The traditions and culture that tie South Asians worldwide together are deeply rooted in our festivities, and Diwali- The Festival of Lights, is one such festival that is celebrated globally with sweets, traditional attire and fireworks. To commemorate this joyous occasion and make South Asians feel closer to home, ZEE5 Global, in partnership with LuLu Group International, announced a special celebration in the Middle East, among not only Indians but also local audiences, flying in Bollywood sensation Huma Qureshi to KSA and UAE.
ZEE5 Global, the world's largest OTT service for South Asian content, has constantly been driving synergies with like-minded brands. The platform recently unveiled its partnership with the LuLu Group for their India Utsav celebrations to mark the 75th anniversary of Indian Independence Day. Taking the relationship further, they recently unveiled a tremendous Diwali collaboration with LuLu in their malls from Riyadh to Dubai.
The platform flew down the charismatic Bollywood diva Huma Qureshi, highly acclaimed for her performances in ZEE5 Global hits like Mithya and Valimai released earlier this year, to Riyadh and Dubai for a meet and greet with the fans across multiple Lulu stores in these regions.
Huma Qureshi commented on the partnership, “It was a lovely experience sharing an occasion as wholesome as Diwali with the people of Dubai and Riyadh. It's always heartwarming to see how deeply connected we are to our roots, no matter which corner of the world we come from. My association with ZEE5 Global has been wonderful - be it with Badlapur, Mithya or Valimai. South Asian voices are getting their due with platforms like ZEE5 Global supporting their craft and helping boost young creative minds.”
Archana Anand, Chief Business Officer, ZEE5 Global, said, “Diwali is a special festival close to the hearts of all South Asians wherever they may be. With such a large Indian diaspora in the Middle East, this is one of the most popular festivals in the region. We therefore partnered with LuLu to make this an extra-lit Diwali for their customers by giving them a chance to meet and interact with Bollywood star Huma Qureshi, and it was a hugely successful initiative.”
ZEE5 Global has had a tremendous year with a bunch of blockbuster releases like RRR, Valimai, Karthikeya 2, Jhund and other hits. With over 4000 movies and one of the most significant collections of content in South Indian languages, the platform occupies pride as the market's best-loved streaming platform for South Asian entertainment, serving the enormous diaspora population in the region.
Amidst the upcoming festivities, the brand also announced that they would be giving a 1-month free subscription to ZEE5 Global to anyone who purchases above 50 AED/SAR and a 50% discount on a one-year subscription to anyone who spends more than 100 AED/SAR in LuLu stores.
Report By: Rashmi Punshi