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ZEE5 launches internationally with campaign addressing South Asian diaspora

ZEE5 has launched its global campaign Dil Se Desi, officially marking the digital platforms’ entry into the international market. The release stated that the traditional Mehndi has been replaced by a henna tattoo; Payals (anklets) are paired with stilettos, and rap replaces classical as the new embraces the old.

Dil Se Desi announces the arrival of digital platform ZEE5 in APAC, Africa and MENA and soon, in Europe, Canada and Caribbean.

Commenting on the launch, Amit Goenka, CEO, ZEE International and Z5 Global said: “In the first leg of our international foray, we intend to capture the hearts of South Asians across the globe and I think our campaign, Dil Se Desi does this beautifully.“

Archana Anand, Chief Business Officer, ZEE5 Global, added: “Interestingly, both this campaign Dil Se Desi and the ZEE5 India launch campaign we rolled out in February 2018, Apni Bhasha Mein Feel Hai have their genesis in the same insight; that Indians and indeed South Asians today, irrespective of where they live or how globally connected they are, are fundamentally rooted in their culture and feel a strong sense of pride and belonging. Being ‘Desi’ today has moved from being just cool to being an intrinsic part of one’s identity; and that’s what ZEE5 taps into. The emotion that whoever or whatever I am on the outside, on the inside I am Dil Se Desi and I not only embrace, but celebrate who I am.”

Jointly crafted by the teams at ZEE5 and Publicis Capital, Zee Entertainment Enterprises Limited’s digital entertainment platform ZEE5 has gone live in more than 190 countries, offering the largest width and depth of multi-genre content across English, Tamil, Hindi, Malayalam, Telugu, Kannada, Marathi, Bengali, Oriya, Bhojpuri, Gujarati and Punjabi. ZEE5 comes with 1,00,000 hours of on-demand content, including Indian Movies and TV Shows, cine plays, music, and health and lifestyle videos along with a slew of exclusive originals, across 12 languages. It also has live TV offering with 60+ live TV channels.