Why Anurag Kashyap & Sivamani are asking #WhereIsMyChannel?

While the broadcasters are busy building their bouquets and communicating the prices to the viewers, in line with the new tariff order of TRAI, Zee English Cluster has taken a rather differentiated route. The new insightful ad campaign – #WhereIsMyChannel – encourages the viewers to choose their preferred channels and inform their cable operators. 

While the consumers are involved in their content choices, they often tend to postpone communicating with their cable operators. The campaign prompts TV viewers to take this necessary action. The two entertaining ad films that form part of this campaign feature filmmaker Anurag Kashyap and percussion maestro Sivamani as viewers of Zee Café and &flix. 

The campaign was conceptualised and executed by the Zee English cluster, along with their creative partner for this campaign - tiqui-taka. 

With a powerful bouquet – Zee Prime English Pack – comprising &flix, Zee Café, Living Foodz and Wion, priced at Rs 15 per month, viewers are truly spoilt for choice when it comes to compelling TV shows and the biggest Hollywood hits, alongside international news, food and lifestyle content. 

Prathyusha Agarwal, CMO, ZEEL, commented, “The discerning urban English consumer is highly involved in their 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.” 

For those who appreciate content that is compelling, &PrivéHD brings riveting, award-winning films. Bringing this world of nuanced cinema, Zee Prime English HD Pack, comprising &Privé HD, Zee Café HD, &flix HD, LF HD, is priced at Rs 25, making premium content more accessible. 

Sharing his views on conceptualising the campaign, Jigar Fernandes, Founder, tiqui-taka, said, “We changed the lens and saw it from the cable operator’s point-of-view, and something fun came out of it.” 

With #WhereIsMyChannel campaign, Zee English Cluster attempts to throw light on the need to inform the cable operators for one’s content choices. The first TVC shows Anurag Kashyap in his residential society, where he inadvertently bumps into his cable operator. Anurag is seen rather disheartened as he has been missing some of the biggest Hollywood hits on his favourite movie channel – &flix. Puzzled, the cable operator is caught completely unaware of Anurag’s content tastes, since he sees Anurag as a Hindi filmmaker. The film breaks into the broadcaster driving home the message – ‘Your Cable Operator May Not Really Know You’, so inform him of your pack choice. 

The film with Sivamani revolves around a similar encounter with his cable operator as he is unable to view the latest episodes of ‘American Idol’ on Zee Café. The cable operator is unaware of Sivamani’s interest in music, which leads to his assumptions that he is only fond of fashion and lifestyle channels.


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