ZEE5’s AVOD TVC ‘Main Mera Dekh Lungi’ targets women with choice, convenience

inpost image-Main-Mera-Dekh-Lungi-ZEE5's-TVC-MediaBriefZEE5’s latst AVOD TVC Main Mera Dekh Lungi campaign targets Indian women with the power of choice and convenience. This, in ZEE5’s third year of entertaining audiences across India, is not only the country’s largest ConTech OTT platform’s promise to democratise content viewing, but also indicates a strong focus on AVOD as a solid driver of further growth.

The latest television campaign for its ‘Advertising Video On Demand’ (AVOD) revolves around championing the cause of ‘Choice fueled by Convenience’ by providing access to the library of content across all it’s 12 languages.

The new TVC focuses on promoting convenient viewing. The woman who essays the role the Indian wife or for that matter the daughter-in-Law in the TVC echoes the voices of women across India who rightfully have the choice of entertainment for themselves and most importantly at their convenience.

ZEE5’s AVOD TVC Main Mera Dekh Lungi Hindi videos

ZEE5, a part of ZEEL and being India’s largest ConTech OTT platform, promises to further democratise content viewing via this new campaign Main Mera Dekh Lungi. The creative route of the campaign showcases how a modern progressive woman who knows her entertainment choices and how can she get it.

A ZEE5 India spokesperson said, “Our aim with this new campaign was to showcase that today, the Indian women has the right to elect her favourite entertainment TV show (Choice) and ease of viewing (Convenience).

“The name Main mera dekh lungi  for the campaign was creatively coined from the widely-used term across households, which magically works as a word play for our category. Referring to ‘dekhna’, which relates to the fact that ‘viewing is made personal by ZEE5’.

“The TVC showcases how the app gives the woman, who is evolved and knows what content she wishes to watch, the freedom to watch her favourite shows, movies, etc anytime, anywhere on ZEE5,” the spokesperson said.

With this campaign ZEE5 looks to reduce the fight for the remote in single TV households. Additionally, how the Indian women sacrifices everything including her entertainment for the family, would not have to compromise it going further. 

Democratising the viewing of content with choice and convenience seems to be in the ZEE5 DNA — which is about entertaining all with no bias towards time, any particular language or genre. With 125,000 hours of content / entertainment across 12 languages, 800+ Top rated TV Shows, 4100+ Movies, 90+ Path breaking Originals, Super-hit Music videos, 100+ LIVE channels, 30+ News channels, 3000+ hours of Kids content, great Food videos  and more, ZEE5’s depth of offerings across content types, genres and languages is a warchest indeed, and appeals to the viewer looking for a complete entertainment package destination.

The campaign will primarily be driven through television. However, other mediums of promotions will also be a part of the overall integrated approach. Since a lot of entertainment gets consumed when people are travelling and it’s about utilising that time to watch your shows when you are free, again showcasing convenience, ZEE5 wants to use transit mediums.

So ZEE5 will use static branding and audio announcements in Mumbai and Delhi Metro and local trains by using contextual imagery and headlines. Radio, in-Mall branding in Tier II towns, Social Media and Digital   branding and content marketing on sites will also be a part of this campaign.

CREDITS

  • Client: ZEE5
  • Film: Main Mera Dekh Lungi
  • Creative Directors: Pranat Ghude, Deepak Salvi
  • Production House: Squirrel Productions LLP
  • Director: Sanket Rasal
  • Post Production Studio: Prime Focus Pvt. Ltd.

Your thoughts, please