Zee5 launched a campaign for its premium offering which looks to bring out the diversity of content on the app.
Conceptualised by What's Your Problem, the film celebrates the eccentricity of its audience's content choices and urges the youth to not follow the herd and instead watch content that reflects their personality.
Rahul Maroli, SVP and head SVOD, ZEE5 India, said, “India lives in their languages and ZEE5, through its bespoke and premium content offering in 12 Indian languages want to cater to all such audiences. Our new SVOD campaign ‘Atrangi dekho. Atrangi raho’, celebrates the very eccentric identity that an individual parades by challenging the status quo. As India’s entertainment super-app, we want to reimagine content by our unique storytelling approach which reflects the intrinsic fabric of our culture. We are thankful for all the love given to us by the audiences and we aim to enhance their content viewing experience as we move ahead in our journey to entertain India 24x7.”
Amit Akali, managing partner and CCO, What’s Your Problem, said, “When it comes to content, there’s a certain consumer who’s the pioneer and influencer, the one who always looks for different, cooler, atrangi content, finds it and then is followed by the others. He/She is Atrangi and one of the ways this Atranginess is expressed is through Atrangi content. Which they find in abundance on ZEE5, be it original shows like Rangbaaz, or cutting-edge movies, Hindi or the best of original regional content. They are the one who others admire and wonder how they are always ahead of the curve. That’s the consumer we wanted to celebrate by saying, 'Atrangi dekho, Atrangi raho.' While executing the film it was important that we captured this inherent coolness or Atranginess in every possible way; the cast, the music, the writing, the attitude. That’s where Arun Gopalan and Storytellers did their magic, making every frame look beautiful and celebrating the Atranginess in it.”
Client: ZEE5 India
Creative agency: What’s Your Problem Brand Solutions
Production House: Storytellers.in
Director: Arun Gopalan
Music: Subhajit Mukherjee