iWorld
Weekend Unwind with: Zee Studios head marketing Neeraj Joshi
Its that time of the week again, when we take a peek into the mind of a corporate head through a fun lens with IndianTelevision.com’s ‘Weekend Unwind’ series- An attempt to get to know the person behind the title a little better, via their nuggets on life & mantras to deal with the curve balls that life throws.
This time we have Zee Studios head marketing Neeraj Joshi sharing with us his musings on the daily rigmarole that life & work has to offer. Having been in the field of media and entertainment for over 15 years, spanning the gamut of movies- from Hollywood to Bollywood and Regional- with motion picture marketing, Joshi still finds it all, in his own words, “fascinating”. Currently, heading the marketing function at Zee Studios (with three additional horizontal leadership profiles since 2018), he has worked with a clutch of the ‘buzziest brands’ in the industry earlier such as Viacom18, Fox Star Studios, Balaji Motion Pictures, Rajshri Films, PVR Pictures & RGV’s Factory.
A self-confessed adventure lover & true blue professional, he considers creativity, people, negotiations, conflict resolution, evangelising and brand communication, among others as his key strengths.
So without much ado here goes…
-Your mantra for Life
It won’t work if it’s not fun.
-A book you are currently reading/plan to read
Currently reading Franz Kafka’s short stories, also re-reading ‘Man Eater of Kumaon’ by Jim Corbett & Shoe Dog by Phil Knight.
-Your Fitness mantra, especially during the pandemic
10K steps and diet!
-Your comfort food
Curd Rice
-When the chips are down a quote/ philosophy that keeps you going
I hope to be as wise today, as I think I might be, tomorrow.
-Your guilty pleasure
Watching 90’s Govinda comedies.
-When was the last time you tried something new?
Am a weekly experimenter – I will do something ridiculous once a week. Mostly never ends pleasantly.
-A life lesson you learnt the hard way
Money matters.
-What gets you excited about life?
So much of it isn’t known yet, so much to discover.
-What’s on top of your bucket list?
Scaling Everest
– If you could give one piece of advice to your younger self, what would it be?
Do not waste time
-An activity that keeps you motivated / charged during tough times
Music, long train journeys, solo trips, conversations with self – (I know it sounds silly but it really helps)
-What lifts your spirits when life gets you down?
Friends, cricket, cinema, music & books.
-Your go-to stress buster
Playing a cricket match helps me regain my focus and if that’s not possible its music.
– One thing you would most like to change about the world
Make caring for the environment a compulsory part of education and occupation. Also add a ton of ‘sense of humour’ in the society – we’ve forgotten how to laugh at ourselves.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
