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
MAM
India wins big at the 2025 Global Best of the Best Effie Awards
The Womb and McCann India take home Global Grand Effies, putting Indian advertising on the world map
MUMBAI: Indian advertising just had its moment. At the 2025 Global Best of the Best Effie Awards, the most rigorous test of marketing effectiveness on the planet, two Indian agencies beat out campaigns from over 130 markets to claim Global Grand Effies, the sport’s equivalent of a world championship medal.
The Womb won for Piramal Finance with a campaign called “NEEYAT: India’s Real Credit Score,” a purpose-led push that took direct aim at systemic bias in the credit sector and reframed how creditworthiness is measured. McCann India won for ESAF Small Finance Bank with “Saving Her Savings,” a campaign centred on financial inclusion for marginalised women. Both wins came from a shortlist of 47 contenders, all of whom had already won gold or grand prizes in their home markets. Only 11 Global Grand Effies were handed out across seven markets. India got two.
The highest honour of the night, the Iridium Effie, awarded to the single most effective marketing campaign in the world, went to eos Products and Mischief @ No Fixed Address for “Women’s Shave.” Remarkably, it was their second consecutive year taking the top prize.
Other global winners included Oreo and Mondelez International for “Oreo Codes” in commerce and shopper marketing, Flamin’ Hot and PepsiCo for “Poker Face” in experiential marketing, and ALDI Australia for “Shop ALDI First” in retail.
The Best of the Best is no ordinary awards show. Entry is restricted to campaigns that have already won a gold or grand Effie at a national level, making it, in effect, a champions’ league of marketing effectiveness. Indian agencies are no longer just brilliant at cracking local markets. They are now setting the global standard.
The world’s best advertisers had better start paying attention.
