GECs
Sony SAB forms alliance with Twitter to create Twitter BOT for promoting its new show
MUMBAI: Sony SAB in partnership with Twitter has launched a very innovative and first of its kind social initiative on Twitter for its new show Y.A.R.O K Tashan. A first in the entertainment industry in India, SAB in collaboration with Twitter has created a unique Twitter BOT representing the Humanoid – Y.A.R.O, a lead character in its new show. The BOT replicates the characteristics of Y.A.R.O by answering all kind of question thrown at it. The show which centres on the protagonist Y.A.R.O, a humanoid, focuses on the relationship with friends and family, importance of love and humanity. In line with the new age concept of the show, the channel has also implemented this idea for its online and on ground marketing promotions.
This uniqueinitiative is such that anyone on Twitter can tweet any question on their mind with hashtag#SABKaYaroand they will get a response to the question in just a second. One can ask any generic question they like and they will get a response from Y.A.R.O through the SAB almost instantly. The netizens can experience the brilliance of the technology and intelligence that Y.A.R.O embodies. Try it to believe it!
SAB TV senior EVP and business head Anooj Kapoor said, “The partnership with Twitter is intended to provide our potential viewers a holistic experience of extraordinary powers of Y.A.R.O. The initiative makes it convenient for people to access Twitter and comprehend the genius of Y.A.R.O”
Twitter India head of TV partnership Viral Jani said, “Twitter is live, public and conversational and we encourage our partners to use our platform in an innovative manner and to its full potential. This initiative is a great example of bringing alive a character on Twitter as an auto-response bot, and amplifying it to audiences by showcasing Tweets on a billboard in real time”
#SABKaYaro set the Twitter on fire was when thousands of Twitteratis engaged with #SABKaYaro by throwing diverse questions ranging from scientific questions on atmosphere and the planet to funny questions like ‘Will you have coffee with me?’.
The initiative is displayed live on few high-traffic vantage outdoor sits in Mumbai. Wherein, if you are around the vicinity and happen to ask a question on Twitter with #SABKaYaro, your tweet and the response will also be displayed on the outdoor medium.
With a show so fresh and promotion so novel, Y.A.R.O Ka Tashan sure promises to be a package full of entertainment!
GECs
ZEEL overhauls sales structure to chase growth across TV and digital platforms
New structure sharpens digital push as viewing habits fragment fast
MUMBAI: Zee Entertainment Enterprises Ltd. is reshuffling its sales playbook as it looks to keep pace with a fast-changing media landscape, where audiences are scattered, screens are multiplying and advertisers are following the data.
According to media reports, the rejig is anchored in the company’s push to build a more integrated, data-led monetisation engine, one that can straddle both traditional television and fast-growing digital platforms with equal ease.
At the heart of the move is a reworked sales architecture designed to deliver cross-platform solutions. With connected TV gaining ground and digital consumption surging, ZEEL is aligning its teams to move quicker, think broader and sell smarter.
The restructuring is being led by chief operating officer, advertisement revenue, Sandeep Mehrotra, at a time when the company says it is seeing tremendous growth. The idea is simple: match the right talent to the right opportunity in a market that is anything but static.
As part of the overhaul, several long-serving executives have been elevated to chief sales officer roles across regions and content clusters. Sanjoy Chatterjee will head the east market, while Gunjarav Nayak takes charge of the west along with high-margin verticals such as hmg, brand works, intellectual properties and digital sales. Rajnish Gupta will oversee bengaluru and chennai markets alongside the kannada and tamil clusters.
In other key moves, Divjyot Dhanda will lead hyderabad and kochi markets and manage zee tv, zee keralam and the telugu cluster. Roshan Vasu Kotian will supervise a diverse portfolio including Zee Marathi, &tv, Zee Punjabi, Zee Anmol, Big Magic and Zee Biskope.
The company is also strengthening its bench, appointing national sales heads across retail, regional clusters, digital and brand solutions. Ankur Kapila’s appointment to lead digital sales signals a sharper push into a segment that continues to outpace traditional formats.
Behind the scenes, dedicated strategy and operations roles have been carved out for both linear and digital businesses. Nitin Shetty, Rajkiran Shrivastav and Priya Nambiar will take on key responsibilities to ensure the new structure runs with precision.
The broader aim is clear. ZEEL wants a bigger slice of advertising budgets that are steadily drifting towards digital and connected TV ecosystems. By integrating its offerings, the company hopes to deepen client relationships while unlocking new revenue streams.
The new structure takes effect immediately, with Mehrotra continuing to report to chief executive officer Punit Goenka and steer the company’s advertising revenue strategy. Senior executive Laxmi Shetty will support the transition, with her revised role expected to be announced soon.
In a market where content is everywhere but attention is scarce, ZEEL’s latest move is less about rearranging the org chart and more about staying in the game.
