OTT platform Zee5 has unveiled an integrated marketing campaign ATM - ‘Any Time Manoranjan’. Conceptualised by Publicis, it aims to strengthen ZEE5’s connection with audiences across the country by offering free content to its AVOD consumers.
The campaign showcases Zee5 actors helping viewers watch their preferred shows from any place and at any time, in the language of their choice.
The campaign will be launched in various languages, including Hindi, Marathi, Tamil, Telugu, Kannada and Bangla.
Manish Kalra, chief business officer, Zee5 India said, “As India and Bharat’s multilingual storyteller, we have entertained millions of Indians with our diverse gamut of content offerings for the past three years. Through the ATM campaign, we aim to acquire new users and encourage TV watchers to download the Zee5 app for an unmatched experience, using a powerful combination of platform convenience and compelling content. We chose this proposition because the word “ATM” connotes instant accessibility; and we want users to think of Zee5 like an ATM that gives you access to entertainment anytime. Through our ability to deliver multilingual purposeful content across various devices, ecosystems, and operating systems, we want to target the gap between the TV watching audience and OTT users by introducing them to a world of real, relevant, and resonant Indian stories on our platform.”
The TV campaign will be live across multiple ZEE network channels, owned social media platforms and through influencer marketing. The brand will also run campaigns across top radio stations in key markets, creatives in Tier 2 and 3 markets and add the ‘ATM’ messaging in all the featuring banners for tentpole shows.
We caught up with Manish Kalra, chief business officer, Zee5 India to learn more about the campaign.
What was the genesis behind the campaign and target audience for the same?
We want to expand our viewer base into newer geographies to bring more people into the world of online content viewing. A lot of our loyal viewers originate from Zee's TV content viewing and as we go deeper, almost 90% of our households are still using TV sets. The audiences who are not aware of catching up on content are mainly our target. We are looking at 24-45 year-old women in tier 1, 2 and 3 markets who are getting acquainted with transitioning from offline to online.
What kind of premium content are you looking at? How long will fence-sitters have access to free premium content?
We are offering popular TV shows from all ZEE channels. We have also opened up many premium movies and made them free for fence-sitters and registered users. This will help us engage with existing users as well as acquire more viewers. On the pricing front, we give the first episode free for users to sample and decide how they find it. We also have got popular Korean TV shows, dubbed them in Hindi and made them free on our platform.
OTT benefitted majorly in the pandemic. Now, many believe that television viewership is back on the rise. How has that impacted your platform?
It's all about consumer behaviour change. Many have discovered the convenience of being able to access good content online on their mobile phones. While the growth scale during Covid was multi-fold, we are still seeing more numbers month-on-month. Users who switched to our platform in the pandemic are still hooked, although the pace of growth is slightly down as compared to the lockdown. Although there are multiple cohorts who would have gone back to TV viewing for their own reasons, they lack a lot of benefits like binge-watching or viewing a particular episode, to name a few.