Zee Chitramandir
Project Background - Launching a Marathi masala movie channel for 4 MN FD viewers
Challenge - In a region and category where pride and cultural relatability is a given, how do we differentiate?
Insight - A large base of our audience were humble families in rural Maharashtra who struggled to make ends meet and yet had a positive outlook to life. In all this struggle, what they seek are little moments of happiness within their means and reach (celebrating festivals, going on treks etc.)
Strategic Solution - A channel that re-energizes and invigorates them
‘Asal Marathi Entertainment jo kare mood ko refresh or mind ko recharge’
Creative Solve
A layered film strip was used as a metaphor for experiencing the unending entertainment of films.
The exuberant color palette of Paithani green and Bhagwa Orange combined with unique patterns from Narayan Peth sarees created a culturally ownable design world for Zee Chitramandir.
Slot Packaging
Distinctive energy of each slot was combined with a unique cultural marker. The category marker of a clapboard was used as a holding device to build synergy across all slots.
Key Role - Brand strategy, design research and ideation, production supervision, slot packaging and amplification ideas
Credits - Zee Network Team, Marathi FTA team
Design Partners - Zee Operations Team
Awards and Accolades - Became the No. 1 channel in 100+ FD channels in its debut week