New Zee Vajwa to Amplify Every Moment of Music
With an intention to make its presence stronger, ZEE unveils a new channel ZEE Vajwa, that will connect you with every moment. The Marathi music channel tags youth in its tagline – ZEE Vajwa, Kshann Gaajwa. Bringing alive the positioning, the channel released two brand films this week gearing up to the official launch on 17th October.
The 1st film is about a young girl with a moral of transforming energy. It shows how music changes the way of attaining something. The second film is based on a sweet narrative of emotions and situations being amplified with music. Both films are directed by the National award-winning director Ravi Jadhav. And the campaign was created by Publicis Ambience.
Prathyusha Agarwal, CMO, ZEEL, said, ‘At ZEE, we nuance our storytelling basis consumer insights to bring alive the cultural codes of that region in the most authentic and relatable form. Our Marathi cluster content brands are not just entertainment channels but cultural icons for Maharashtra and we aim to further strengthen this bond with the launch of Zee Vajwa. In-depth consumer research indicated that the Marathi yuva today is often waiting for occasions to let loose and live life to the fullest. With ZEE Vajwa, we promise to turn every moment into an mahaul kaa rankshann zingaat tar life zingaat. The two brand films showcase a beautiful inside view of everyday relatable moments and how music becomes an amplifier and transforms the experience, aptly captured in our tagline ZEE Vajwa, KshannGaajwa’.
Srija Chatterjee, Managing Director, Publicis says ‘We did not want to be yet another music channel. We are a music channel for the Marathi Yuva, who may be saumya otherwise but the zingaat side comes out clearly during festivals or celebrations. And this is aided by music, as that is what helps them immerse at the moment and charge it up. Hence the trigger “Music is the way to amplify moments”, be it emotions, people, or situations. And the idea “Life is more fun when we don’t wait for big exciting occasions, but when you lose yourself in the excitement of every moment”. Zee Vajwa, KshannGaajwa! The entire experience of partnering Zee on this one has been exciting. How often does one get a chance to build something from scratch? This was one of those opportunities and it has been truly fulfilling for all of us here at Publicis’.
Zee Vajwa will be available across all major cable, DTH, Free Dish, and digital platforms starting from mid-October. The channel will also be available on ZEEL’s digital and mobile entertainment platform, ZEE5.
The marketing campaign will leverage ZEE’s Network strength in Maharashtra with high impact on-air promotions and strategic integrations in popular ZEE Marathi and ZEE Yuva shows like Chala Hawa Yeu Daya, Dancing Queen, Lav Re toh video, and many more.
Along with the TV promotion, the channel is going to boost up the updates on social media as well. To create a unique aroma of itself from the competition by bringing alive the brand promise with a music++ experience for the viewers with many category firsts.
ZEE Vajwa will also showcase two short format shows Limlet Gappa – Engaging with Marathi yuva through vox-pop and Taare aple saare – A celebrity chat show.
The campaign started in September and will continue until December.
Brand film 1: Here
Brand film 2: here