Zee Hindustan sought to stand out in a crowded and frenetic news channel environment by placing news at the forefront, prioritizing content over anchors.
We disrupted the prevailing norm in the Indian news sector by shifting the spotlight from anchors to the news itself. This departure from hero worship challenged the country's ingrained tendencies and made Zee Hindustan a national conversation topic, for all the positive reasons.
With a limited media budget, our campaign directly targeted leading anchor competitors, prompting responses. We strategically launched ZEE Hindustan as a newsworthy event, gaining viral reach beyond our budget. Our ads subtly featured prominent anchors like Ravish, Arnab, and Rajat, across various mediums, underlining the channel's independence and direct news delivery approach, resonating with the audience.
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