Campaign India Team
Nov 01, 2017

Comment: The contrasting approach of Punit Goenka's Zee

When the burger wars are out in the open, the broadcasting business makes peace

Comment: The contrasting approach of Punit Goenka's Zee
Everyone loves a good fight. 
 
When the Indian operations of the fast food giants, KFC, McDonald's and Burger King are slugging it out in the Burger Emoji war, there is a silver lining in the broadcasting business.
 
Earlier this week, as Punit Goenka's ZEE celebrates 25 years, the network has come out with a campaign that makes one sit up and notice for all the right reasons.
 
In the campaign, Zee pays tribute to its competition with a Hindi couplet that says that speaks about how co-existence adds to the enrichment of each other.
 
Punit Goenka's hands off approach
 
Goenka has exhibited this in the past too. It was one of the most memorable anecdotes from Campaign India's maiden Media360 Conference. In the context of speaking about how media houses cry foul over independent audience surveys, IPG Mediabrands CEO Shashi Sinha spoke about the day when BARC was launching. ZEE's Punit Goenka, as the head of the Indian Broadcasting Federation, was also among the driving forces behind this industry-backed measurement body.
 
However, when the ratings were announced ZEE had dropped to number 4 among the general entertainment channels (the last spot among the big four). There was a murmur among the rest of the industry on how could he (Goenka) have let this happen, that too in an environment that's dominated with lobbying and where every rating point gained or lost is bitterly contested. One thing is for sure. Goenka certainly came out shining that evening. 
 
And on this special occasion too, his channel has come out dazzling in silver. 
 
We need to wait and see if ZEE's competitors join the celebration.
 
Source:
Campaign India

Related Articles

Just Published

Premium
Goafest 2020: Red Abby introduced
Premium
1 hour ago

Goafest 2020: Red Abby introduced

'The Red Abby' is an appeal to the industry to design inspiring behavior change campaigns that address the issue of violence against women

Premium
Axis Bank places the emphasis on the 'human side' of banking
Premium
2 hours ago

Axis Bank places the emphasis on the 'human side' ...

Watch the film conceptualised by Lowe Lintas here

Premium
Blog: Kobe Bryant – loveable hero of ‘the ad of the decade'
Premium
2 hours ago

Blog: Kobe Bryant – loveable hero of ‘the ad of the ...

The author looks back at the Turkish Airlines film featuring Kobe Bryant and Lionel Messi and points out learnings for large number of clients and agencies in India that are today using celebrity ambassadors

Premium
Concept Group acquires majority stake in Lastmile Solutions
Premium
2 hours ago

Concept Group acquires majority stake in Lastmile ...

The investment comes through a combination of fresh issue of equity and infusion of debt