Mumbai: Zee Entertainment Enterprises Ltd (Zeel) has announced the launch of the second edition of its #TVIsFamily campaign to mark the occasion of World Television Day. The campaign kickstarted on 19 November.
This year the campaign has a quirky twist with the introduction of peers of the television set – radio, mobile phone, laptop, cinema, etc. highlighting the conversation between these gadgets on television’s special day.
Taking last year’s thought forward, the campaign aims to personify television and focus on the ubiquitous role it plays in every family, be an undeniable presence through the highs and lows, the laughter, and much more. The campaign further acknowledges the growing influence of other gadgets in users’ life for consuming content, before asserting that despite this, 765 million people across the country still spend an incomparable 903 billion mins watching TV every week, said the statement.
“TV has been the most trusted and preferred medium reaching 200 million households for decades now,” said Zeel chief marketing officer content business Kartik Mahadev. “Last year, the ad film received a phenomenal response from viewers who related to the bond they share with television. With more and more mediums of entertainment and information emerging in the past few years, we wanted to bring to the fore how television will always have an undeniable chord with the viewers for generations to come.”
Zeel is building one of the biggest digital walls on its social media properties, sharing pictures of families recognizing television as an integral part of their lives. Along with participation from the viewers, the digital wall also includes the star cast from some of Zee’s most iconic shows. From Zee TV’s "Kumkum Bhagya" and Zee Bangla’s "Hruta" to Zee Keralam’s "Neeyum Njanum," and Zee Telugu’s "Rowdy Gari Pellam," the characters of multiple primetime shows have sparked social media banter around celebrating the small screen’s presence by posing for a family portrait with television.
