iWorld
ZEE5 records peak DAU base of 11.4 mn in December 2019
MUMBAI: ZEEL's (Zee Entertainment Enterprises Ltd) digital venture ZEE5 has recorded a peak DAU (Daily Active Users) base of 11.4 million in December 2019. Along with more users flocking towards the platform, the engagement has also gone up to 140 mintues watch time every month during the third quarter. The media conglomerate has revealed the statistics in its third-quarter result.
During the quarter, ZEE5 ramped up its quantity of content, updated user interface and widened the distribution. The platform launched 26 original shows and movies, of which 14 were in regional languages. Moreover, a refreshed ZEE5 Progressive Web App (PW A) was released in December to enable a seamless user experience on mobile web. The launch led to improvement in user engagement metrics across all parameters.
Content slate for the quarter:
After the success of the first season, the second season of Rangbaaz was premiered in December. The show was an instant success, garnering the highest video views and viewers on the day of launch for any show. Digital premieres of movies like Jabariya Jodi, Judgemental Hai Kya, Dream Girl, Saandh ki Aankh brought new users to the platform. In the regional space, Kaale Dhande in Marathi, God of Dharmapuri in Telugu and Karoline Kamakshi in Tamil were critically acclaimed and received positive reviews from users.
Partnerships forged in the quarter:
During the quarter, ZEE5's partnership with Tata Sky Binge and IRCTC went live, accelerating subscription growth. ZEE5 is the only OTT platform integrated with IRCTC. To leverage the rapidly growing penetration of smart TVs in India, ZEE5 has inked deals with leading smart TV brands for placement of hotkey on their remotes.
International expansion:
ZEE5's international expansion is seeing initial signs of success in the APAC and MENA regions which has close affinity to Indian content. A mix of high-decibel marketing campaigns along with partnerships with local telecom operators in key target markets like Bangladesh, Sri Lanka, UAE, among others is helping increase the platform's reach.
“We also continue to invest in original content for ZEE5, to create a rich content library that will make it a really compelling offering for consumers,” ZEEL MD and CEO Punit Goenka said.
e-commerce
Insight Cosmetics partners with Pinda for homegrown beauty push
New campaign ‘Kudiye… ghar ki yaad nahi aayi tujhe?’ celebrates toxin-free, skin-first Indian formulations over imported ideals.
MUMBAI: Insight Cosmetics has just turned the beauty narrative on its head and it’s doing it with a very familiar face. The fast-growing Indian beauty brand has teamed up with Udaybir Sandhu, better known as Pinda from the hit series Dhurandhar 2, for a campaign that proudly puts “Made in India” at the centre. Titled “Kudiye… ghar ki yaad nahi aayi tujhe?”, the film taps into that deeply relatable feeling of rediscovering something better right at home, challenging the long-held notion that international always equals superior.
Instead of chasing global trends, Insight is highlighting what it does best: skin-first, ingredient-conscious, toxin-free formulations designed specifically for Indian skin tones, textures and climates. The campaign positions sattu-level honesty and performance as the new standard confident, rooted and globally competitive.
Insight Cosmetics director and spokesperson Mihir Jain said, “Insight has always believed that India doesn’t need to look outward for validation. We have the talent, the understanding, and the capability to create world-class beauty products right here. Pinda represents that same confidence rooted, real, and unapologetically Indian.”
Pinda added, “There’s real pride in representing something that’s ours. For too long, we’ve been told that better comes from outside. Insight is changing that. This is about backing what’s made for us, trusting what understands us, and owning our identity with confidence.”
The collaboration rests on four clear pillars, proudly homegrown innovation, a strict toxin-free promise, a genuine skin-first approach, and deep cultural relevance that speaks to a generation both rooted in India and globally aware.
In a market long dazzled by foreign labels, Insight Cosmetics and Pinda are quietly proving that the most powerful beauty move is the one that feels like home. The campaign doesn’t just sell products, it sells a mindset, that the best glow is the one you already recognise. And right now, that glow is proudly, unapologetically Indian.
