Building further on its platform-agnostic approach to content marketing, the Content & Partnerships vertical of Zee Entertainment Enterprises Ltd (ZEEL) has taken brand solutions to newer avenues. By keeping the platform with the single largest reach – Television — at the core along with other mediums to further amplify the message, an integrated campaign was curated with the on Zee TV’s dance reality show- Dance India Dance Season 7, that secured an exceptional reach of 35 M+.
Keeping the key purpose of providing innovative brand solutions on Television at its core, this pioneering initiative aims to offer exclusive multi-platform content programming running parallel to on-air content. The initiative will thereby enable its viewers to have an immersive experience and generate personalized content.
A 360-degree promotional strategy was formulated by bringing exclusive and engaging content from Dance India Dance’s latest season to Helo’s 50 M monthly active users. The campaign secured a cumulative reach of 35 M+ for its content from Dance India Dance. The show’s social media engagement increased to 725 M+ views, increasing the follower base by 1.3 M+ followers.
With 9.2 M+ interactions, Helo provided a platform for exclusive Dance India Dance content to drive social native content and build better brand connect through 925M+ Hashtag views, 96M+ Video views, 9.2M+ interactions & 723K+ likes.
Commenting on the success of the campaign, Ashish Sehgal, Chief Growth Officer, Advertisement Revenue, ZEEL, said, “While Television remains a strong platform to deliver value to our clients, ZEE aims to build an ecosystem wherein brands leverage multiple mediums to create content with us for audiences across platforms. Through this partnership, we are highlighting our expertise in helping brands achieve an incremental reach with social-first native content, using our mediums for content marketing to amplify their presence across platforms. We will continue to innovate and develop customized platform-agnostic solutions for brands, which will achieve specific campaign objectives focusing on organic engagement and delivering maximum reach, amplification and community impact.”
Chhandita Nambiar, Head of Entertainment at Helo, said, “Making trending and engaging content accessible to the Helo users is a key priority for us. The partnership with Dance India Dance is aligned with our mission to connect our 50 million monthly active users with relevant and popular content in their local language. By offering exclusive content, one of ZEE’s most popular entertainment shows was able to build a better connect with its audience across the country, which consumes content in 14 major Indian languages.”
Going forward, ZEE plans to offer innovative content solutions that ride on the programming of established IPs on Television. This will help brands drive native content to build a better connect with audiences across platforms using ZEE’s strong reach of 42 channels.
Helo is one of the leading social media platforms made for global desis allowing users to create and share content in their own language, as well as connect with their wider community. It is available in 14 languages including Hindi, Telugu, Tamil and Malayalam, and is among the top apps downloaded on the Google Play store in 2018. Helo is available in India as well as in the USA, Canada, Singapore, Malaysia, Saudi Arabia, UAE, Oman, Kuwait, Qatar, Nepal, Sri Lanka, South Africa, and Bangladesh for iOS and Android.