- Context/Challenges Zee Keralam was the first GEC in Kerala to introduce a brand ambassador. Challenges included heavy COVID-19 restrictions preventing face-to-face media conferences and the difficulty of getting news of a competing channel in leading papers.
- Objective The main objective was to position Zee Keralam as a constantly innovating brand, enhancing its salience through Manju Warrier’s strong connect with the women of Kerala, and crafting a compelling message of her individualism and similar channel content.
- Approach The approach involved disseminating two separate press releases over two weeks: first announcing Manju Warrier as the brand ambassador, and second announcing the launch of Zee Keralam’s first brand film.
Impact Both press releases received wide exposure across leading print, online, and trade publications. The campaign garnered a PR value of over 1.5 Crore.
