Zee Cafe's first chat show

The new show, 'Look Who's Talking with Niranjan', will be launched on August 3 and will air every Sunday at 9 pm. With the creation of their maiden talk show, Zee Café aims to reiterate its 3i's - 'innovation', amplified 'interactivity' and a renewed 'identity' to their existing bouquet.

Medimix Ayurvedic Facewash and Cera are the 'presenting' and 'powered by' sponsors, respectively. The other brands the channel has partnered with include Micromax, OLX, Hersheys, Axis Bank and Omega. In an interesting brand integration and consumer engagement effort, celebrities will part with one item each post the show that will be sold online on OLX. The proceeds of this will go towards charity.

Anurag Bedi, EVP and business head, Zee Cafe says, "'Look Who's Talking with Niranjan' gives our current programming bouquet, that much-needed edge which takes Zee Cafe not just into viewers homes but helps create a personal connect through people who they admire the most." The channel is going all out to promote its new property. There are promos running on the channel as well as a Zee Cafe music video. The marketing efforts include outdoor and radio promotions.

"In order to take the "interactivity" and "engagement" element a notch higher, the audiences will get a chance to ask Iyengar questions about their favourite celebrities," says Sharlton Menezes, marketing head, Zee Café. "A huge chunk of our marketing efforts is on digital. We are also launching a microsite for the show and use it as a platform to engage with consumers. They will get a 'sneak peek' of the show through the site. We are also associating with Miss Malini who will be interacting with the audiences of the show, online."

The channel has planned 13 episodes as of now. Karan Johar, Vidya Balan, Kajol, Parineeti Chopra, Arjun Kapoor, Siddhartha Malhotra and Alia Bhatt have already shot with the host.