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Khabrein Khud Bolengi

the challenge

Zee Hindustan wanted to be noticed in a very predominantly cluttered, chaotic news-channel landscape by putting news, not the anchors, in the spotlight.

consumer insight

The idea of hero-worshipping isn’t restricted to the golden or silver screen. It extends beyond, to sportspersons, industrialists, and even news anchors. But oftentimes, these heroes overshadow the truth.

solution - The Idea

ZEE Media wanted to spread awareness by positioning the channel as an independent entity with clutter-breaking communication that created a stir. All this, with limited media spends. We launched the channel like a News Story, targeting top competition anchors in our mainline campaign with enough noise in the first week, leaving them with no option but to respond. Thus gaining virality far beyond our media spends. We used top anchors from the competition news channels to launch anchorless news channel - ZEE Hindustan - without them realising it. We targeted ads taking a dig at Ravish on his channels, on Arnab on Republic searches, and Rajat on his own channels. These ads were creatively implemented across OOH mediums, print ads, digital ads, and on TV. Our core messaging of “Ab anchor nahi, khabrein khud bolengi, kyunki aap samajhdaar hai”, was followed by messages like – “Since news is speaking for itself, what will lead anchors like Arnab, Ravish, Rajat, do?”

Ravish Instagrammed. Anjana tweeted. Rajat Sharma filed a case in Delhi High Court.

We broke the clutter prominent in the Indian news industry, by putting the news, not the anchors, in focus again. Our country’s default behaviour of hero-worshipping was challenged, thus making Zee Hindustan the talk of the country. For all the right reasons.

results

We leveraged top competitor anchors to promote ZEE HINDUSTAN with limited spends. Our tactical use of communication garnered overwhelming reactions and responses, from consumers as well as the anchors & their news channels. In no time, everyone knew ZEE Hindustan had gone anchorless. Top anchors across channels promoted us on their personal and official channels.

Conversations. Mentions. Reactions.

  • 8,50,000

    mentions across Facebook, Twitter & YouTube
  • 850 Mn

    Impressions on Digital
  • 3X

    Growth in search volumes
  • 65%

    Increase in website visits

Awards

Digixx

  • SILVERSearch Marketing / Display Marketing

Abby

  • BRONZEInnovative Use of Integrated Media

Foxglove

  • GOLDBest Online Integrated Campaign

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