ZEE Vajwa has launched two new brand films ahead of its launch this Saturday which are intrinsically coded in the Marathi culture with nuanced storytelling showcasing how music aids immersion at the moment. The brand communication has kept in mind the GenZ Marathi yuva with the campaign created by Publicis Ambience which portrays instance which the audience can relate to.
The first film opens with a young girl struggling to pluck a jackfruit from the tree while her brother enjoying music on TV seeing her struggle gets inspired from a Govinda song and sets out to help his sister after increasing the volume of the song. The music creates a magical energy uplifting the moment and transforming into a sight nothing less than a dahi handi celebration with everyone forming a human pyramid and helping her get the fruit.
The second film showcases the emotions of two different generations wherein – the old and the new – with music being the catalyst as a group of young boys and girls gather for a bhajan sandhya in the neighbourhood. One of the girls uses the lyrics of the bhajan playing on the TV to express her feelings to a boy.
Romantic slot ‘Yad Lagla’ will showcase doodle love notes before each song, request show ‘Manachi Request’ will pair people basis their music choices on-air with many more such experiences. ZEE Vajwa will also showcase two short format shows Limlet Gappa which will engage with the Marathi audience through vox-pop and Taare aple saare – A celebrity chat show. Bhavdyachi Tavdi – a special category first long-format show will be telecasted on weekends to amplify the weekend mahaul with its unique concept.
ZEEL will leverage its strength in Maharashtra with high impact on-air promotions and integrations in ZEE Marathi and ZEE Yuva shows along with usage of the digital landscape as a key medium to engage and build recall amongst the younger audience.
With a music++ experience for its viewers and many category firsts the brand promise is inspired from the viewer world.
Prathyusha Agarwal, CMO, ZEEL, said, ‘At ZEE, we nuance our story telling 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 kaaran kshann 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, Kshann Gaajwa’.
“The idea behind the campaign was to bring alive the channel proposition for our core Marathi music viewers. The situations or moments showcased in the films have a strong cultural relevance to ensure instant connect with the audience at the same time establishing the brand as a unique offering in the category. Each film distinctly establishes how music brings in transformation and amplifies a moment while beautifully building on our brand promise of “Zee Vajwa Kshann Gaajwa”.
Pankaj Balhara, Dy. Business Head, Music Cluster, ZEEL
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 in 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, Kshann Gaajwa! The entire experience 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’.
The campaign which started last month will go on till December as ZEEL aggressively builds the channel awareness and subscription.
ZEE Vajwa will be available on major cable TV, DTH, and Free Dish platforms from mid-October apart from ZEEL’s digital platform ZEE5. The channel will be available to a-la-carte subscribers at Rs 0.1 per month.
