Zee Entertainment Enterprises has teamed up with Birla Opus Paints, a newcomer in the paints industry, with the brand joining as the Co-Title Sponsor for Zee’s flagship singing reality show Sa Re Ga Ma Pa in Hindi and Telugu. Additionally, Birla Opus Paints will serve as a Co-Powered Sponsor for the Tamil edition, further extending its reach across multiple regions.
The collaboration goes beyond traditional sponsorships, as ZEE’s sales and brand integration teams have devised a unique and creative set of brand placements within Sa Re Ga Ma Pa. In addition, to ensure that the brand’s presence is visible, its mascot has been integrated into the content across multiple languages.
In line with the Birla Opus Paints’ creative ethos, ZEE has executed a unique network-wide innovation which cuts across both GECs and movie channels, ensuring that the brand’s presence is impactful and widely recognised, the network further stated.
As per the network, Birla Opus Paints has been strategically focused on building a strong brand presence across diverse markets. ZEE with its reach across India and globe, has proven to be the perfect avenue for the brand to engage with its target audience.
Speaking on the development, Ashish Sehgal, Chief Growth Officer- Digital and Broadcast Revenue, ZEEL, said, “Partnering with Birla Opus Paints, one of the most anticipated new entrants in the market, has been an incredible opportunity. With Birla Opus Paints joining us as the Co-Title Sponsor on Sa Re Ga Ma Pa across Hindi and regional markets, we are amplifying their brand visibility with our initiatives. We’ve pushed the boundaries of creativity with a unique innovation, integrating their mascot into our content across multiple languages, ensuring that the brand’s presence is not only visible, but unforgettable. We look forward to collaborating with them in the future as well and hope the brand rises and shines.”
To this, Kartik Mahadev, Chief Marketing Officer, ZEE, said, “At ZEE, we believe that content has the ability to create meaningful connections between brands and their consumers. Our partnership with Birla Opus Paints is a testament to this belief. Sa Re Ga Ma Pa connects cultures through the power of music with its presence across eight language markets. By seamlessly incorporating engaging touchpoints on our iconic singing reality show, we’ve crafted a richer brand experience for Birla Opus across markets. We’re excited to collaborate with a brand that shares our vision for innovation and storytelling.”
In addition, Inderpreet Singh, Chief Marketing Officer, Birla Opus Paints, said, “Birla Opus Paints wants to add beauty and colour to the life of every Indian. ZEE Network, with its unmatched reach and content innovation, is a perfect partner to create meaningful connections with our consumers.”
Furthermore, Shekhar Banerjee, Chief Client Officer and Office Head- West, North and East, Wavemaker India, said, “At Wavemaker, our commitment is to forge distinctive brand experiences for Birla Opus Paints and we’ve crafted something truly special in partnership with Zee Network. We thank Zee Network for breaking some well-established norms of television to create a partnership that delivers beyond standard sponsorship and also leverages their diverse portfolio of channels. This collaboration is the result of dynamic creative synergy, meticulously designed to be impactful and resonate deeply with our audience, ensuring Birla Opus achieves visibility and impact.”
