ZEE5 widens the scope of in-mobile content viewing

OTT platform Zee5 has unveiled an integrated marketing campaign ATM - ‘Any Time Manoranjan’. Conceptualised by Publicis, it aims to strengthen ZEE5’s connection with audiences across the country by offering free content to its AVOD consumers.

The campaign showcases Zee5 actors helping viewers watch their preferred shows from any place and at any time, in the language of their choice.

The campaign will be launched in various languages, including Hindi, Marathi, Tamil, Telugu, Kannada and Bangla.

Manish Kalra, chief business officer, Zee5 India said, “As India and Bharat’s multilingual storyteller, we have entertained millions of Indians with our diverse gamut of content offerings for the past three years. Through the ATM campaign, we aim to acquire new users and encourage TV watchers to download the Zee5 app for an unmatched experience, using a powerful combination of platform convenience and compelling content. We chose this proposition because the word “ATM” connotes instant accessibility; and we want users to think of Zee5 like an ATM that gives you access to entertainment anytime. Through our ability to deliver multilingual purposeful content across various devices, ecosystems, and operating systems, we want to target the gap between the TV watching audience and OTT users by introducing them to a world of real, relevant, and resonant Indian stories on our platform.”

The TV campaign will be live across multiple ZEE network channels, owned social media platforms and through influencer marketing. The brand will also run campaigns across top radio stations in key markets, creatives in Tier 2 and 3 markets and add the ‘ATM’ messaging in all the featuring banners for tentpole shows.