ZEE TV has partnered up with MirriAd, the digital product placement experts for yet another UK product placement deal with KTC Edibles.

As a result of the deal, viewers in the UK will now see KTC-branded pasta, rice, lentils and chickpeas appearing in ZEE TV’s popular drama ‘Pavitra Rishta’. The partnership builds on ZEE TV۪s first digital product placement deal with MirriAd which saw Tilda rice digitally integrated into the same show for the UK audience only.

MirriAd۪s placement process means companies can target audiences in specific regions or countries with different products. This enabled KTC to target Indian consumers in the UK with UK products intYegrated seamlessly into content produced in India.

Kian Kormi, MirriAd۪s VP Commercial Operations, said, “We know that brands want to be associated with popular shows but they remain nervous of what the end result delivers. The KTC campaign resonated well with Nielsen۪s recent analysis that showed exposure value is driven by duration, frequency, association and overall brand visibility. Brands tell us that the fact that digital product placement can be planned with certainty of exposure means that they can now confidently build long-term product placement campaigns.”

Shaney Burney, Head of Operations, ZEE Europe commented, “We are delighted to have secured our first long-term digital product placement campaign. The ability to offer scenes that meet the exact marketing brief, with precisely measureable brand exposure per week, makes for an extremely attractive proposition. Regulatory and compliance issues are managed through the workflow and being able to provide weekly reports from the system on brand exposure metrics means we are able to steer our way through long duration campaigns with conviction.”