afaqs! news bureau

Essence wins integrated media agency of record duties for ZEE5 India

The mandate includes the SVOD business, as well as offline media and SEO duties.

Essence, a media agency and part of GroupM announced that it has won integrated media agency of record duties for OTT platform ZEE5 India. The key media mandate includes the subscription video on demand (SVOD) business, covering both the digital brand and performance mandates, as well as offline media and search engine optimisation duties for ZEE5 India.

Led out of Essence’s Mumbai office, the ZEE5 business will be supported by the agency’s practice leads across business planning, strategy, analytics, experience, integrated media planning, media activation and advertising operations.

Essence wins integrated media agency of record duties for ZEE5 India
Manish Aggarwal
Essence wins integrated media agency of record duties for ZEE5 India
Anand Chakravarthy

ZEE5 offers 12 navigational and featured languages across original features, live TV, catch-up TV, lifestyle shows, children’s programmes, exclusive short series and plays. It offers an array of content, with 80+ live TV channels and 125,000+ hours of viewing across languages.

“In our endeavour to become the No. 1 OTT player in the market, we are partnering with the best across the industry to tap into their rich and varied experience and scale,” says Manish Aggarwal, business head, ZEE5 India. “The decision to partner with Essence was because they demonstrated their data and analytics-driven approach to planning, backed by proprietary tools.”

“ZEE5 is showing the way on how to build engaged audiences with its library of original content in multiple Indian languages,” says Anand Chakravarthy, managing director, India at Essence. “For Essence, this is a perfect opportunity to bring in our tools and technology, and deploy our bespoke integrated planning approach that is supported by strong measurement capabilities. We look forward to creating value for ZEE5 and supporting its growth momentum,” Chakravarthy adds.

ZEE5 will be the latest addition to Essence’s portfolio of clients in India, which include Airtel, Britannia, Flipkart, Google, Honda motorcycles and scooters, and UpGrad.

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