Zee Hindustan wanted to be noticed in a very predominantly cluttered, chaotic news-channel landscape by putting news, not the anchors, in the spotlight.
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.
ZEE Media approached our digital marketing agency in India to create a campaign to raise awareness for their new channel and position it as a unique entity. Despite having limited media spends, our creative campaign targeted top competition anchors and generated buzz, forcing them to respond. We launched the channel like a news story, gaining virality beyond our media spends. We even launched the anchorless news channel, ZEE Hindustan, using top anchors from competition news channels without them realizing it. Our ads, which creatively took a dig at Ravish, Arnab, and Rajat, were implemented across various mediums, including OOH, print, digital, and TV. The messaging we developed highlighted the channel's independence and focus on delivering news directly to viewers, which resonated with audiences. Our ability to deliver results through creative and effective campaigns exceeded expectations, generating a higher ROI than usual for ZEE Media. As a digital marketing agency in India, we are proud of our innovative and engaging campaign that delivered results for ZEE Media.
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.
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.
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