Mumbai: Zee TV, India’s leading general entertainment channel has won the award for excellence in Public Relations at PR Asia Awards 2018. The awards ceremony was held in Hong Kong yesterday wherein Zee TV’s Aaj Likhenge Kal campaign won bronze in the Corporate Branding category.
Zee TV re-articulated its brand philosophy as Aaj Likhenge Kal, a national campaign that nudged viewers to take charge of their destiny, draw from their inner strength, tide over self-imposed and societal shackles and work proactively towards an extraordinary tomorrow. Through inspiring characters and storylines, Zee TV ignited a spark amongst the great Indian middle class to curate the extraordinary future they envision for themselves. Zee TV reinstated its new brand purpose through a finely articulated integrated campaign by exploring varied mediums that delivered great results in terms of impact and reach.
On being conferred with the award, Ms. Prathyusha Aggarwal, Chief Marketing Officer, ZEEL said, “Zee TV’s fresh articulation of its core brand philosophy – Aaj Likhenge Kal found an instant connect with India. The extensive integrated campaign we rolled out to communicate this philosophy was strong, viewer understanding and insight-led. We are glad that not only did this deliver brand impact and reach but touched hearts with memorable creatives that will linger on in the public mind-space for years to come. We are humbled and happy that Aaj Likhenge Kal’s PR campaign has been the highest delivering campaign in the Hindi general entertainment channels space. Overall, this initiative which cut across functional boundaries has also helped us revive and strengthen Zee TV’s bond with the audience across the country through both content and communication. The positive growth on all brand perception parameters – Top of mind recall, spontaneous awareness, consideration and most preferred channel scores (Source: Kantar Milwardbrown Study – Sept. – Oct. 17) and channel’s resurrection and consistency in maintaining leadership position amongst Hindi entertainment channels post the brand refresh stands testimony to the campaign’s success.”
Zee TV Deputy Business Head Deepak Rajadhyaksha said, “We are elated at the PR Asia Awards 2018 win for Aaj Likhenge Kal’s PR camapign. Aaj Likhenge Kal did not stop short at being a mere re-articulation of a brand philosophy. Through all our initiatives, stories & communication, we provided our viewers a spark to overcome personal & societal barriers and write their own stories of a bright future with the larger objective of driving positive change in society, while entertaining them. With this philosophy as the underlay, we launched shows that questioned stereotypes and paved the way for new possibilities and an extraordinary tomorrow. While Aap Ke Aa Jaane Se questioned the shackle of age – why an older woman cannot be in love with a younger man, Kaleerein questioned why women in India are expected to change for the sake of marriage – an issue that sparked off some serious conversations with our path-breaking marketing innovation #ChangeHerNot. Our most recent fiction offering Ishq Subhan Allah put the spotlight on the much-discussed subject of Triple Talaaq. Each of these subjects are in fine sync with the progressiveness and dynamism of Aaj Likhenge Kal and have resonated beautifully with our audiences. With Zee TV having grown by leaps and bounds, we can confidently say that we have begun writing the extraordinary future that we have jointly envisioned for ourselves as a team.”
The PR Asia Awards are not only a prestigious awards platform pan-Asia but unique in their efforts to shine a spotlight on communicators and agencies and their work in the Asia-Pacific region as they define cutting-edge thinking and drive the public relations and communications industry forward.