Challenging the status quo: Zee Hindustan lets the news speak for itself
Zee Media has rolled out a provocative campaign for ZEE HINDUSTAN. The channel was relaunched on 13th December and is the first news channel to go anchorless. Yesterday, Hindustan Times and Navbharat Times featured the print ad for the campaign. The campaign will go live on all major television, digital, print and OOH channels. The OOH campaign has been launched in Delhi and Mumbai and will include all state capitals (HSM) market. The high impact creatives will be positioned in more than 100 sites that have been tactically selected in locations where news publishers have a strong presence. Milestone Dentsu is the partner for the outdoor campaign. The television promo has already started airing and the digital campaign will go live today.
The core idea of the campaign brief was to base it around ZEE HINDUSTAN’s proposition of ‘anchorless news’. Paraphrasing the copy of the print campaign which reads ‘the news will speak for itself’ the campaign challenges major news channels whose news is coloured by the opinions and biases of their anchors. In another print copy released during their soft launch it reads ‘You are smart enough to understand the news yourself’ thus communicating that going forward each individual viewer will decide what the news means to them.
Conceptualised by LIQVD Asia the campaign will be on air for three weeks. ZEE HINDUSTAN is a 24x7 news channel whose is core audience is Hindi speaking. However, going forward the channel may introduce 4 regional languages as well. The big and impactful B2B campaign will cover all agency touchpoints.