ZEE Appoints LOWELINTAS & Publicis India as creative partners

Publicis India and Lowe Lintas have been appointed the creative partners for Zee Entertainment Enterprises Ltd, the ZEEL Corporate Brand as well as some new business verticals in the pipeline.

With an ambition to build a strong brand & marketing integrated ecosystem, Zee Entertainment Enterprises Ltd (ZEEL) has consolidated the creative duties for a bouquet of brands in the broadcast business.

Lowe Lintas will be responsible for planning and executing 360-degree creative mandate for the ‘ZEE’ CorporateBrand, the bouquet of Cinema Channels- Including Zee Cinema, Zee Classic & Zee Action, the ‘&’Brand i.e. &TV and &Pictures, and ZEE’s South Cluster regional channels.

Publicis India is coming on board to plan & manage creative services for the flagship brand ZEE TV, ZEE Anmol, Premium Channels- ZEE Café & ZEE Studio, Youth & Music Channels- Zing & ZETC and the regional channels in Marathi, Bengali & Oriya – Zee Marathi, Zee Yuva, Zee Talkies, Zee Bangla, Zee Bangla Cinema and Sarthak .

Announcing the move Punit Goenka, MD & CEO, ZEEL stated, “As we embark on this journey, we would like to thank FCB Ulka for the long and fruitful association in building some of the most loved channels that have become a part of our viewers’ lives. To build our equity further on this solid foundation, we welcome Lowe Lintas & Publicis on-board as partners who will help establish the organization’s presence across all the entertainment verticals. By consolidating the entire business with two strong agency partners, the organization is committed to building significantly higher capability in brand building, consumer centricity and strategic marketing thinking. Both agencies bring with them a strong consumer centric DNA and a deep knowledge of brands and business, which is core to our philosophy of driving future growth for the organization. We look forward to Publicis & Lowe partnering with us to grow & develop our strong and evolving portfolio of brands.”

Speaking on the development, Punit Misra, CEO, Domestic Broadcast, ZEEL said, “We are excited to have Lowe Lintas & Publicis on-board as our creative partners. The appointment follows an extensive pitch process which was evaluated by the key leadership team involving an in-depth assessment of creative, planning & servicing capabilities of the agencies, to cater to a large & diverse bouquet of channels & business needs. The move is to ensure that the channels build stronger consumer preference and loyalty for each of the individual brands and businesses. Together, we aspire to create the best in class Brand & Marketing ecosystem for every channel & the overall organization.”

Wishing ZEEL for the journey ahead, Nitin Karkare, CEO FCB Ulka said “ We are proud of our partnership with the Zee Group. It’s been a wonderful relationship and we have together had many successes across channels and programs. We wish them the best and many more successes in the years to come”.

Highlighting his agency’s mandate on the new business win, Raj Gupta, CEO, Lowe Lintas said: “We’re absolutely thrilled to partner ZEEL, who pioneered a series of revolutionary television watching experiences and much more for India in the last 25 years. At a time where content networks are competing to get attention with serials/shows, multi-crore blockbuster movies, digital content and millions of shares on digital - we’re excited about the possibilities of imagining and reimagining purpose-led strategic and creative ideas for all the ZEEL offerings, that will inspire Indians to dream more, do more and become more.”

Elaborating further on the partnership, Srija Chatterjee, Managing Director, Publicis Worldwide India said“ZEE is an iconic brand that has been in the minds and hearts of millions of Indians over almost 25 years. We are delighted that we were able to demonstrate our strong strategic approach through the use of proprietary tools that enable brands to grow at the speed of culture and creative capabilities across the different consumer segments that the brand appeals to, that enabled the ZEEL team to choose us for this very exciting challenge. We are truly excited and looking forward to this partnership to create iconic work that takes the brand and its offerings forward in the minds of the consumers.”