ZEE Drives Innovation in Content Marketing, Joins Forces with Curativity
ZEE Drives Innovation in Content Marketing, Joins Forces with Curativity
The collaboration weaves culturally resonant narratives and topical threads into the network’s shows to spark conversations
In keeping with its mantra of consumer-centricity, ZEE has embraced an innovative marketing approach that has begun to yield rich dividends in terms of viewer engagement and consumer love. This unique strategy that ZEE calls ‘Winning Moments’ aims to retain and acquire new audiences by embedding culturally relevant sentiments into the network's content, fostering a sense of community and fuelling meaningful conversations across both TV and digital platforms. Taking this approach a step further, ZEE recently collaborated with its creative partner Curativity to actively create and deploy curated content moments into the daily soaps across the network's general entertainment channels that resonate deeply with viewers, enhancing relatability, engagement and topical relevance.
ZEE’s robust social media community enjoys a staggering 191 million followers and subscribers, fuelling 18.4 Mn organic interactions and 3.5 Bn organic monthly video views, amplifying the reach of these conversations led by the network’s key protagonists who hold significant influence and credibility in the minds of the audience.
Here’s a look at some of the winning moments ZEE crafted across its shows in partnership with Curativity. Zee Tamil’s Sandhya Ragam reimagined the traditional Seervarisai custom, where instead of the ubiquitous display of jewellery, gold, and other valuables that are offered by the bride’s side of the family to the groom’s family, the protagonist’s family chose to showcase her medals, certificates, and trophies. This powerful gesture emphasized valuing daughters for their true potential and accomplishments, rather than material possessions. Watch the moment at https://www.facebook.com/
Kartik Mahadev, CMO - Content SBU, ZEE, said, “At ZEE, we believe in the power of everyday innovation in storytelling that compounds to positively impact society, nurture relationships and inspire change. Today, our characters are more than just fictional personas. They reflect the evolving aspirations of our viewers, taking on vocations such as bankers, bakers, entrepreneurs, and teachers, embracing life 2.0 with vigour and resilience. They are the original influencers, deeply engaging with audiences across multiple regions and languages, connecting with millions on TV and social media daily. Our collaboration with Curativity has enabled us to craft moments in our content that align perfectly with this vision, helping us not only engage but also connect deeply with our viewers on themes that are relatable. By fostering a sense of community among viewers deeply invested in our content and characters, we open up meaningful conversations and enable deeper connections with the audiences.”
Amer Jaleel, Co-founder – Curativity said, “Curating creative and cultural solutions for Zee TV has been one of the most enriching journeys for Curativity. Our platform has independent regional talent that can think in the ethnic nuances needed for original language content. This vertical is being developed by Curativity for both content brands as well as consumer brands and happens to be one of the pillars of our platform. With the team at Zee, the curated independents of Curativity Rupesh, Ketan, Niranjana and their teams are actively feeding in-content ideas that the Zee creative teams are incorporating into the show and building on social media. It’s an extremely interesting exercise for us and we’re thankful that the platform is being leveraged for innovative forays as this!”
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