Launching a Video on Demand App for a generation that cannot wait
Progress in India has seen the emergence of an entire generation of people who are living life in every sense of the word. In this scenario, appointment viewing for TV programs becomes a challenge because these people are too busy leading their lives to necessarily be in front of TV at the time their favorite program airs. The OZEE app was launched to meet the Video on Demand (VOD) needs of this audience.
We identified a natural constituent for OZEE—young, individualistic—that expects the world to revolve around their pace of life. For them, OZEE is the perfect platform as it brought the entire Zee library of video content onto one, elegantly designed app that delivered entertainment whenever, wherever.
The idea ‘Entertainment Now’ brought to life the entire strategy via a high decibel creative campaign. We took an immersive approach that brought together different mediums such as Television, Print, Outdoor, Digital & Social and Audience engagement ideas seamlessly.
“THE CREATIVE CAMPAIGN CONCEPTUALIZED BY POV FOR OZEE WAS INSTRUMENTAL IN ITS SUCCESSFUL LAUNCH. THE LAUNCH PHASE WITNESSED ALMOST 2 MILLION+ DOWNLOADS WHICH IS NO MEAN TASK GIVEN THE NUMBER AND INTENSITY OF COMPETITIVE VOD APPS AVAILABLE TO AUDIENCES TODAY.”