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#13thJulykiTayyari: Mystery Solved

By Bhawana Anand - July 13, 2020

ZEEL creates stir with a teaser campaign rolled on the lines of #BanegiBaatSaathSaath, marking a positive comeback with new content, in association with Laqshya Media Group

Celebrating the spirit of solidarity and the joy of being back, Media & Entertainment brand, Zee Entertainment Enterprises Ltd. (ZEEL) has announced its content comeback via an innovative partnership with leading CPG brands. ZEE collaborated with leading brands - Nestle Maggi, Amul Lassi, PepsiCo, Red Label, Cadbury Dairy Milk, ITC Dark Fantasy to gear up the nation for the 13th of July, the date of its daily content comeback on Zee TV. 4 other HSM channels, & TV(HGEC), Zee Marathi, Zee Yuva (MGEC) and Zee Punjabi (PGEC) are also making their daily content comeback on the same day.

With a massive outdoor teaser campaign launched in association with Laqshya Media Group, ZEE has again brought together some of India’s most loved brands in an extraordinary partnership celebrating the coming together of viewers, partners and our fresh episodes with the promise, #BanegiBaatSaathSaath.

The #BanegiBaatSaathSaath promise has been rolled out across media and to all of ZEE’s partners along with a film, which is an ode to the entire TV industry coming together to entertain its viewers. ZEE strongly believes that the challenges we all faced in the first half of 2020 are just like a twist in the tale before the interval and when we all rally together; we can achieve the impossible and create an extraordinary second half.

As a result , the people took to social media channels wondering what the #13thkitTaiyyari was about. The banter between the brands on Twitter left people even more curious on why they should be stocking up for the 13th with many more brands and companies jumping into the fray building up the excitement for the D-Day.

Prathyusha Agarwal, Chief Consumer Officer, ZEE Entertainment Enterprises Limitedsaid, “With the resumption of production, we are excited to bring fresh content for our consumers. The last three months have caused a significant stir amongst the mood of the nation. People are increasingly investing time in entertainment to cope with the uncertainty prevailing around. TV has been the greatest common unifier and respite in this lockdown and as content creators, we acknowledge that it is a huge responsibility we carry. For us, understanding the pulse of our consumers and customers and delivering delight is an obsession, which is what we are attempting to do both with this campaign and in crafting all our stories for the second half 2020. The

stories we bring will aim to uplift the mood of the nation and provide our viewers respite through all that they are going through. Zee has and will always stand by its viewers and all its partners and is looking forward to holding hands and turning on the light at the end of this tunnel and are confident that we will once again provide valuable experiences to our partners and viewers.”

Expressing his views Ashish Sehgal, Chief Growth Officer, Advertisement Revenue, ZEE Entertainment Enterprises Ltd (ZEEL) said, “With the resurgence of fresh dose of content, we would like to celebrate the spirit of camaraderie with all our stakeholders – cherished viewers & advertisers - to brighten and cheer up with engaging content. Brands will once again have the opportunity to resonate and pave their way into the minds of their consumers in this new environment. At ZEE, we have not only seamlessly weaved stories for brands with relevant influencers & have been at the forefront in creating an integrated platform agnostic solution for our advertisers/brands but ensured that they are part of our communication as well. This has led us to partner with our brands in unique ways and create value for them and #13kitaiyyari is another testimony to the power of partnerships, more importantly brand partners are integral part of the communication when we are reconnecting with our consumer.”

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