ZEE heralds ZEE5’s arrival around the globe
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Rebecca Hawkes
| 15 November 2018

Zee Entertainment has embarked on a global campaign to promote its digital platform ZEE5 in the Asia-Pacific, Africa and MENA, with an imminent launch in Europe, Canada and the Caribbean.

The over-the-top (OTT) platform, which launched in India in February, had 41.3 million monthly active users as of September 2018; a growth of 190% in six months. It began rolling out its global service last month.

Celebrating the essence of ‘Desi’ pride for the South Asian diaspora in connecting with their roots, the campaign has been jointly created by ZEE5 and Publicis Capital.

“Being ‘Desi’ today has moved from being just cool to being an intrinsic part of one’s identity; and that’s what ZEE5 taps into. The emotion that whoever or whatever I am on the outside, on the inside I am ‘Dil Se Desi’ and I not only embrace, but celebrate who I am,” said Archana Anand, chief business officer, ZEE5 Global.

“When living in a different country, it’s the language, festivals, food, movies and music that keeps you connected to home and gives you a sense of pride and belonging, and hence ‘Dil Se Desi’. ZEE5 also celebrates this sense of belonging with its all-encompassing focus on languages across both its content and user experience, and is ‘Dil Se Desi’ in itself. With over 10,000 hours of content across 12 languages, ZEE5 is sure to quickly become the only choice for South Asians in any country to access Indian content online, and immediately connect to home.”

Bobby Pawar, chief creative officer and MD, Publicis Worldwide (India), added: “There is something that happens when people from South Asia move abroad. We become one vibrant community that is united by what we all have in common, and this community is known as ‘Desi’. The ‘Dil Se Desi’ idea celebrates what we love about being ‘desi’, the quirks, the attitude, the culture, the coolness, the togetherness and the content we can’t do without.”