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Behind the launch of Zee5’s global launch & “Dil se Desi”


Behind the launch of Zee5’s global launch & “Dil se Desi”

With global audio and video traffic expected to make up 82% of all Internet traffic by 2018*, it’s no surprise that broadcasters are turning their attention to video-on-demand (VOD) services.

The latest is Zee Entertainment, which has launched its VOD platform Zee5. The online platform and smartphone and TV app was launched in India in February and has since gone live in more than 190 countries with 100,000 hours of on-demand content; exclusive Originals; and over 60 live TV channels in 12 languages.

This week the brand launched its first global campaign “Dil se Desi,” which roughly translates as “local at heart”.

The campaign aims to announce the launch of the platform in APAC, Africa and MENA, and soon in Europe, Canada and the Caribbean.

“In the first leg of our international foray, we intend to capture the hearts of South Asians across the globe and I think our campaign, “Dil Se Desi” does this beautifully,” says Amit Goenka, CEO, ZEE International and Z5 Global.

The launch campaign in India that was rolled out in February 2018, “Apni Bhasha Mein Feel Hai,” (which roughly translates as there is “feeling in our language”) and “Dil se Desi” are both based on the same insight, explains Archana Anand, chief business officer, ZEE5 Global. The insight is that “Indians and indeed South Asians today, irrespective of where they live or how globally connected they are, are fundamentally rooted in their culture and feel a strong sense of pride and belonging. Being desi today has moved from being just cool to being an intrinsic part of one’s identity and that’s what ZEE5 taps into. The emotion that whoever or whatever I am on the outside, on the inside I am Dil Se Desi and I not only embrace, but celebrate who I am,” she adds.

The campaign was a collaboration between ZEE5 and Publicis Capital.


Client: ZEE5 Global

Team: Archana Anand, Krunal Desai, Tanisha Agrawal

Agency: Publicis Capital

Creative: Bobby Pawar, Ashirwad Mhatre, Tejal Sawant, Purbali Mukherjee,

Account Management: Srija Chatterjee, Suraj Pombra, Sabina Singh, Shruti Patkar, Anchal Shah

Planning: Saloni Patil

Director: Kartik Ramnathkar

Production House: Prodigious (Chahna Rupani, Bhavna Gupta, Shariq Velkar)

* Source: Deloitte’s “Digital Media: Rise of On-Demand Content”

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