With ‘Atrangi Dekho, Atrangi Raho’ campaign, ZEE5 celebrates the varied personalities of their viewers and the role it plays while choosing content for consumption.
ZEE5 has launched its new campaign for its ZEE5 Premium offering – ‘Atrangi Dekho, Atrangi Raho’. The TVC celebrates eccentricity of audience choices pertaining to their life decisions and content that they consume. As part of the campaign, ZEE5 acknowledges the personas and their content choices that are unique to this new-age audience, encouraging them to be ‘Atrangi’.
The campaign attempts to narrate the reality that, in an increasingly connected environment, where great ideas flow each minute, today all of us have access to a creatively charged world. A world where individuality and quirks are celebrated. And this change in mindset is a result of the vast spectrum of the content we have. Gone are the days of the saying ‘you are what you eat’. Today, ‘you are what you watch’.
Rahul Maroli, Senior Vice President and Head SVOD, ZEE5 India, said, “Our new SVOD campaign ‘Atrangi Dekho. Atrangi Raho’, celebrates the very eccentric identity that an individual parades by challenging the status quo. We want to reimagine content by our unique storytelling approach that reflects the intrinsic fabric of our culture.”
Amit Akali, Managing Partner, and CCO, What’s Your Problem, explains, “When it comes to content, there’s a certain consumer who’s the pioneer and influencer, the one who always looks for different, cooler, Atrangi content, finds it and then is followed by the others. He/She is Atrangi and one of the ways this Atranginess is expressed is through Atrangi content. They are the ones who others admire and wonder how they are always ahead of the curve. That’s the consumer we wanted to celebrate.”
“While executing the film it was important to capture that inherent coolness or Atranginess in every possible way; the cast, the music, the writing, the attitude. That’s where Arun Gopalan and Storytellers did their magic, making every frame look beautiful, celebrating the Atranginess in it. Like every WYP campaign, there’s a full-fledged digital burst planned across platforms. The idea is also to tie up with people connected to the large Zee family, innovatively as influencers, to reach out to the Atrangi in all of us,” he adds.
- Client: ZEE5 India
- Creative Agency: What’s Your Problem Brand Solutions Pvt. Ltd.
- Production House: Storytellers.in
- Director: Arun Gopalan
- Music: Subhajit Mukherjee