ZEE5 Global celebrates South Asia in its new global campaign


ZEE5 Global has today launched its global brand campaign “Welcome to South Asia: Stories from our world” capturing the endlessly intriguing reality conundrum that is South Asia.

The campaign gives a 360-degree ringside view into how South Asia’s 5000 year old legacy of history, language, stories, wars, travels and more collides with new progress narratives, building out amazing realities that lock in inspiring and unlikely heroes. With a new twist in the already vivid reality around every corner, the campaign spotlights stories from India, Pakistan and Bangladesh, where even the ordinary looks extraordinary, therefore leading to the narrative “if this is our reality, imagine our stories.”

“Welcome to South Asia: Stories from our world” is ZEE5’s promise to represent South Asia’s unimaginably cool realities and stories far distinguished from the mundane. Evoking an array of emotions through lived, handed down and multi-generational stories, the campaign focuses on how, to the outside eye, even the ordinary looks extraordinary here, and invites viewers across the globe to experience this world through the bold, extraordinary stories on ZEE5.

Archana Anand, Chief Business Officer, ZEE5 Global, said, “What we’ve done at ZEE5 is quite unparalleled. We’ve taken the largest library of Indian content across languages and added in the largest library of Pakistani shows and Originals as also Bangladeshi Originals, and we are taking this across the entire globe. With a staggering 130,000 hours of content, ZEE5 is today the only platform to bring the extraordinary realities of South Asia alive through even more extraordinary stories in a single destination, and that makes it the foremost platform for South Asian stories globally. It is this new South Asia narrative that we looked for the campaign to convey, and it captures that perfectly through visually stunning depictions of the music, cinematography, drama and more that make up the daily lives of people in South Asia.”

Amit Akali, CCO and Co-Founder, Wondrlab adds, “Very rarely do we get to create a campaign that literally the world will see. What makes ZEE5 stand apart for the international target audience is that it’s truly a reflection of our region – India, Pakistan, Bangladesh and has unique content and stories from our part of the world. All around the world, people are embracing content from outside of their geography, in fact, hungry for it. And because content is only a reflection of our reality, we have some truly unique stories to share. We wanted to bring out this uniqueness of the region, and does that of ZEE5, with the aim of being the custodian of content from this part of the world. Which ZEE5 truly is – if you see the bank of content from India, Pakistan and Bangladesh, it’s unparalleled.”

Already launched in the US during ZEE5’s recent mega launch in the market on June 22, and evincing a great response, the campaign has now been launched across APAC, Canada, MENA, the and UK and Europe. The high-frequency campaign will go live across TV, Radio, social media and digital over the next several weeks in a 360-degree promotional effort built around the campaign messaging “Welcome to South Asia: Stories from our world”.

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