BENGALURU: Zindagi, a premium mass Hindi GEC from the bouquet of Zee Entertainment Enterprises (Zeel), kick-started its marketing campaign with brand films highlighting Zindagi’s channel proposition ‘Jodey Dilon Ko’.

The channel is upbeat about its pan-India launch. “Probably for the first time in the country, a Hindi channel launch is being announced in the south,” said Zeel marketing head (national channels) Akash Chawla in Bengaluru. “We have seen increase in consumption of Hindi entertainment content in the Hyderabad-Bengaluru-Chennai regions in recent times. The south is now an important market for Hindi content,” he added.

The channel has brought on board Askme.com and Fogg as brand partners. “Talks are on with other partners as well, and we are sure to have more brands tying up with us,” revealed a source at Zeel.

The marketing campaign created by FCB Ulka comprises two brand films directed by ‘Kai Po Che’ director Abhishek Kapoor. The objective behind the campaign is to showcase the similarities in different cultures and emotions despite the differences in language, attire and lifestyle of people across the borders.

FCB Ulka NCD KS Chakravarthy said, “The insight behind the whole campaign is as simple as it is powerful – we may come from different countries, different cultures, but our emotions, our joys, our triumphs are all surprisingly similar. And it is this simple human truth that the two launch television commercials capture in a simple, believable manner. The device of literally cutting mid-sentence from one protagonist to the other brings this alive in a vivid manner – and leads beautifully into the summing up thought for the channel, Jodey Dilon Ko.”

Director Abhishek Kapoor added, “My family traces its roots to pre-partition to Pakistan.  I grew up to stories of shared lives and times, subsequently lost to borders. Deep within, there was a heart-felt hope that this cultural legacy would one day find its way back, reunited. My association with Zindagi is a manifestation of this.”

Chawla said, “Zindagi’s brand proposition ‘Jodey Dilon Ko’ has been the key thought around every medium of communication. The storytelling possesses an ability to convey beauty and emotion in a way that no other medium can. The films also use language that is heartwarming with a story that is rich in human elements such that it inspires empathy, makes us think differently, appreciate something more, and understand something more thoroughly. Abhishek Kapoor and FCB Ulka have done a brilliant job of creating profound and touching films that clearly translate our vision on screen. It’s heartening to know that the freshness of this campaign has become the talking point everywhere. The TVCs exhibit our distinct promise of Zindagi being a category creator in the GEC space.”

Detailing the concept behind these films, Akash explained, “The narrative approach adopted in the storytelling begins with a ‘universal truth’ or situation that transcends culture or language. Also, the use of emotion conveyed in every situation portrayed in the brand films plays an important role as it captures the real emotion that we can trust. Viewers want to connect with their innate human nature. We believe that with Zindagi, we have something universally relatable, emotional and powerful to showcase and that is reflected in the films.”

The TV campaign is ably supported by its promotion in print, OOH and digital mediums.