The main thrust of brand Zeegnition will be on the digital format and Adil Jal Darukhanawala will be its editor-in-chief. The group has also launched a new web portal, http://www.zeegnition.com/.
On the print side, it will roll out a weekly dedicated page to automotive news in its English daily, DNA. On the television front, it has done away with its show Wheelocity on Zee Business, and instead will bring Zeegnition starting tomorrow at 9.30 pm.
Darukhanawala says, "True, there are media platforms in this country that cater to audiences who are interested in automobiles. But, never before would these audiences have a cohesive 360-degree access across multiple platforms on anything and everything on wheels that constantly feeds their passion for automobiles. Zeegnition is not merely a reservoir of information on cars, bikes, motorsport, technology, vintage and classics and more, it is both a source and a reservoir that originates from a medium that the entire world lives on - the World Wide Web - with print and television feeding from it and also at times feeding into it."
The marketing campaign for the brand includes support on the print media with regular advertisements in DNA. The group had been running a teaser campaign on Zee Business to announce Zeegnition. It is also being promoted on Facebook (https://www.facebook.com/Zeegnition) along with the portals of Zee Media Group and India.com.
The group plans to launch the on ground promotion in the next phase of its marketing.