iWorld
ZEE5’s new TV campaign gives power of choice, convenience to women
MUMBAI: As ZEE5 enters its 3rd year of entertaining audiences across India, the country's largest ConTech OTT platform, promises to further democratise vicontent-viewing via its new campaign “Main MeraDekh Lungi”. The latest television campaign for its ‘Advertising Video On Demand’ (AVOD) revolves around championing the cause of ‘Choice fueled by Convenience’ by providing access to the library of content across all its 12 languages. The new TVC focuses on promoting convenient viewing. The woman who essays the role, the Indian wife or for that matter the daughter-in-Law in the TVC, echoes the voices of women across India who rightfully have the choice of entertainment for themselves and most importantly at their convenience.
ZEE5, a part of ZEEL and India's largest ConTech OTT platform, promises to further democratise content viewing via this new campaign Main MeraDekh Lungi. The creative route of the campaign showcases how a modern progressive woman who knows her entertainment choices and how can she get it.
A ZEE5 India spokesperson said, “Our aim with this new campaign was to showcase that today, the Indian woman has the right to elect her favourite entertainment TV show (Choice) and ease of viewing (Convenience). The name "Main meradekh lungi" for the campaign was creatively coined from the widely-used term across households, which magically works as a word play for our category. Referring to ‘dekhna’, which relates to the fact that 'viewing is made personal by ZEE5'. The TVC showcases how the app gives the woman, who is evolved and knows what content she wishes to watch, the freedom to watch her favourite shows, movies, etc, anytime, anywhere on ZEE5.”
With this campaign ZEE5 looks to reduce the fight for the remote in single TV households. Additionally, how the Indian women sacrifices everything including her entertainment for the family, would not have to compromise it going further.
At ZEE5 we believe that we are here entertain all equally with by giving freedom to our viewers to watch content at their convenience. This is the true essence of wholesome entertainment with no bias towards time, any particular language or genre. With 125,000 hours of content / entertainment across 12 languages, 800+ Top rated TV Shows, 4100+ Movies, 90+ Path breaking Originals, Super-hit Music videos, 100+ LIVE channels, 30+ News channels, 3000+ hours of Kids content, Lip smacking Food videos, and more, ZEE5’s depth of offerings across content types, genres and languages is hard to beat and appeals to the viewer looking for a complete entertainment package destination.
This campaign will primarily be driven through television. However, other mediums of promotions will also be a part of the overall integrated approach. Since a lot of entertainment gets consumed when people are travelling and it’s about utilising that time to watch your shows when you are free, again showcasing convenience, we want to use transit mediums. So use the following static branding and audio announcements in Mumbai and Delhi Metro and local trains by using contextual imagery and headlines. Radio, In Mall branding in Tier II towns, Social Media and Digital – branding and content marketing on sites will also be a part of this campaign.
Hindi:
https://www.facebook.com/ZEE5Shows/videos/208483846885134/
https://www.facebook.com/ZEE5Shows/videos/2653201481579357/
Marathi:
https://www.facebook.com/zee5marathi/videos/277256719924700/
https://www.facebook.com/zee5marathi/videos/889890838122876/
Tamil:
https://www.facebook.com/ZEE5Tamil/videos/2265126033782106/
Kannada:
https://www.facebook.com/ZEE5Kannada/videos/598053137415955/
https://www.facebook.com/ZEE5Kannada/videos/506881770202476/
iWorld
Meta plans 8,000 layoffs in new AI-led restructuring wave
First phase from May 20 may cut 10 per cent workforce amid AI pivot.
MUMBAI: At Meta, the future may be artificial but the cuts are very real. The social media giant is reportedly preparing a fresh round of layoffs, with an initial wave expected to impact around 8,000 employees as it doubles down on its artificial intelligence ambitions. According to a Reuters report, the first phase of job cuts is slated to begin on May 20, targeting roughly 10 per cent of Meta’s global workforce. With nearly 79,000 employees on its rolls as of December 31, the move marks one of the company’s most significant workforce reductions in recent years.
And this may only be the beginning. Sources indicate that additional layoffs are being planned for the second half of the year, although the scale and timing remain fluid, likely to be shaped by how Meta’s AI capabilities evolve in the coming months. Earlier reports had suggested that total cuts in 2026 could reach 20 per cent or more of its workforce.
The restructuring comes as chief executive Mark Zuckerberg continues to steer the company towards an AI-first operating model, committing hundreds of billions of dollars to the transition. Internally, this shift is already visible: teams within Reality Labs have been reorganised, engineers have been moved into a newly formed Applied AI unit, and a Meta Small Business division has been created to align with broader structural changes.
The trend is hardly isolated. Across the tech sector, companies are trimming headcount while investing aggressively in automation. Amazon, for instance, has reportedly cut around 30,000 corporate roles nearly 10 per cent of its white-collar workforce citing efficiency gains driven by AI. Data from Layoffs.fyi shows over 73,000 tech employees have already lost jobs this year, compared with 153,000 in all of 2024.
For Meta, the move echoes its earlier “year of efficiency” in 2022–23, when about 21,000 roles were eliminated amid slowing growth and market pressures. This time, however, the backdrop is different. The company is financially stronger, generating over $200 billion in revenue and $60 billion in profit last year, with shares up 3.68 per cent year-to-date though still below last summer’s peak.
That contrast underlines the shift underway. These layoffs are less about survival and more about reinvention. As Meta restructures itself around AI from autonomous coding agents to advanced machine learning systems, the question is no longer whether the company will change, but how many roles will be left unchanged when it does.
