ZEE UK “ahead” with marketing innovations


ZEE Network UK is claiming that it remains in front as the most innovative player in the South Asian television market with its innovative marketing innovations.

ZEE Network’s Hindi coverage of the ICC Cricket World Cup has said to be a huge hit with viewers and has driven the popularity of ZEE Cafe to new heights. As part of its strategic plans, ZEE Cafe has donned a customised logo, plus digital initiatives that have seen the company�۪s website traffic increase by over 2000%.

Other than that, ZEE Network was announced as the title sponsors for the biggest consumer event, the Ideal Home Show, where ZEE Network will be showcasing the best of British Asian culture. Plus recently the network announced its partnership with the BBC to broadcast South Asia�۪s first supernatural drama series, ‘Bishaash’.

Govind Shahi, Head of Business, ZEE Europe, “There�۪s no doubt that we are operating in an intensely competitive market, despite this we have grown consistently. The key is not only offering audiences differentiated content, but being able to communicate with viewers in a way that connects with them on a personal level.”

The current ICC Cricket World Cup campaign is testament to how ZEE Network�۪s strategic insight into content, distribution and marketing has become the cornerstone of its success.

For the first time ZEE Cafe (previously in the UK only) is broadcasting across Europe for the duration of the World Cup. The response from European audiences has been phenomenal with subscriptions coming in across communities.

The showcasing of this mega event has seen other firsts in a continent-wide marketing campaign including eye-catching black taxi advertising that can been seen across the city of London.

Whilst up-scaling its regular outdoor activities to include billboards in every major city, ZEE has actively sourced mediums to gain maximum exposure for the brand and connect with its target audience. Its extensive print and outdoor campaign has seen full page newspaper wraps, newspaper distribution bins outside tube stations, and promotions in health clubs.

A comprehensive digital campaign has driven a significant increase in website traffic with good conversions.

There have even been roadblock start-up pages on third party websites, including BizAsia.co.uk.

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