Zindagi says 'Shukriya'

In today’s fast paced world, Shukriya (thank you) has become a scarce word as we often choose to forget people who stand by us in various phases of life. It can be our parents, friends, siblings and sometimes even a stranger who comes to our rescue. The show emphasises that at times it is necessary to turn back and simply say ‘Shukriya’ which has the power to evoke million emotions.

The channel with its core theme of binding relations comes with its new show Shukriya. It is a non-fiction show being hosted by Gunjan Utreja which will be aired every Sunday from 9th August 2015 at 8:00 PM. Talking about the launch Sunil Buch, Chief Business Officer, Zee Entertainment Enterprises Ltd (ZEEL) says, “Last year on June 23, ZEE launched Zindagi, a Hindi GEC, to showcase select content handpicked from across the borders.Catering to a completely progressive mind-set, Zindagi is a premium channel for the educated urban viewers especially women. It has infused fresh storytelling to the Indian television industry. Our first original production ‘Shukriya’ is designed to urge people to pause life, reflect, acknowledge and appreciate good things that life has given us like people who care about us or the country we live in. It is all about finding time to stop and thank people who make a difference in our lives.”

The show is a roller coaster ride of emotions, relations and of how a simple word Shukriya can build beautiful relations. Talking on the rationale behind the show Priyanka Datta - Business Head, Zindagi & FTA Cluster explains, “Zindagi as a channel has been getting discretional content on the platter. We wanted to steer clear of usual singing dancing, eventually if we build into this content and come up with a show which is emotional and connects with the audience. We believe Shukriya is a beautiful show and audience would love it.”

On the channel’s association with Frames for bringing this show she says “We have come up with a very good product. The association has been fruitful as can be seen from the way the show has shaped up.”

Channel has decided not to go for run of the mill marketing strategy keeping in mind the unique proposition of the show. Priyanka says, “Every communication of the show not only highlights real relationships but also embodies the spirit of Shukriya. Real hero is the concept of Shukriya and that is what stands out in all our campaigns whether in print, on air, radio, outdoor or digital. Aim is to create an element of surprise that will engage and inspire others to do the same. We also take this as an opportunity to say ‘Shukriya’ to our loyal viewers. ”

Shukriya’s creative communication has been given a new age approach which drives interactivity. The identity given to the campaign was centered on ‘#Shukriya’. Three heart-warming short films have been created to bring alive the importance of saying Shukriya in various relationship and they have been seeded across Youtube, Facebook and other Zindagi digital platforms. The first two videos released have grabbed more than 3.6 Lac views and still counting.

Zindagi had also associated with Snapdeal for a dedicated Shukriya store on their website and app. This initiative was in celebration of ‘Friendship Day’ where people could buy special Shukriya gifts for friends who stand by them through ups and downs in life.

The channel has also associated with BIG FM to create a unique ‘Shukriya’ experience for their listeners where RJs are heard saying Shukriya to local unsung heroes in 24 of their stations across India. Some real life Shukriya stories shared by BIG FM will be narrated by Gunjan & RJ Siddharth on a segment called ‘Keh do Shukriya’ on Zindagi.

Since this show is made of real people, over 50 housing colonies in Delhi are being tapped to celebrate ‘Shukriya Day’ with its residents. Multiplex viewers have been targeted across more than 400 screens for three weeks with blockbusters like Bajrangi Bhaijaan, Drisham & Mission Impossible 5.

One definitely realises that the show is different from song and dance shows that one sees on nearly all GECs. More on the show, once it is on-air.