Digital platform ZEE5 has launched a new campaign ‘Full-on Entertainment’ to highlight the company’s identity as the go-to destination for “high-impact, high-octane entertainment”.
As part of this campaign, ZEE5 will roll out a slew of initiatives across multiple priority markets, with the Middle East being amongst the first.
South Asian audiences in the Middle East will be treated to a set of on-ground experiences curated by ZEE5.
The initiatives include a four-week movie experience every Thursday at different locations.
The first screening was held at Al Naboodah Ruwayyah in Dubai on 4th July and will be followed by another at DIP 2, Dubai on 12th July.
Over the next few weeks, more screenings will be organised at several other locations including Jabel Ali and Saja Sharjah.
ZEE5 will screen the Bollywood film Simmba, starring Ranveer Singh and Sara Ali Khan, giving audiences a taste of classic Indian entertainment. ZEE5 has also partnered with some major local brands like Choithrams and is seeking to further increase this footprint through these and other partnerships.
Commenting on the initiatives, Archana Anand, Chief Business Officer, ZEE5 Global said: “Given the vast diaspora of South Asians in the Middle East as well as its appetite for desi content, this is the first of the three markets where ZEE5 kicks-off a range of consumer engagement activities. Our new campaign ‘Full-on Entertainment’ invites people into a world of entertainment that takes them on a journey of emotions and keeps them on the edge of their seats. For this, we are rolling out a multitude of interactive initiatives, where we have the chance to engage with our audiences across the Middle East and build deep conversations with them.”