The CMO added that ZEEL created packs keeping the diversity of consumers in mind. “With the help of feedback, ZEEL has identified three levels of awareness amongst audience: MRP regime change level awareness, wherein the consumers are aware of the change in the ecosystem. The second level was the bouquet and pack level awareness where the consumer understands the need of making the choice between broadcaster packs, operator packs, a-la-carte and bouquet packs. The final and most critical level of awareness is to take action and inform the cable operator about your choices.”
ZEEL has run a successful campaign, #WhereIsMyChannel which targeted at English speaking audience. Through the campaign, ZEEL promoted its English cluster portfolio comprising of brands like Zee Café, &flix and &PrivéHD.
Talking about the campaign, Agarwal said: “#WhereIsMyChannel is a three-month-long campaign which was approached in three phases. The first phase being creative awareness through targeted video views. The second phase will be performance driven with retargeted banners, clickable links where consumers can find more information and other video assets showcasing upcoming content on ZEEL-owned channels. The third and final phase will be to drive purchase.”