independent regional talent that can think in the ethnic nuances needed for original language content. This vertical is being developed by Curativity for both content brands as well as consumer brands and happens to be one of the pillars of our platform. With the team at ZEE, the curated independents of Curativity Rupesh, Ketan, Niranjana and their teams are actively feeding in-content ideas that the ZEE creative teams are incorporating into the show and building on social media. It’s an extremely interesting exercise for us and we’re thankful that the platform is being leveraged for innovative forays as this!”
