iWorld
Zee paints Olympic Way yellow for Diljit’s Wembley night
Parul Goel turns the walk from the tube to the arch into a Zee corridor as 90,000 fans file into a sold-out stadium.
LONDON: Zee TV Europe head Parul Goel has been doing cartwheels. The reason is simple. For Diljit Dosanjh’s sold-out night at Wembley Stadium, Zee took over Olympic Way.
That is the long slope from Wembley Park station to the arch. On concert night it is a river of people. Goel put Zee in the middle of that river.
“When Diljit Dosanjh’s Wembley Stadium concert was announced months ago, we saw more than an event. We saw an opportunity to become part of a defining cultural moment for South Asian entertainment on the global stage. Some moments are marketed. Others are engineered,” Goel said.
Engineered, in this case, meant banners, titles and sightlines. Olympic Way became a Zee stretch. ZEE5, Sa Re Ga Ma Pa, Detective Sherdil, Brown, Bandar, Sarvgunn Sampann and the rest of the slate sat on the walk in. More than 90,000 fans passed through it on the way to Diljit.
“Every creative was carefully considered. Every title had a role to play. Every banner position was thoughtfully mapped and optimised,” Goel said. “Every sightline was seen and observed before and every touchpoint was intentionally designed. The objective was never simply to advertise. It was to create a journey.”
The point, he added, was not the hoardings alone. It was the phones. “The true success of the campaign was not measured by the advertising we installed, but by the thousands of photos, reels and videos in which Zee appeared organically as part of Wembley’s story.”
Former Indiacast Europe head Govind Shahi was in that crowd. “I was quite impressed as I walked out of the tube station. It was a fantastic takeover and looked stunning. Very good initiative and great creatives. Keep pushing the envelope as this was a first. Well done.”
For one night, the walk to Wembley looked like Zee’s front lawn. Diljit did the rest under the arch.
