Zee TV, India's leading general entertainment channel struck 'gold', winning top laurels for excellence in marketing and communications at the fifth edition of the exchange4media Indian Marketing Awards. The awards ceremony was recently held in Gurugram wherein it won 5 golds. Under the brand building category, 2 golds were bagged for Zee TV's high-impact brand refresh campaign 'Aaj Likhenge Kal' and #ChangeHerNot campaign. In the communications category, the channel won a gold for Dangal WTP under OOH and Aaj Likhenge Kal under Best Use of Omni Channel Marketing. Zee TV also walked away with the coveted 'Best Marketing Team of the Year' award.
In October 2017, Zee TV re-articulated its brand philosophy as Aaj Likhenge Kal, a national campaign that nudged viewers to take charge of their destiny, draw from their inner strength, tide over self-imposed and societal shackles and work proactively towards an extraordinary tomorrow. It reinstated its new brand purpose through a finely articulated integrated campaign by exploring varied mediums that delivered great results in terms of impact and reach. For its show Kaleerein, the channel launched the #ChangeHerNot social media experiment through a specially designed website www.MySoniKudi.com. With the objective of highlighting the sheer absurdity of this stark reality and to get the audience to question these age-old shackles, the matrimonial website was introduced on social media by vocal supporter Gul Panag who criticized the portal for commoditizing brides.
The Indian Marketing Awards (IMA) recognise the importance of marketing and how it is critical for the organic growth of a business and its central role in creating, communicating, capturing and sustaining value for an organisation. The awards were presented to organisations, individuals and teams who have achieved extraordinary success from innovative and effective marketing practices.
Report By: Corporate Communications
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