“Your ‘cablewala’ may not know you”: ZEE’s English cluster warns TV viewers as TRAI’s New Tariff Order deadline gets closer.
Renowned filmmaker and producer, Anurag Kashyap, walks into the elevator of his building with a few bags in his hands. The liftman after noticing Kashyap, immediately removes his earphones and offers to help Kashyap, who replies, "Don't try and butter me up... wants to become Nawaz(udiin Siddiqui).."
Meanwhile, the “cablewala” (Local Cable Operator) rushes into the elevator and shouts at the liftman as he almost missed the lift. Kashyap intervenes and counter-questions the man about the premieres he is missing every evening as he did not subscribe to &Flix, a movie channel from Zee’s English Cluster. The cablewala looks at Kashyap in astonishment and asks, “Aap English picture bhi dekkte hai? Hum ko kaise pata hoga? Hum ne toh Hindi aur Bhojpuri laga diye the,” (You watch English Movies too? How would I know? I subscribed to Hindi and Bhojpuri for you).
This 60-second film from Zee’s English Movies Channel is targeted at the national audience living in top metros and tier I towns. The idea behind it was to communicate to the masses that though the cablewala has been servicing you since quite some time, irrespective of how popular you are, the operator might not know your tastes.
As per the guidelines of the Telecom Regulatory Authority of India, by March 31, 2019, all television households must migrate to the New Tariff Order (NTO) where consumers need to subscribe to channels or bundles of their choice. “The Urban English consumer is discerning in his/her content choices. However, selecting their channel packs is new behaviour that they are currently not used to. Through this communication, our objective was to nudge them towards becoming more active in informing the cable operator of their channel pack choice,” Prathyusha Agarwal, CMO, ZEEL
Apart from the film featuring Anurag Kashyap which promotes ZEEL’s English Movies channel, &Flix, the network also released a film featuring Anandan Sivamani, the famous percussionist. In that film, the cablewala thought Sivamani would prefer fashion and hence, he signed him up for all fashion and lifestyle channels. That film promotes Zee Cafe.
“We wanted to bring alive our insight that the ‘Cable Operator May Not Really Know You’ and hence, you need to inform him of your pack choice. To achieve this, we decided to cast celebrities who are known to be experts in their field with strong recognition amongst their fan base. We arrived at filmmaker Anurag Kashyap and percussion maestro Sivamani as lead protagonists for this campaign,” adds Agarwal.
Advertising agency Tiqui Taka created both the films working in close coordination with Zee.