ZeeQ on Wheels to traverse 20 cities

By Devesh Gupta , afaqs!, New Delhi | In Advertising | February 06, 2013
The edutainment channel from the Zee network has initiated a below the line activity to interact with children and parents. The activation covers 20 cities across the country.

To communicate how learning can be fun, ZeeQ, an edutainment channel from Zee stable,, has initiated a below the line activation titled ZeeQ on Wheels. The activation, which began on February 1, will reach out to children and parents across 20 cities.

Executed by Pentagon Events and Activations, it involves four canter vans that simultaneously move in four zones starting from Delhi in the North, Mumbai in the West, Kolkata in the East and Chennai in the South.

The BTL campaign for ZeeQ

The vans stay for four days in each city and reach out to children and parents near their schools and markets, and engage them in a variety of games. All the games are inspired by the programming content shown on ZeeQ.
Other than games and quizzes, the canter vans also screen ZeeQ programmes like Amar Chitra Katha Heroes, Sid the Science Kid, Teenovation, Word Match, Science with Braincafe, Cyberchase and others.

The vans will cover Mumbai, Pune, Surat, Baroda, Ahmedabad, Indore, Nagpur and Bhopal in the West; Delhi, Jaipur, Agra, Kanpur, Allahabad, Lucknow, Chandigarh and Amritsar in the North; Chennai, Bengaluru and Hyderabad in the South; and Kolkata in the East.

Along with the OOH activation, the brand has been running a contest, called ZeeQ 100/100, on its website, and on-air promotions on ZeeQ. Children can register on the website and participate by answering questions.

Anuj Katiyar, head, marketing and research, ZeeQ, says, "We aim to provide experiential learning to children and through this campaign, wanted to communicate what we stand for. We are trying to reach out to connect with the children and the parents."

He adds that children in the metros are more informed because of the environment around them but parents in the Tier I and Tier II cities put in more effort to ensure that their children come at par with children from the metro cities.

ZeeQ, a kid's genre channel, was launched by Zee Entertainment Enterprises Ltd (ZEEL) in 2012. The channel aims to cater to the needs of children in the age group of 4-14 years. The 24-hour channel is currently free to air and will turn subscription-based from March.

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