Zee partners with Curativity to drive innovation in content marketing across its GECs

New Delhi: Zee has embraced a marketing approach called ‘Winning Moments’ that aims to retain and acquire new audiences by embedding culturally relevant sentiments into the network's content. 

Taking this approach a step further, Zee recently collaborated with its creative partner Curativity to actively create and deploy curated content moments into the daily soaps across the network's general entertainment channels. 

Some of the winning moments Zee crafted across its shows in partnership with Curativity include:

1. Zee Tamil’s Sandhya Ragam reimagined the traditional Seervarisai custom, where instead of the ubiquitous display of jewellery, gold, and other valuables that are offered by the bride’s side of the family to the groom’s family, the protagonist’s family chose to showcase her medals, certificates, and trophies. This gesture aimed to emphasise valuing daughters for their true potential and accomplishments, rather than material possessions. 

2. The #MaaKaVote campaign launched on Mother’s Day and timed with the election season in India, encouraged moms to vote for themselves and learn to prioritise their own aspirations amidst their ceaseless duties, aimed at promoting the idea of self-care. 

3. Zee Marathi landed a message on the occasion of the Vat Savitri festival where married women tie a thread around a tree trunk as a marker of new beginnings. As a part of a conversation #JuneyBandhNaveBandh, the protagonist of Punha Kartavya Aahe was encouraged to untie the old threads of her previous marriage as a metaphor to letting go of the past  before embarking on the journey of her second. 

4. The #PalakChuka initiative by the same show acknowledged that even parents are navigating their roles as father or mother for the very first time and are bound to make mistakes. The campaign aims to promote the idea that, just as children are forgiven for their mistakes, parents too should recognize their imperfections without self-reproach, fostering a healthier, more forgiving approach to parenting.

Kartik Mahadev, CMO - Content SBU, Zee, said, “At Zee, we believe in the power of everyday innovation in storytelling that compounds to positively impact society, nurture relationships and inspire change. Today, our characters are more than just fictional personas. They reflect the evolving aspirations of our viewers, taking on vocations such as bankers, bakers, entrepreneurs, and teachers, embracing life 2.0 with vigour and resilience. They are the original influencers, deeply engaging with audiences across multiple regions and languages, connecting with millions on TV and social media daily. Our collaboration with Curativity has enabled us to craft moments in our content that align perfectly with this vision, helping us not only engage but also connect deeply with our viewers on themes that are relatable. By fostering a sense of community among viewers deeply invested in our content and characters, we open up meaningful conversations and enable deeper connections with the audiences.”

Amer Jaleel, Co-founder – Curativity, said, “Curating creative and cultural solutions for Zee TV has been one of the most enriching journeys for Curativity. Our platform has independent regional talent that can think in the ethnic nuances needed for original language content. This vertical is being developed by Curativity for both content brands as well as consumer brands and happens to be one of the pillars of our platform. With the team at Zee, the curated independents of Curativity Rupesh, Ketan, Niranjana and their teams are actively feeding in-content ideas that the Zee creative teams are incorporating into the show and building on social media. It’s an extremely interesting exercise for us and we’re thankful that the platform is being leveraged for innovative forays as this!”