ZEE Drives Innovation in Content Marketing, Joins Forces with Curativity

In keeping with its mantra of consumer-centricity, ZEE has embraced an innovative marketing approach that has begun to yield rich dividends in terms of viewer engagement and consumer love. This unique strategy that ZEE calls ‘Winning Moments’ aims to retain and acquire new audiences by embedding culturally relevant sentiments into the network's content, fostering a sense of community and fuelling meaningful conversations across both TV and digital platforms. Taking this approach a step further, ZEE recently collaborated with its creative partner Curativity to actively create and deploy curated content moments into the daily soaps across the network's general entertainment channels that resonate deeply with viewers, enhancing relatability, engagement and topical relevance.

ZEE’s robust social media community enjoys a staggering 191 million followers and subscribers, fuelling 18.4 Mn organic interactions and 3.5 Bn organic monthly video views, amplifying the reach of these conversations led by the network’s key protagonists who hold significant influence and credibility in the minds of the audience.

Here’s a look at some of the winning moments ZEE crafted across its shows in partnership with Curativity. Zee Tamil’s Sandhya Ragam reimagined the traditional Seervarisai custom, where instead of the ubiquitous display of jewellery, gold, and other valuables that are offered by the bride’s side of the family to the groom’s family, the protagonist’s family chose to showcase her medals, certificates, and trophies. This powerful gesture emphasized valuing daughters for their true potential and accomplishments, rather than material possessions. Watch the moment at https://www.facebook.com/share/v/njWvVfjSPJGb9BQi/ The impact of this moment was profound, with its reach on Facebook being 15 times the average performance. Similarly, the evocative #MaaKaVote campaign ( https://www.facebook.com/share/v/ekWyt1ZkWNttzamR/), launched on Mother’s Day and timed with the election season in India, encouraged moms to vote for themselves and learn to prioritize their own aspirations amidst their ceaseless duties, promoting the idea of self-care. The campaign resonated deeply, achieving 12 million in organic reach and 0.5 million engagements for the #MaaKaVote film. Zee Marathi landed an important message on the occasion of the Vat Savitri festival where married women tie a thread around a tree trunk as a marker of new beginnings. As a part of an interesting conversation #JuneyBandhNaveBandh ( https://www.facebook.com/share/v/irqJhqKNdDEp3VzP/ ), the protagonist of Punha Kartavya Aahe was encouraged to untie the old threads of her previous marriage as a metaphor to letting go of the past  before embarking on the journey of her second. Meanwhile, the #PalakChuka ( https://www.facebook.com/watch/?v=1017308792969758  ) initiative by the same show acknowledged that even parents are navigating their roles as father or mother for the very first time and are bound to make mistakes. The campaign promotes the idea that, just as children are forgiven for their mistakes, parents too should recognize their imperfections without self-reproach, fostering a healthier, more forgiving approach to parenting.

Kartik Mahadev, CMO – Content SBU, ZEE, said, “At ZEE, we believe in the power of everyday innovation in storytelling that compounds to positively impact society, nurture relationships and inspire change. Today, our characters are more than just fictional personas. They reflect the evolving aspirations of our viewers, taking on vocations such as bankers, bakers, entrepreneurs, and teachers, embracing life 2.0 with vigour and resilience. They are the original influencers, deeply engaging with audiences across multiple regions and languages, connecting with millions on TV and social media daily. Our collaboration with Curativity has enabled us to craft moments in our content that align perfectly with this vision, helping us not only engage but also connect deeply with our viewers on themes that are relatable. By fostering a sense of community among viewers deeply invested in our content and characters, we open up meaningful conversations and enable deeper connections with the audiences.”

Amer Jaleel, Co-founder – Curativity said, “Curating creative and cultural solutions for Zee TV has been one of the most enriching journeys for Curativity. Our platform has independent regional talent that can think in the ethnic nuances needed for original language content. This vertical is being developed by Curativity for both content brands as well as consumer brands and happens to be one of the pillars of our platform. With the team at Zee, the curated independents of Curativity Rupesh, Ketan, Niranjana and their teams are actively feeding in-content ideas that the Zee creative teams are incorporating into the show and building on social media. It’s an extremely interesting exercise for us and we’re thankful that the platform is being leveraged for innovative forays as this!”

About ZEE Entertainment Enterprises Ltd. (ZEEL):

Zee Entertainment Enterprises Ltd. is a leading content company offering entertainment content to diverse audiences. With a presence in over 190 countries and a reach of more than 1.3 billion people around the globe, ZEEL is among the largest global Media & Entertainment Companies across genres, languages, and integrated content platforms.

About Curativity

Curativity is a platform to reorganise the marketing community by introducing a new ecosystem where brand needs are met by the curated independent talent of all capabilities and levels that collaborate without borders to provide brand solutions. Here managed projects as well as DIY jobs will be handled by a workflow management system that is designed and nuanced to produce not just quality content but sparkling, fresh ahead-of-the-curve creatives. Curativity will not just connect brands to talent but go above and beyond to provide the latest tools, training, case studies and advisory. Making Curativity the most seamless place for modern day marketing. It is founded by Amer Jaleel, former Group CCO and Chairman of MullenLowe Lintas Group, and Virat Tandon, former Group CEO, MullenLowe Lintas.