afaqs!

ZeeQ brings scientists and astronauts at Mumbai Airport

By Devesh Gupta , afaqs!, New Delhi | In Advertising | July 10, 2013
The channel, in association with Radio Mirchi, has initiated a month-long on ground activity at Mumbai airport to engage with parents.

If you opt for domestic travel from Mumbai airport in July, you are likely to come across an astronaut while you wait in the lobby area after the security check. An on ground initiative, put together by ZeeQ in association with Radio Mirchi, aims to connect with children and parents. The idea behind the innovation is to interact with parents and create a brand presence in their minds.

On-ground initiative by ZeeQ

Anuj Katiyar

The channel has set up a kiosk at the airport where visiting parents are informed about the channel while their children can engage in contests and activities revolving around various characters based on the shows that run on ZeeQ. The channel has also installed a screen to showcase some of its shows.

Speaking about the campaign, Anuj Katiyar, head, marketing and research, ZeeQ, says, "Parents are always concerned about the learning of their children and if their child can learn while he/she is entertained, we can solve their worries. So, we wanted to tell people that children can actually learn from the content on our channel and gain from it."

He adds that the airport was chosen for the initiative as it provides a captive audience for nearly an hour before take-off. On an average, more than 15,000 people travel from the terminal where the activation is being carried out. The target audience for the channel is SEC A, B and C.

The ongoing campaign began on June 27 and will run till July 27.

ZeeQ is a subscription-based edutainment channel that went paid from May, 2013. Though the channel did not disclose any details on revenues and subscription numbers, it is learnt that it is getting highest subscriptions from the North region, followed by West, East and South.

Katiyar reveals that the biggest challenge for the channel is to create awareness as people are not yet open to the idea of edutainment.

ZeeQ targets kids in the age group of 4-14 years. It is an initiative of Zee Learn supported by ZEEL. Some of its popular shows are Braincafe, Cbeebies Hour, Franklin and Friends, Sid the Science Kid and others. The channel is available on Videocon and Dish TV. Earlier, it has launched several on ground initiatives to connect with children across the country.

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