afaqs! news bureau

Social Kinnect wins Zee TV account

The agency will handle the digital duties for the brand

Zee TV has awarded its digital mandate to Social Kinnect, a full-service digital media service agency following a multi-agency pitch. As part of the mandate win, the agency will take care of the brand’s social media management across platforms including major show-specific campaigns, influencer management and microsites.

Social Kinnect wins Zee TV account

The brief given to the agency involved the revival of Zee TV's most coveted show Sa Re Ga Ma Pa wherein agencies had to come up with innovative, impactful and different ideas to give a new perspective of the show. The entire channel’s digital mandate has been awarded to Social Kinnect on the basis of the Sa Re Ga Ma Pa campaign pitch.

Commenting on the win, Rohan Mehta, chief executive officer, Social Kinnect, says, “This is a big win for us as it’s one of the leading GEC’s on television and one of the country’s largest social media communities. Not only is it a great challenge, but also gives us the opportunity to explore different avenues in the digital space that we have not yet had the opportunity to do. We hope to execute innovative strategies across established and developing social media platforms in order to convey the new brand promise and vibrancy. Extensive use of videos, online to on-air integration, and live updates are a few tactics we plan to use.”

Zee TV has marked its presence in the digital domain across social media, smartphone apps and through innovations in the voting mechanism of its reality shows. It also claims to be at the helm of digital innovation in the Hindi GEC space. Zee TV, in an industry first, introduced Facebook voting for the first time in India in DID Super Moms. The channel introduced voting through Google for the first time on Indian television in Dance India Dance 5. The innovation on a global platform like Google not only encouraged wider participation, but also gave consumers an enhanced brand experience. Zee TV was the first channel to initiate concepts like ‘Missed Call’ voting and incentivised voting in reality shows by offering viewers a ‘Freecharge’ to their talktime.

Social Kinnect is a full-service digital media service agency founded in 2011 that offers services such as digital media marketing, UI/UX and application development, online media buying, and digital video content. The agency’s clientele includes Zee Studio, Abbott India, IDBI Federal, Times Pro, Durian, and Borosil.

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