Zing turns the spotlight on individuality of today's youth

Youth entertainment channel Zing recently rolled out a brand campaign and has roped in actress Shraddha Kapoor as their new brand ambassador. Keeping in mind the changing audience perceptions and viewing patterns, Zing has completely revamped itself to cater to today’s youth and what the youth  believes in – Individuality. Today, the three most important things in a youth’s life are Career, Relationships and Attitude, and keeping that in mind, the channel now flaunts its new identity – ‘That’s My Thing’. The new tag-line embodies the youth and their outlook. They are totally clear about what they want and how to achieve that.

Commenting on the campaign and the brand revamp, Vishnu Shankar, Business Head, Zing, said, “Today’s youth voice their opinions on all matters that concern them. They have a large appetite for risk and experimentation. Their emphasis now is on being individualistic and being comfortable with it. Zing is aware and conscious of this phenomenon; thus ‘That’s My Thing’ fits our brand identity. This campaign is fresh and youthful keeping in mind the ideologies of today’s generation.”

With the change in positioning, Zing is altering its programming patterns as well. The focus of the channel now is to project the youth as dynamic, innovative and adaptive. Zing’s flagship show, ‘Pyar Tune Kya Kiya’, has been a slot leader and will now be entering the next season with new anchors and a different approach. A new youth-based fiction show, ‘Aye Zindagi’, will be added to the bouquet. This new show will have a fresh approach towards the youth and their problems and how they deal with them. New non-fiction shows will also be added to the current offering.

Along with all this, the channel will continue to stick to its core concept of entertaining the audience with innovative content and music. With the brand campaign of the channel, Zing has also devised a 360-degree marketing campaign, which includes TV, Outdoor, Trade, DTH, Radio, Digital & Social Media activations.