Zee TV collaborated with Flipkart and media agency Essence in an attempt to make TV viewing truly interactive during Flipkart’s annual sale – Big Billion Days.
Viewers could scan a QR code on-screen during the airing of Zee TV’s top-rated primetime dramas Tujhse Hai Raabta and Kundali Bhagya to shop for the look of Kalyani’s smart kitchen and get the same gifts as Srishti had picked for her family. These featured products were all made available at discounted prices on an exclusive co-branded webpage on Flipkart.
This initiative by Zee TV and Essence with Flipkart has set new benchmarks for the industry with audiences getting a chance to don their favorite protagonist’s look or take pride in having a smart kitchen like their favorite star, they also saw value for money without any compromise on the entertainment quotient of the episode.
Speaking on the initiative, Ashish Sehgal, Chief Growth Officer- ZEE said, “In the business of entertainment, one of our key objectives remains to make our brands increasingly tangible and accessible to our consumers. To achieve this objective, it has been our constant endeavor to re-invent our offerings at regular intervals with creativity, technological transformation coupled with collaboration as key pillars.
One such unique proposition is clubbing the power of reach of television to point of purchase! Our collaboration with Essence and Flipkart had our flagship channel Zee TV turning Interactive in the course of Flipkart’s Big Billion Days Sale wherein across a couple of shows, not only did we connect with viewers on an emotional level through content but satisfied their impulse purchase desires by connecting them to a Flipkart-Zee platform, thereby bringing point of purchase to consumer right in their living room.”
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Vikas Gupta- Vice President and Head of Marketing, Flipkart said, “Big Billion Days is India’s biggest and most loved shopping festival and this offered an innovative way to showcase the plethora of shopping options on Flipkart. We showcased top products across Mobiles , Fashion, Electronics, Large, Home & Kitchen while the audience watched their favourite shows on Zee TV. This was a great example of merging online with offline and communication with commerce.”
“Television content has always had a wide-reaching impact on people. It not only shapes perceptions and beliefs, but also consumer fashion trends today. The clothes and accessories worn by TV protagonists can be aspirational for viewers, who want to own similar products. This insight led us to the QR code activation on Zee TV, using simple yet effective technology that allows viewers to immediately gain access to desired products on Flipkart during the Big Billion Days festival. This is a great collaboration between the TV channel, Flipkart and Essence to deliver a first-of-its-kind ecommerce experience to consumers in India,” said Anand Chakravarthy, Managing Director, India, Essence.