Campaign India Team
Feb 15, 2018

Zee5 talks about Indi-fying the status quo

Watch the film conceptualised by BBH India here

OTT platform, ZEE5 has launched a three minute digital film to popularise its offering of both local and international content on one platform.
 
The music video has been conceptualised and executed by BBH India.
 
The key insight behind this campaign is our love for local languages as Indians and that there is nothing like the feel of your own language from lullabies to abuses.
 
Archana Anand, digital head, ZEE5 India said, “We see ZEE5 as filling a definite need-gap in the Indian market for strong language content and navigation experience across Indian languages. We believe this market to be hugely underserved and hence, see this approach as key. Our brand anthem celebrates this spirited new India, globally savvy, yet happiest in the language of their comfort."
 
Keeping in mind the distinct audience, two versions of the anthem have been created-- one for the North market and one for the South, each catering to the specific market nuances for authenticity and connect. 
 
Watch the South Indian version of the film here:
 
 
Russell Barrett, CCO and managing partner, BBH India added, “ZEE5 is an entertainment brand for India in all its colourful, textured difference. Our effort was to not just say why this brand is different from all the other OTTs out there, but to demonstrate the difference through our communication.”
 
 
Credits:
 
Agency: BBH India
 
CCO & Managing Partner –  Russell Barrett
Creative Director (Art) - Shruti Das, Karthik Sekhar
Creative Director (Copy) – Ira Gupta
Art Director – Shruti Das, Karthik Sekhar
Copywriter – Ira Gupta
Head of Production – Khvafar Vakharia
Executive Producer – Rahul Kulkarni
Managing Director – Arvind Krishnan
Business Head – Monideepa Nandi
Senior Business Partner – Monisha Khanna
Business Partner – Aishwarya Sundaram
 
Production House: Opticus Inc
 
Director – Nitesh Tiwari
DOP – Tapan Basu
Producer – Varun Shetty
Line Production – Siva Konar and Team
Post Producer – Mahesh Kamble
Assistant Director – Prince Shah, Karan Modi, Nazim Khan and Tejas
Editor – Munishwar Rao
Online Artist –Bushan Wagh
Music Director – Amit Trivedi
Lyricist – Amitabh Battacharya
Choreographer- Bosco and Ceaser

 

Source:
Campaign India

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