ZEE TV & ZEE5 pull off one of their cleverest marketing plays yet at Wembley
ZEE TV and ZEE5 may have pulled off one of their cleverest UK marketing campaigns yet, using Diljit Dosanjh’s Wembley Stadium concert to put their brands directly in front of thousands of potential viewers.
Rather than relying solely on traditional advertising, ZEE took over a key pedestrian route leading to and from Wembley Stadium, ensuring strong visibility among concertgoers throughout the event.
Branded flags lined lamp posts along the busy walkway, promoting the ZEE5 streaming platform alongside the new season of ‘Sa Re Ga Ma Pa’, which is also airing on ZEE TV.
Believed to be the first activation of its kind by an Indian media network, the takeover featured 34 large-format banners strategically positioned along Olympic Way, welcoming tens of thousands of fans on their journey to Wembley Stadium for one of the most significant live entertainment events of the year.
The campaign brought together some of Zee’s most iconic brands and content properties, including ‘Sa Re Ga Ma Pa’, ‘Detective Sherdil’,’Brown, Bandar’, ‘Sarvgunn Sampann’, and other flagship titles across Zee 5 and Zee TV HD, delivering a seamless entertainment experience from the moment of arrival to event entry.
Alongside the Olympic Way takeover, Zee Entertainment UK Limited also hosted an interactive fan activation, inviting concertgoers to engage with the Zee 5 platform through on-ground activities, competitions, giveaways and subscription prizes.
A Vision Months in the Making
The activation was conceptualised months in advance, immediately following the announcement of Diljit Dosanjh’s Wembley Stadium concert. Extensive planning, creative development and execution went into designing every element of the experience, from content selection and creative direction to banner placement, audience sightlines and fan engagement touchpoints.
Curated by Parul Goel, Territory Head – Europe, ZEE5 and Linear, the campaign is another example of ZEE strengthening its fight for audience attention through standalone, high-impact marketing initiatives.
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Goel commenting: “When the Wembley concert was announced, we recognised it as much more than a live event. It represented a defining cultural moment for South Asian entertainment on the global stage.
Extending Beyond Physical Advertising
The impact of the campaign extended well beyond its physical footprint. Throughout the event, fans, influencers, entertainment portals, community pages and media organisations documented their Wembley experience through photos, reels and videos, many of which prominently featured Zee Entertainment UK Limited’s Olympic Way takeover.
As a result, Zee 5’s presence became part of the wider visual narrative surrounding the concert, generating significant organic visibility and social media amplification among audiences in the UK and around the world.
The activation reflects Zee Entertainment UK Limited’s continued commitment to creating innovative audience experiences and connecting global audiences with the very best of South Asian entertainment and culture.
Unlike previous marketing campaigns designed by third-party media agencies, this was planned and executed by Goel’s internal team.
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