Zee Entertainment has Indian celebs asking ‘Where is my channel?’

A new campaign from Indian media conglomerate Zee Entertainment Enterprises Limited (ZEEL) encourages viewers to specifically ask their cable operators for the channels they want to watch.

Created by independent agency tiqui-taka, the ‘Where is my channel?’ campaign makes a couple of Indian celebrities – filmmaker Anurag Kashyap and percussionist and composer Sivamani – the butt of a few deprecatory and deflating jokes.

In the first film, the cable operator assumes Kashyap, a director known to swear by Quentin Tarantino, does not watch English films.


Filmmaker Anurag Kashyap's English movie channel goes missing! Watch the video to find out what happened… #WhereIsMyChannel #ZeePrimeEnglishPack

Posted by AndFlix on Saturday, 16 March 2019

In the second, the cable operator is apparently unaware of Sivamani’s reputation as musician and assumes he is some sort of a fashionista.

Zee Prime Pack | Zee Café

Maestro Drummer Sivamani is really ANGRY about something.Watch the video to find out what happens. #WhereIsMyChannel #ZeePrimeEnglishPack P.S. Semma performance by Sivamani Sir! ????????

Posted by Zee Café on Saturday, 16 March 2019

The backdrop to the campaign is new regulations from the Telecom Regulatory Authority of India ruling that Indian cable subscribers should only pay for channels they specifically ask for, instead of buying a pack from a cable operator which may have a non-optimum mix of free and paid content.

ZEEL’s chief marketing officer Prathyusha Agarwal said: “The discerning urban English consumer is highly involved in their content choices.

“However, selecting their channel packs is new behaviour that they are currently not used to.

“Through this communication our objective was to nudge them towards becoming more active in informing the cable operator of their channel pack choice.”

Tiqui-taka founder and director of one of the films, Jigar Fernandes said: “We just changed the lens of the brief and saw the cable guy’s plight instead.

“How will he ever know what channels you like? We finally cracked it by bringing in the celebrity angle – if a cable guy can misjudge a celeb, it can happen to anyone. And Zee was cool enough to embrace it.”


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