Mumbai – With TRAI (Telecom Regulatory Authority of India) initiating the implementation of the MRP regime, consumers now have a choice to select the packs and channels that best meet their content needs. ZEEL‘s new ad campaign #WhereIsMyChannel, encourages viewers to choose their preferred channels and inform their cable operators. The campaign was conceptualized and created by tiqui-taka.
While consumers are evolved in their content choices, they often tend to postpone communicating with their cable operators. The campaign prompts for this necessary action, at a time when TRAI’s deadline for the implementation of MRP regime is just around the corner. The two entertaining ad films feature Bollywood Filmmaker Anurag Kashyap and Percussion Maestro Sivamani as viewers of &flix and Zee Cafe respectively.
The first TVC shows Anurag Kashyap in his residential society where he inadvertently bumps into his cable operator. Anurag is seen rather disheartened as he has been missing some of the biggest Hollywood hits on his favourite movie channel – &flix. Puzzled, the cable operator is caught completely unaware of Anurag’s content tastes, since he sees Anurag as a Hindi filmmaker. The film breaks into the broadcaster driving home the message – ‘Your Cable Operator May Not Really Know You..’ so inform him of your pack choice.
The second film with Sivamani revolves around a similar encounter with his cable operator as he is unable to view the latest episodes of American Idol on Zee Café. The cable operator is unaware of Sivamani’s interest in music, which leads to them airing only fashion channels.
Prathyusha Agarwal, Chief Marketing Officer, ZEEL, said, “The discerning urban English consumer is highly involved in their content choices. However, selecting their channel packs is new behavior that they are currently not used to. Through this communication our objective was to nudge them towards becoming more active in informing the cable operator of their channel pack choice.”
Sharing his views on how the idea came about, Jigar Fernandes, founder, tiqui-taka, (Jigar also directed the one with Anurag Kashyap) said, “We just changed the lens of the brief and saw the cable guy’s plight instead. How will he ever know what channels you like? We stayed with this for a while before Rohan DSouza finally cracked it by bringing in the celeb angle – if a cable guy can misjudge a celeb, it can happen to anyone. That was it. We took a shuddh desi hindi script for a premium English channel. And Zee was cool enough to embrace it! The one with Mr. Sivamani followed later, especially targeting the south market.”
Agency: tiqui-taka
Creative team – Jigar Fernandes, Rohan DSouza, Ankul Singh
Production house: Third Floor films
Director of the film featuring Anurag Kashyap: Jigar Fernandes
Director of the film featuring Sivamani: Jeremy John
