ZEE5 Global, SKVP & Quality Foods partnership buzzes UK market!

ZEE5 Global, the world’s largest South Asian streaming platform, is collaborating with Mango Marketing & Events Ltd (Mango) in the UK for an innovative marketing campaign to associate with popular restaurant chain Shree Krishna Vada Pav (SKVP) and UK’s leading Asian supermarket, Quality Foods. Masterfully offering a fusion of entertainment and gastronomy, the collaboration has been designed to reach out to South Asians, as the common target audience across the three brands, holding a strong affinity for entertainment and cuisine from their homeland.

 The new collaboration builds on the success of ZEE5 Global’s previous retail collaborations with retail chains such as LuLu Malls in the Middle East and with Patel Stores in the US, which helped ZEE5 Global rapidly increase its brand visibility in key South Asian catchment areas. The new joint marketing partnership in the UK fosters mutual benefits by leveraging the shared customer base of SKVP and Quality Foods to amplify brand visibility, foster customer loyalty, and create cross-promotional opportunities for all three brands.

 Archana Anand, Chief Business Officer, ZEE5 Global said, “Innovative cultural marketing holds the innate ability to transcend beyond mere transactions to forge meaningful relationships with consumers. Our partnership with SKVP and Quality Foods takes this a step further as it taps into the intersection of food and entertainment for the South Asian diasporas. This collaboration not only capitalizes on shared cultural connects but also integrates elements of lifestyle and identity, enriching the consumer experience and driving engagement within the community.”

 In the UK, South Asian minority groups account for almost 4.9% of the population and include diasporas from India, Pakistan, Bangladesh, Sri Lanka, Nepal, Bhutan, Maldives, and some from the Middle East. This makes it a very strong diaspora that positively reciprocates to cultural marketing that brings them closer to their roots, traditions, and flavours from home. Such initiatives resonate deeply, evoking emotions and memories tied to their heritage, thereby creating a loyal consumer base receptive to products, services, and content tailored to their cultural identity and preferences.

To celebrate the combined love for food and entertainment, ZEE5 Global launched the ZEE5 Global Original Vada Pav in association with SKVP offering an innovative spin to the beloved snack. The product’s eye-catching packaging was promoted as a special addition to the menu across all stores of SKVP which increasingly became a crowd pleaser and a bestseller. Alongside this, joint promotions were carried out at Quality Foods stores where ZEE5 Global took over with branding across employee tees, leaflet distributions and more. The activations were also featured on Quality Foods’ social media channels to mobilize conversations and build connections.