How Twitter enabled Zee TV to refresh its brand identity with #AajLikhengeKal

In October last year as Zee TV embarked on a journey to mark its its 25th year, the brand leveraged Twitter to unveil its refreshed brand promise – Aaj Likhenge Kal, a philosophy brought alive with a new visual identity to signify the aspirations of the great Indian middle class. The objective behind the launch of this campaign by using Twitter was to create conversations and a strong brand association around the idea #AajLikhengeKal in an innovative manner.

Twitter today is a go-to platform for brands to communicate with consumers and thereby increase brand exposure. With over 1 billion registered users, its fast paced feed and real time conversations makes every brand effectively leverage its 280-character limit into online marketing gold. In order to drive maximum impact on its new ideology, Zee TV went for Twitter, where in they disclosed their brand film in conjunction with the launch on TV by using First View, a 24-hour takeover of the prime real estate property on Twitter. On Twitter, the brand idea was established through a promoted trend along with an evocative description.

Presenting our brand anthem composed by @VishalBhardwaj and sung by @shreyaghoshal that brings alive #AajLikhengeKal beautifully. pic.twitter.com/fd2sfucDg8

— Zee TV (@ZeeTV) October 15, 2017

In the build up to Zee TV’s Refresh Brand campaign that lasted for a week from October 16 to October 23, 2017, the brand leveraged a ‘Like or Retweet to remind’ campaign on Twitter. Through this, every user who re-tweeted the tweet from Zee TV on witnessing the unveil was returned a Tweet with the brand anthem sung by Shreya Ghosal. Also, in the second phase of engagement, the users received a second auto reply showcasing a powerful film from the brand called ‘India Rising’.

A retired government employee took a flight for the first time in his life. The reason will melt your heart. #AajLikhengeKal pic.twitter.com/Y8otzGykaX

— Zee TV (@ZeeTV) October 15, 2017

Prathyusha Agarwal, CMO, ZEEL, had said, “Zee TV has enriched the life of millions of viewers across the world by bringing alive content that mirrored the common man's life and dreams. In its 25th year, the channel embarked on crafting the vision for its journey ahead by unveiling its new brand promise – Aaj Likhenge Kal that aimed to ignite a spark amongst viewers to take charge of their destinies and curate an extraordinary future."

"We used Twitter as a platform to not only unveil our new brand promise and channel visual identity but also engage and converse with viewers through an innovative two-way engagement mechanism. The partnership not only entailed effective reach but our simplistic and minimalistic messaging approach made the brand promise a part of viewers’ lives.”

With this launch, Twitter and Zee TV set best practices for a Twitter enabled Refresh Brand campaign. The video tweet with the brand film was a complete win last year receiving 350,000 video views during the campaign flight period of four days back then. With Twitter known to drive relevant conversations on its platform, Zee TV focused on building conversations receiving almost 30,000 auto replies around the key word #AajLikhengeKal. This later became one of the most mentioned hashtags receiving 43K mentions during the campaign period last year. Leveraging Twitter’s unique custom solutions, Zee TV even rewarded users for their engagement with customised content which helped create additional positive vibe for the campaign. Along with this, it also allowed users to benefit from engaging with Zee TV’s tweet by providing them with relevant content from a media channel of their interest.