Zing’s Pyaar Tune Kya Kiya marches towards season 2 launch
After a successful maiden innings Zing’s Pyaar Tune Kya Kiya marches towards season 2 launch this Friday
The youth oriented channel launched its first ever real love inspired series in May. Presenting emotionally charged narratives, the show instantly touched the right cord as it showcased a chapter from everyday life, artfully packaged through communications.
For season 2, Zing is inviting viewers to share their own love stories through a unique promo narrated by host Meiyang Chang. Reiterating their ideology of direct viewer engagement, youth icon Chang invites fans and viewers to share their love stories with the world, the best of which will be turned into an episode and showcased on the show itself! This initiative has been undertaken to make the 2nd innings a lot more special for the show’s discerning fans.
Season 1 drew curtains to a compelling fanbase with 44% increase in viewership in four months, thereby effortlessly steering ahead of competition. Not only this, participating in the show’s success was the cast of Ek Villian as Shraddha Kapoor – Sidharth Malhotra got on the Pyaar tune kya Kiya bandwagon too! On the other hand, popular household figures such as Sara Khan, Pratyusha Banerjee were others who contributed towards the show’s popularity meter.
“We continue our commitment to cater to the younger generation. Keeping this in mind, Zing developed an overall communications plan that targeted every platform with special focus and attention spent on connecting with the youth through their language. Riding high on insights that electronic media has a wider reach, we aggressively marketed our show on TV. Looking back, we are delighted to share that Pyaar tune kya kiya delivered well on both the key parameters – content and connect” Mr Anurag Bedi, EVP & Business Head- Zing quoted.
Pyaar tune Kya Kiya’s robust communication outreach engaged the youth across the nation and made way for the show’s second innings. It strategy implemented in the first leg involved ad inserts in key dailies, huge billboards in Mumbai and Delhi at prominent locations and main junction, 100 branded Café Coffee Day outlets in metros and mini metros likewise. The show was also promoted in 200+ theatres to reach out to masses. Leaving no stone unturned, to gain maximum mileage there was an extensive television campaign plan designed to attract the right audience.
”Pyaar tune Kya Kiya is based on real life stories that really connect with the youth. Thus to promote the show on every medium possible we introduced an all-round communication plan that talked the language of the youth, our primary TG. PTKK has received huge response online. It is very well received on Youtube. Apart from TV, PTKK has created loyal fan-base online as well. It was our belief that the younger generation will take a liking to the concept and reciprocate to the communication line adopted, which worked fabulously well for us”, Mr Sharlton Menezes, Head Marketing – Zing stated.
All channels from the Zee network joined the bandwagon alongwith other youth channels, which ran extensive promotions on air in the week leading to the show launch. Additionally, a novel, innovative concept of promoting the youth show was oriented by Zee TV stars that shot promos for the series. To create a focused outreach these promos were also aired on DID Lil Masters.
Zing is a youth channel first launched in 1997. Predominantly a music channel called Music Asia; it was relaunched as Zee Muzic in 2000 and finally repacked as Zing in 2009. Since then it has catered to youth across India, showcasing film previews, music launches, celebrity gossip, music and much more. The channel has recently widened its reach to Australia, New Zealand, Bangladesh, Fiji, Hong Kong, Indonesia, Philippines, Sri Lanka, Japan, Maldives, Thailand & Middle East.
About Zee Entertainment Enterprises Limited (ZEEL):
Zee Entertainment Enterprises Limited (ZEEL) is one of India’s leading television media and entertainment companies. It is amongst the largest producers of aggregators of Hindi programming in the world, with an extensive library housing over 120,000 hours of television content. With rights to more than 3,500 movie titles from foremost studios and of iconic film stars, ZEE houses the world’s largest Hindi film library. Through its strong presence worldwide, ZEE entertains over 700 million viewers across 169 countries. ZEE has been selected Business Superbrands 2010-11, Industry Validated. Pioneer of television entertainment industry in India, ZEE’s well known brands include Zee TV, Zee Cinema, Zee Premier, Zee Action, Zee Classic, &pictures, Zee Anmol, Zee Smile, 9X, Ten Sports, Ten Cricket, Ten Action, Ten Golf, Zee Cafe, Zee Studio, Zee Trendz, Zee Jagran, Zee Salaam, Zing, ETC Music, Zee KhanaKhazana and Zee Q. The company also has a strong offering in the regional language domain with channels such as Zee Marathi, Zee Talkies, Zee Bangla, Zee Bangla Cinema, Zee Telugu, Zee Kannada, Zee Tamizh and ETC Punjabi. The company’s recently launched HD offerings include Zee TV HD, Zee Cinema HD, Zee Studio HD and Ten HD. ZEE and its affiliate companies have leading presence across the media value chain including television broadcasting, cable distribution, direct-to-home satellite services, digital media, multiplexes, amusement parks and print media amongst others.