Publicis Capital creates campaign for global launch of Zee5 OTT platform

The over-the-top platform from Zee entertainment – an India-based media conglomerate – Zee5 has launched in 190 countries across the Asia-Pacific, Africa and MENA, featuring content geared towards a South Asian audience.

The launch campaign Dil Se Desi [loosely translated as Indian/South Asian from the heart] has been created by Publicis Capital. The campaign make a case for South Asians as a community including Indians, Pakistanis, Sri Lankans and Nepalese united by similar cultural mores. And pitches Zee5 as the most relevant content platform for this group.

Zee5 intends expanding the platform to Europe, Canada and the Caribbean “very soon” according to a press release. Earlier this year, Zee’s rival in the domestic market, the Star network took its OTT platform Hotstar to the US and the UK, primarily on the back of sports-led programming.

Zee International and Z5 Global CEO Amit Goenka said: “In the first leg of our international foray, we intend to capture the hearts of South Asians across the globe and I think our campaign does this beautifully.“

Z5 Global’s chief business officer Archana Anand aded: “Interestingly, both ‘Dil Se Desi’ and the Zee5 India launch campaign have their genesis in the same insight; that Indians and indeed South Asians today, irrespective of where they live or how globally connected they are, are fundamentally rooted in their culture and feel a strong sense of pride and belonging.

“When living in a different country, it’s the language, festivals, food, movies and music that keeps you connected. Zee5 celebrates this sense of belonging with its all-encompassing focus on languages across both its content and user experience.

“With over 100,00 hours of content across 12 languages, it is sure to quickly become the only choice for South Asians in any country to access Indian content online, and immediately connect to home.”

Publicis Worldwide’s chief creative officer and MD Bobby Pawar said: “When people from South Asia move abroad, we become one vibrant community, united by all we have in common, and this community is known as ‘Desi’.

“The idea celebrates what we love about being ‘desi’, the quirks, the attitude, the culture, the coolness, the togetherness and the content we can’t do without.”


Client: ZEE5 Global

Team: Archana Anand, Krunal Desai, Tanisha Agrawal

Agency: Publicis Capital

Creative: Bobby Pawar, Ashirwad Mhatre, Tejal Sawant, Purbali Mukherjee,

Account management: Srija Chatterjee, Suraj Pombra, Sabina Singh, Shruti Patkar, Anchal Shah

Planning: Saloni Patil

Director: Kartik Ramnathkar

Production House: Prodigious (Chahna Rupani, Bhavna Gupta, Shariq Velkar)


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