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HUL roadblocks all Zee channels - Sathish - 09-24-2009

MUMBAI: FMCG major Hindustan Unilever (HUL) is hosting an advertising roadblock across 25 Zee Network channels that will bring in an advertising premium for the broadcaster.

These channels are Zee TV, Zee Cinema, Zee Marathi, Zee Bangla, Zee Kannada, Zee Telegu, Zee Studio, Zee Café, Zee Trendz, Zee Premiere, Zee Action, Zee Classic, Zee Smile, Zing, ETC Music, Zee Punjabi, ETC Punjabi, Jagran, Akaash Bangla, Ghantalu, 24 Taas, 24 Ghanta, Zee Talkies, Zee Sports and Zee Tamil.

As reported earlier on, the partnership will see HUL consume the network's entire advertising airtime on 24 September with an aim to fetch a huge brand exposure.

As part of the initiative, the channels will embed the HUL brands within Zee's graphical packaging elements to create product relevance.

Says Zee Entertainment Enterprises chief revenue officer Joy Chakraborty, "It's great to have co-created an innovative value proposition with a high net worth client like HUL. The initiative is not only well conceived and knitted together on a common theme but it also exploits the full potential of all our channels through seamless execution. So, innovation in leveraging the scale and width of our reach plus a well thought out communication is sure to result in a holistic and engaging communication solution."

Adds HUL GM media services Srikanth Srinivasamadhavan, "We are pleased to be part of an idea that will exclusively reach us to more than 100 million viewers in India at the same time throughout the day. It is innovative and is expected to bring stronger engagement with consumers."