Though immensely popular, Zee Bangla decided to rev up channel loyalty to try and change the norms of program loyalty. This urged the channel to conceive a brand campaign that gave shape to the character, define its personality and build an endearing position in the viewers minds hierarchy of viewing choices. (An image that reflects the desires, aspirations, ambitions, of the TV hungry Bengali, regardless of their age, location, cultural or social backgrounds)
After gaining key viewer insights the Jibon Maney Zee Bangla (Life is Zee Bangla) campaign. The essence of the idea was to connect with what viewers aspire for in life, trigger hopes and set out to achieve their dreams.
The next phase was to develop situations, common enough, yet significantly rich in content, carefully crafted to show how intrinsic Zee Bangla has become to the viewer s life. The device used to convey this thought was simple yet effective, the letter Z .
From a peppy youth picnic, to a traditional wedding to everyday rural life the Z symbol is an inherent part that drives home the message to the heart and mind.
The commercials will start making rounds soon. Zee Bangla is now the talk of the town as the innovative executions and high outdoor visibility has created a feel good with Zee Bangla syndrome among viewers across Bengal.