ZEE TV has announced its tie-up with digital product placement pioneers, MirriAd for its innovative marketing strategy on popular show ‘Pavitra Rishta’.
ZEE TV becomes the third broadcaster in the UK and the first South Asian channel to carry out the initiative, which commenced earlier this month.
The ZEE Network announcement follows hot on the heels of recent deals for MirriAd in the UK with Sky and Discovery. Not to mention the first South Asian to spearhead the initiative in Europe. ZEE Network and MirriAd worked closely with the brand leader in Basmati rice, Tilda, to ensure their product was integrated seamlessly into several episodes of ‘Pavitra Rishta’.
MirriAd will use its ZoneSense technology to manage the creation of sales inventory, digital placement and reporting locally to ZEE Network operations connected to the global MirriAd network. The deal will allow ZEE Network Europe to offer brands lifelike digital placement in shows on demand with never seen before management controls and reporting.
Kian Kormi, MirriAd۪s VP Commercial Operations, said, “Product placement is about to be transformed into a new scalable advertising medium which delivers the right balance of audience enjoyment and guaranteed brand exposure with empirical measurement and all proven through extensive research. With this vision and knowledge we are thrilled to have won the confidence and backing of ZEE Network in Europe. They have a terrific track record of serving their viewers and being able to create new revenues to spend on new programming in some of the largest and fastest growing regions of the world.”
Shaney Burney, Head of Operations, ZEE Europe commented, “ZEE is committed to working with brand owners to help them connect with consumers and this innovative project is a milestone in our mission to delight our advertisers. The popularity of ZEE content has been proven across the globe, so we were keen to work with brand owners such as Tilda to leverage this and be part of our content. In planning this initiative with MirriAd we have paid meticulous attention to Tilda۪s objectives whilst remaining sensitive to, and without disturbing our viewers۪ experience. We are delighted with the results; MirriAd has successfully delivered on all fronts as atechnology partner.”