With theatres being closed for more than 6 months, for now, the audience started to miss going to the theatres to enjoy the latest releases. The brand noticed that with so much consumption of social media in English or Hinglish language, there is relatively less consumption of social media content created in the Devanagari script.
Brand Introduction
Zee Studios is one of India’s leading movie production houses. Ever since its inception, the platform has consistently attempted to set new trends for the industry to follow. Stories like Mom, Parmanu, and Qarib Qarib Singlle have received critical acclaim, while movies like Rustom, Secret Superstar, and Dhadak seem to have secured a special place in the hearts of people across demographics.
Summary
In a bid to celebrate the national language, the channel decided to engage its audience in a language that is spoken by 425 million people in the country. To achieve the objective, the channel relaunched the posters of their top films in Hindi, along with UGC around some of the most memorable Hindi dialogues of those films, with a twist.
Problem Statement/ Objective:
The campaign by Zee Studios was aimed to appreciate the beauty of the language and how deeply it is rooted in the entertainment industry.
Brief
The brand had decided to create a campaign that highlights the significance of the Hindi language in the rich history & culture of cinema. Since popular Hindi dialogues and songs occupy maximum share in our pop culture, Zee Studios identified the best of the lot to celebrate Hindi Diwas.
Creative Idea
One of the driving forces behind the campaign was to refurbish the influence of Hindi in the entertainment industry. Keeping that in mind, the tone of the conversation and the primary communication was kept in Hindi to reach the audience that likes to engage and communicate in the language.
The display pictures, cover photos, username, and even bio and description of the account were changed to Hindi for a day, to give a hint to the audience as to what to expect on 14th September 2020.
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Challenges
- One of the prominent challenges that came across was the duration of the campaign, which was to be for only 24 hours, that is, just for a day. Therefore, Zee Studios had very less time to introduce the concept to its audience and create an experience for them.
- Another challenge was that since Hindi Diwas isn’t one of the marquee dates to create a campaign, it was like uncharted territory as there were few to none references to get inspired from.
Execution
A day prior to Hindi Diwas, a teaser was launched emphasizing the numbers on the clock turn to Devanagari as soon as the clock hits 12 AM. The CTA was to tune in to the brand’s social pages at the designated time to witness what was in store for the audience, followed by a revamp in the page from English to Hindi.
Furthermore, the brand took it up to create a 9 grid post on their Instagram feed showcasing the timeline of their films. These posts when seen on the feed formed the name of the topical.
A series of Instagram stories were launched using the ‘Ask me’ feature where the audience was asked to translate the famous dialogues of Zee Studios films from English to Hindi.
Results
The campaign was a success, reached over 200K people across platforms, and managed to have an impact that was the need of the hour.
Quote
Talking about the initiative, Neeraj Joshi, Marketing Head – Zee Studios, said, “The idea was to make Hindi ‘cool’ through a pop culture which, in turn, is strongly influenced by cinema in this country. Bollywood and its audiences largely think and speak Hindi but we believed adding a layer of Devanagari text to our visual communications would be a great way to celebrate the language.”
Manish Kumar, CEO & Founder, Digi Osmosis, added, “Digital platforms like Google, Facebook, Voice Search, etc are seeing the biggest growth coming from Regional and local Languages and are predicting regional languages as the future. The young group of users is hungry for information, entertainment, and engagement in their mother tongue. So when Zee Studios’ team spoke to us about this brief we were all geared up to unleash our creative bug to build a cool yet important campaign to celebrate the rich heritage of our national language and bring in Devnagri, creative communication, and pop culture execution which the young social audience relate to.”
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