ZEE5 launches global campaign 'Dil Se Desi'

ZEE5, the over-the-top (OTT) platform by Zee Entertainment Enterprises, has recently launched new TVC, 'Dil Se Desi'. The ad has been conceptualised by Publicis Capital, directed by Kartik Ramnathkar and produced by Prodigious.

An ode to Indians and South Asians around the world, ‘Dil Se Desi’ announces the arrival of ZEE5, the most comprehensive digital entertainment platform for language content, in APAC, Africa and MENA and very soon, in Europe, Canada and Caribbean.

Commenting on the launch, Amit Goenka, chief executive officer, ZEE International and Z5 Global said, "In the first leg of our international foray, we intend to capture the hearts of South Asians across the globe and I think our campaign, ‘Dil Se Desi’ does this beautifully."

Archana Anand, chief business officer, ZEE5 Global, says in a press release, “Interestingly, both this campaign ‘Dil Se Desi’ and the ZEE5 India launch campaign we rolled out in February 2018, ‘Apni Bhasha Mein Feel Hai’ have their genesis in the same insight; that Indians and indeed South Asians today, irrespective of where they live or how globally connected they are, are fundamentally rooted in their culture and feel a strong sense of pride and belonging. Being ‘Desi’ today has moved from being just cool to being an intrinsic part of one’s identity; and that’s what ZEE5 taps into. The emotion that whoever or whatever I am on the outside, on the inside I am ‘Dil Se Desi’ and I not only embrace, but celebrate who I am.”.

Anand adds, “When living in a different country, it’s the language, festivals, food, movies and music that keeps you connected to home and gives you a sense of pride and belonging, and hence ‘Dil Se Desi’. ZEE5 also celebrates this sense of belonging with its all-encompassing focus on languages across both its content and user experience, and is ‘Dil Se Desi’ in itself. With over 1,00,00 hours of content across 12 languages, ZEE5 is sure to quickly become the only choice for South Asians in any country to access Indian content online, and immediately connect to home.”

Bobby Pawar, chief creative officer and managing director, Publicis Worldwide (India), says in a press release, “There is something that happens when people from South Asia move abroad. We become one vibrant community that is united by what we all have in common, and this community is known as ‘Desi’. The ‘Dil Se Desi’ idea celebrates what we love about being ‘desi’, the quirks, the attitude, the culture, the coolness, the togetherness and the content we can’t do without.”

Zee Entertainment Enterprises Limited’s digital entertainment platform ZEE5 has gone live in over 190 countries, offering the largest width and depth of multi-genre content across English, Tamil, Hindi, Malayalam, Telugu, Kannada, Marathi, Bengali, Oriya, Bhojpuri, Gujarati and Punjabi. ZEE5 comes packed with 1,00,000 hours of On Demand content, including Indian Movies and TV Shows, Cine plays, Music, and Health and Lifestyle videos along with a slew of exclusive Originals, across 12 languages. It also has an extensive Live TV offering with 60+ popular Live TV channels.

Team Credits:

Client: ZEE5 Global

Team: Archana Anand, Krunal Desai, Tanisha Agrawal

Agency: Publicis Capital

Creative: Bobby Pawar, Ashirwad Mhatre, Tejal Sawant, Purbali Mukherjee,

Account Management: Srija Chatterjee, Suraj Pombra, Sabina Singh, Shruti Patkar, Anchal Shah

Planning: Saloni Patil

Director: Kartik Ramnathkar

Production House: Prodigious (Chahna Rupani, Bhavna Gupta, Shariq Velkar)