Brand | ZEE ENTERTAINMENT MIDDLE EAST |
Product/Service | TV NETWORK |
Entrant | STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES |
Category | Use of Screens |
Media Agency
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
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Entrant Company
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
|
Media Agency 2
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
Bollywood classics are a must-watch for every Indian movie fan.So when Zee Cinema was losing popularity among young Indians in UAE, they had to do something to get them back. But this was wasn’t easy
For today’s generation, Bollywood belongs in the past. And worse – they can hardly relate to the language, and the cheesy subtitles don’t really help!
Results and Effectiveness
BollyMojis connected with 300,000 Indian youth in UAE in just 4 week and has since become a regular part of the channel's content. Zee Cinema attracted 17% more young viewers in the following 2 months. (IPSOS 2015)
Creative Execution
We created BollyMojis where iconic Bollywood scenes were Emojified creating a unique fusion of the past and present. Scenes from classics such as 'Sholay', 'Deewaar' were given an Emoji twist giving them new meaning and relevance. And in the process we gave birth to a new 'fun' art form.
Four trailers were created and placed within ad breaks. We also promoted them on social media to reach the youth.
The youth started creating their own Bollymojis and sharing it making it a new trend!
Insights, Strategy and the Idea
Young indians in UAE are not Bollywood fans like their first generation parents. They find old Bollywood classics cheesy and corny something which belongs in the past. Moreover, they can hardly understand the language - Hindi. So how do you attract them? Simple! We speak to them in a language they understand. Emojis - the universal social language of today's youth.
Credits
Arnab Mukherjee |
Zee Entertainment ME |
Deputy VP/Content Head |
Tanvi Bansal |
Zee Entertainment ME |
Manager Programming/Mktg |
Mohit Lodha |
Starcom MediaVest Group |
Regional Director - Human Experience |
Nikita Masillamani |
Starcom Mediavest Group |
Senior Media Executive |