Staring October 17 and spread over almost a month, Zee Khana Khazana Food Fungama will help Indian home-makers and food enthusiasts with all their food-related queries. An extension of Zee Khana Khazana's popular property on the website, Kya Hai Aapka Food Sawaal, Zee Khana Khazana plans to increase its engagement level with its target audience through this unique and interesting below the line activity.
The canter will have local chefs who will answer all cooking queries posed by homemakers and others in the crowd. The channel content will run on a giant LED screen throughout the activity on the specially modified van, thus enabling the audience to sample the content. Apart from the queries, the channel will also hold contests and winners will be gratified with prizes.
The objective of the campaign is to both increase the channel's subscription numbers and also consolidate its existing operations. That is apparently the reason behind choosing the six cities where Mumbai and Delhi will be used to increase the subscription numbers and the rest of the cities will be used to establish the channel identity. For the record, Zee Khana Khazana is a subscription-led channel.
Amit Nair, business head, Zee Khana Khazana, states, "Interaction with our viewers is very important for us at Zee Khana Khazana. We believe an on-ground activity like this is the best way for us to talk to our audience and get their valuable feedback. With Zee Khana Khazana Food Fungama initiative, we want to reach out to audiences in cities across and help them solve their everyday food related questions. We are hopeful that this fun activity will solve all food related sawaal that a homemaker comes across in her daily life."
Nair further adds that the channel is a relatively new player and interacting with the homemakers will provide them a base to increase its subscriptions. Besides promoting the activity on its website and TV channel, Zee Khana Khazana has also partnered with DNA as the print partner. Besides, there are partnerships in place with various women's organisations in the six cities to ensure a good turnout. Zee Khana Khazana's Facebook page and Twitter handles will share regular updates and will help audiences on the route location and where to spot the van.
In February 2013, the Zee network decided to revamp the channel with new programming and a new identity. The channel got a fresh programming line-up and along with that, also devised a separate content strategy for its website (http://www.zeekhanakhazana.com/). The website was also redesigned during that period and till now has been garnering around one lakh visitors per month.
After the launch of the revamped programming strategy, the channel had also launched its first television ad based on the thought 'Kal kya banaoon?' that would help women across the country resolve their everyday battle in the kitchen with panache and aims to reinforce the channel's positioning.