MAM
Zee TV innovates with single ad break for ‘Saath Phere’
MUMBAI: How important is the opening day for a television soap? Needless to say that the initial pull decides the fortunes of a film in the box office, but is it the same in the case of a serial? Zee TV, at least, seems to have put its faith on the-first-day-first-show syndrome.
When the channel launches its brand new serial Saath Phere on 17 October, the first episode of the soap will have a single commercial. Or, to put it in the real ad sales terms, the daily soap will have 29 minutes of content and only one minute of commercial break.
This is the first time that Zee TV is attempting something on these lines to stem the migration of viewers during the commercial breaks. Zee Cinema has already tested the formula successfully with its ‘Rok Sako Toh Rok Lo’ series. When queried if Zee TV would plant the single break innovation in all its shows, Zee TV business head Puneet Goenka said it depended on the success of the Saath Phere experiment. “This is an experiment and the aim is to strengthen viewership. If the innovation meets its purpose, we would definitely explore it further,” Goenka says.
Zee TV marketing head Tarun Mehra explains the strategy, “We are launching a big ticket show and the purpose of this innovation is to strengthen the viewership. At the same time, we ensure that the Zee TV viewer doesn’t go elsewhere. We want to generate maximum viewership interest with the first episode.”
Mehra adds that Saath Phere spots have been sold at Zee TV’s premium rates. The reason: the serial replaces Zee’s successful soap Kareena Kareena in the 9:30 pm slot.
Also read:
Zee TV uncovers the invisible veil with ‘Saath Phere’
Zee TV unleashes pre-launch campaign for new 9:30 pm soap
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
