TheSmallBigIdea’s ‘TSBI Bharat’ has strengthened its existing portfolio bagging the social media mandate of ZEEL’s first regional Music channel ZEE Vajwa. TSBI Bharati will combined efforts from ZEE Vajwa to complement the brand promise of “ZEE Vajwa, Kshann Gaajwa” solidifed the channel’s regional presence with an aim to inspire the Marathi youth to live every moment to the fullest and invigorate the brand’s belief of “Kshann Zingaat Tar Life Zingaat”.
The agency created a mahaul with dynamic content by tactically releasing playlists with a pulse on the general mood of its viewers with Morning Playlist, Work From Home Playlist, etc. The agency struck a chord with its target audience through visually appealing engagement centric content, quirky ORM responses, buzzworthy cross-brand interactions on Twitter and a launch activity with celebrity-driven content to popularize the brand amongst the Marathi audience.
“The growth of regional music has seen a remarkable increase in the past couple of years. The significant response of the consumers for songs in regional languages, other than Hindi, has shown a marked shift in perception of music. Listening to music in a language from your own region revives a cultural connection. Even the youth is warming up to experiential genres in regional languages, giving way to new forms of music and new ways to experience it. To exemplify the cultural twang of Marathi music and bring it closer to its audience, we at TSBI are excited to be a part of this journey – bringing the cultural and regional essence of the Marathi language to our digital consumer.”
Manish Solanki, Chief Operating Officer and co-founder, TheSmallBigIdea
Commenting on the success of the launch campaign, Prathyusha Agarwal, Chief Consumer Officer, ZEEL, said, “At ZEE, we are obsessed with creating content brands that bring alive the cultural vibrancy of a region in its truest form. With ZEE Vajwa launching in the midst of a pandemic, our digital strategy had to deliver much beyond just awareness and ensure that our promise of amplifying everyday moments into a mahaul was effectively communicated through a unique and immersive brand experience. TSBI Bharat with their strong regional and medium understanding kept our viewers enthused and engaged throughout the launch, making us the reach leaders in the category in just 3 weeks of launch. Looking forward to many more successes with this team.”
TSBI also curated stickers and GIFs using the popular Marathi dialect and words which amassed the brand’s Giphy page with stupendous 192K organic views in a span of 10 days. The GIFs were used in the form of ORM responses and reactions to the trending IPL moments. The agency collaborated with popular artists to conceptualize the #FullToVajwa challenge for the launch party which successfully garnered 3.4 million-plus views.