Zee has joined forces with independent creative agency- Curativity to actively create and deploy curated content moments into the daily soaps across the network’s general entertainment channels that resonate deeply with viewers, enhancing relatability, engagement and topical relevance.
This falls in line with the media platform’s mantra of consumer-centricity and ‘Winning Moments’, a strategy that has begun to yield rich dividends in terms of viewer engagement and consumer love.
Aimed at retaining and acquiring new audiences by embedding culturally relevant sentiments into the network’s content, Zee as part of this collaboration envisions to foster a sense of community and fuel meaningful conversations across both- TV and digital platforms.
Here’s a look at some of the winning moments ZEE crafted across its shows in partnership with Curativity–
- Zee Tamil’s Sandhya Ragam reimagined the traditional Seervarisai custom, where instead of the ubiquitous display of jewellery, gold, and other valuables that are offered by the bride’s side of the family to the groom’s family, the protagonist’s family chose to showcase her medals, certificates, and trophies. This powerful gesture emphasized valuing daughters for their true potential and accomplishments, rather than material possessions. The impact of this moment was profound, with its reach on Facebook being 15 times the average performance. Watch the moment here.
- The evocative #MaaKaVote campaign launched on Mother’s Day and timed with the election season in India, also encouraged moms to vote for themselves and learn to prioritize their own aspirations amidst their ceaseless duties, promoting the idea of self-care. The campaign resonated deeply, achieving 12 million in organic reach and 0.5 million engagements for the #MaaKaVote film.
- Zee Marathi landed an important message on the occasion of the Vat Savitri festival where married women tie a thread around a tree trunk as a marker of new beginnings. As a part of an interesting conversation #JuneyBandhNaveBandh, the protagonist of Punha Kartavya Aahe was encouraged to untie the old threads of her previous marriage as a metaphor to letting go of the past before embarking on the journey of her second. The #PalakChuka initiative by the same show also acknowledged that even parents are navigating their roles as father or mother for the very first time and are bound to make mistakes. The campaign promotes the idea that, just as children are forgiven for their mistakes, parents too should recognize their imperfections without self-reproach, fostering a healthier, more forgiving approach to parenting.
Sharing his views on the association, Kartik Mahadev, CMO – Content SBU, ZEE, said, “At ZEE, we believe in the power of everyday innovation in storytelling that compounds to positively impact society, nurture relationships and inspire change. Today, our characters are more than just fictional personas. They reflect the evolving aspirations of our viewers, taking on vocations such as bankers, bakers, entrepreneurs, and teachers, embracing life 2.0 with vigour and resilience. They are the original influencers, deeply engaging with audiences across multiple regions and languages, connecting with millions on TV and social media daily.”
“Our collaboration with Curativity has enabled us to craft moments in our content that align perfectly with this vision, helping us not only engage but also connect deeply with our viewers on themes that are relatable. By fostering a sense of community among viewers deeply invested in our content and characters, we open up meaningful conversations and enable deeper connections with the audiences,” he added.
Picking from here, Amer Jaleel, Co-founder, Curativity, also said, “Curating creative and cultural solutions for Zee TV has been one of the most enriching journeys for Curativity. Our platform has independent regional talent that can think in the ethnic nuances needed for original language content. This vertical is being developed by Curativity for both content brands as well as consumer brands and happens to be one of the pillars of our platform.”
“With the team at Zee, the curated independents of Curativity Rupesh, Ketan, Niranjana and their teams are actively feeding in-content ideas that the Zee creative teams are incorporating into the show and building on social media. It’s an extremely interesting exercise for us and we’re thankful that the platform is being leveraged for innovative forays as this!” he added.
