Mumbai: Lifestyle channel Zee Zest has launched its digital offering called ZeeZest.com. The platform offers influencer marketing solutions to brands with a varied talent roster of influencers across categories.
ZeeZest.com will offer insights across categories - food, travel, health, culture, style and beauty and homes. The website will provide glocal content across core lifestyle genres that are informative, entertaining and will pivot content based on national and international pop-culture trends, said the channel in a statement. The website has led to three million+ users in its soft launch phase, it added.
The content will be spread across multi-formats such as shows, recipes, articles, original videos, web stories, multilingual and aims at generating curiosity and making aspirational lifestyle more accessible. Along with access to Zee Zest shows, the website will also host contests on an ongoing basis to engage with users.
The website will be populated by stories curated by in-house and contributing authors. The website will feature articles on Bollywood celebrities such as Farhan Akhtar, Vidya Balan, Aditi Rao Hydari, Dino Morea, Sonu Sood; and popular influencers such as Shenaz Treasury, Yohani, Tesher and Sejal Kumar.
“Over the last few years, we have seen a major growth in lifestyle content consumption with people wanting to express their individuality and seeking to live a higher quality life,” said Zee Zest business head Amit Nair. “ZeeZest.com is uniquely positioned to be that guide for the urban millennial and the youth to express themselves sharply whether its food/travel/homes and health. The strategy of having a strong TV+ digital presence helps to capture a sizable user base that spends on the diverse categories to always stay several notches ahead. The future sees multiple India Originals for TV, Digital first ideas and initiatives that will raise the bar for lifestyle content delivering immersive and engaging IPs with key focus on user and revenue growth.”
Zee Zest has 45 per cent viewership share in the lifestyle genre with original shows like "From Fit Fab Feast with Huma Qureshi," "India’s 50 Best with Chef Ajay Chopra," "Goan Gullies with Rocky and Mayur," and "Grand Trunk Rasoi."
“With the phenomenal success garnered by Zee Zest within a span of just one year, we are now thrilled to launch the website that will house original and quality content across lifestyle categories,” said Zee Zest chief cluster officer – West, North and premium Amit Shah. “Digital will play an important role in our overall strategy and we will be a unique brand that will have both linear, digital and social presence and thereby be an attractive option for advertisers. With the ambitious goal of being the top five publishers in lifestyle the path is clearly chalked out for the next 3-5 years of bringing together content, community and commerce.”
