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General News Zee Thirai highlights its unique brand proposition through new campaign
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MUMBAI: The channel has unveiled its brand campaign across media platforms that reflect the brand tagline – “Rathathil Kalandhadhu Cinema” which implies that “Cinema runs through our veins”.

The campaign is reflective of the passion and love for Cinema that Tamilians hold close to their hearts. It highlights the cultural and emotional connection that fans associate with the values and memories associated with Cinema, which in turn fuels a heroic spirit in them. The two brand films present a fresh and unique take on the challenging moments of life that are dealt with in an emotional manner that almost feels movie-like.

Tamil cinema has always stood for furthering the Tamil culture, social causes and always underlying messaging for a larger good. It’s a place where we see heroes from various walks of life come alive.

To bring alive the channel’s proposition the first film addresses the stereotypes associated with widows participating in auspicious family events. It opens the audiences’ minds to be forthcoming and accepting towards the circumstances of life and allow for an environment of love and endearment.

The second film brings out the tender nature of the relationship between parents and children through the eyes of a young couple who were both raised as orphans. It highlights the transcending power of compassion that goes beyond blood. The films aim to create an impact on society with their powerful story-telling and heart-warming themes.

The brand campaign will be supported by a multimedia campaign covering outdoors, digital platforms, DTH & Cable platforms, and key Print mediums. The channel is set to differentiate itself from the competition with its unique communication tonality which essentially rides on how cinema is so strongly embedded in the simplest of moments in our tense. The campaign which commenced in January is to go on till April with the intent to aggressively build the channel awareness and subscription.

The channel within its opening week itself has become the Num 2 channel in terms of time spent across TN markets and is at Num3 position in terms of GRPs in Chennai Market.

Set to emerge as a strong contender in the movie space, the biggest USP of Zee Thirai is its movie segments across its library of 400+ films that are niche and are set to capture the interest of fans of Tamil Cinema across genres.

Televisionpost
___________________________________________
Airtel Digital HD Recorder / Kerala Vision Digital TV
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