Zee Marathi bags 2 awards at the prestigious ACEF Asian Leaders Forum and Awards. Comprising a global jury and accepting entries from across Asia, the awards recognise excellence in branding, marketing, rural marketing, CSR & EHS initiatives. Zee Marathi received two silver awards for “Excellence in Partner Branding” and “Best farmer connect / contact program of the year” in the Branding & Marketing and Rural Marketing categories respectively.
The “Excellence in Partner Branding” was awarded to Zee Marathi's extensive campaign done in partnership with and for L'Oréal. In a first for the channel and for L'Oréal, channel artists turned brand evangelists in a campaign tailor made to leverage Zee Marathi's unique affinity with its audiences. The campaign's tagline, “"A Relationship built on trust", proved to be a winning strategy with L'Oréal increasing its Top of Mind Recall (TOM) from 3% to 6%, SPONT Awareness from 17% to 39% and TRUST Factor rising from 11% to 18%.
Zee Marathi's Kissan Abhiman App bagged the award for “Best farmer connect / contact program of the year”. Kisaan Abhiman, the first app for farmers launched by a GEC, is a free app that has become the Abhimaan (pride) of Maharashtra's hinterland. It currently connects & benefits over 1.42 lakh subscribers clocking over 1 lakh downloads within a year of its launch.
Founded in 2012-13, the ACEF program is organized by a team of professionals from India, Srilanka and UAE and is guided by the Advisory Members from Branding, Marketing and Creative Agencies based in India, US, Australia, Singapore, UAE and Srilanka. Their programs are focused on Customer Engagement Activities, Branding, Marketing, CSR, Rural Marketing, Properties (Hospitality & Real Estate), HR and are planned for India, Srilanka, GCC Continent and Asia Pacific Regions.
Report By: Tanvi Pradhan