In the wake of the refreshed brand proposition Aaj Likhenge Kal announced by Zee TV on 15th October 2017, Zee TV fortifies its leadership position with a substantial edge over competition in the Diwali week. Zee TV has been a consistent leader amongst paid GECs in HSM for more than a quarter now. As per the recently released BARC HSM weekly data (Urban + Rural) for Week 42 ’17, with a viewership of 704641 TVT’s in HSM (Urban + Rural) and 404098 TVTs in HSM (Urban) under its belt and a strong content mix, Zee TV has appealed to viewers’ sensibilities across the country. The strong jump in the channel’s ratings have been driven by its annual awards property Zee Rishtey Awards where Zee TV’s new brand philosophy was unveiled and a first-of-its-kind brand feature film spanning its entire primetime of four and a half hours integrating all of Zee TV’s fiction offerings titled ‘Aaj Likhenge Kal’.
Commenting on the ratings, Deepak Rajadhyaksha, Deputy Business Head, Zee TV said, “We are thrilled with the feedback that we have received from the viewers and the entertainment fraternity at large for Aaj Likhenge Kal. This refreshed brand purpose has struck an instant chord with the great Indian middle class. The steady rise in the ratings of all our fiction and non-fiction offerings including our biggest celebration of Zee TV’s 25 years – Zee Rishtey Awards and the innovative four-and-half hour extravaganza ‘Aaj Likhenge Kal’ are a testimony of the audience’s belief in our content and core ethos. As we take the first steps in inspiring our viewers to take charge of their destinies, we would like to thank all our partners and stakeholders for their continued support.”
The response to Zee TV’s multiple brand assets that brought alive its new philosophy has been overwhelming. The brand anthem composed by Vishal Bharadwaj and sung by Shreya Ghoshal has garnered a whopping 6.2 Million views. Zee TV’s brand film conceptualized by Publicis and directed by Chrome Pictures saw an astounding 12.2 Million views with 12000+ shares. The chatter on Twitter around Aaj Likhenge Kal stands at 34,911 mentions and 223.9 Million impressions.
As Zee TV aligns its content line-up to the Aaj Likhenge Kal brand purpose, the channel continues to strengthen its relationship with the viewers urging them to curate their own extraordinary future.