Good marketing ideas are never complex. They are simple thoughts, drawn from an honest place directly from our real life experiences. ZEE’s #TVisFamily campaign is exactly that – a simple representation of how television has become a part of our family. A thought so pervasive across the country, and yet something which no one ever caught onto.
While the insight itself was on point, the execution was commendable as well. The campaign released on World TV Day and saw love and appreciation pouring in from different quarters.
The Build Up
To celebrate this companionship, the brand brought alive television sets in millions of homes across the country. Ten second bumper ads of a talking television were aired across the ZEE network all day. Viewers were surprised when their television sets suddenly started speaking to them, and they voiced their intrigue on social media.
I was stunned when my TV talked to me and asked me if we can talk to each other for a bit. Right then I realized TV has been a part of me since I was growing up and is a part of my family. #MyTVtalks
— Bollywood Era (@BollywoodArvind) November 21, 2020
It’s been a fascinating day! My TV just talked to me telling me we always sit in front of each other. Why don’t we take 2 minutes to talk! Where do I being? #MyTVtalks
— Rajasekar (@sekartweets) November 21, 2020
I just got curious when my TV talked to me today saying chalo aaj do baatien kar lete hai. How do I even being here? Kya hamari baatien do baaton mein khatam ho jayegi? #MyTVtalks
— Siddarth Srinivas (@sidhuwrites) November 21, 2020
The curiosity around a talking TV was clearly visible, with #MyTVTalks trending at No. 3 on Twitter, generating more than 26 million impressions in a single day!
The big reveal was made at 6pm through a roadblock across all ZEE channels and all its social assets with a heartwarming film that captured the essence of why #TVisFamily, with Anand Tiwari donning the role of ‘TV’.
Kabhi workload kam karne mein help karte ho toh kabhi stressbuster ban jaate ho. Kabhi akelepan ke partner to kabhi party ki jaan ban jaate ho – tum hamesha humaara saath nibhaate ho. Tum sirf TV nahi, tum family ho.#WorldTelevisionDay #TVisFamily #ZEE #ExtraordinaryTogether pic.twitter.com/afRTwUzlPe
— ZEE (@ZEECorporate) November 21, 2020
Brands Joined The Conversation
Popular brands like Britannia, Parle, Swiggy, Tata Sky, Sunfeast Yippee & Mom’s Magic joined in the conversation as well.
— Swiggy (@swiggy_in) November 21, 2020
— Tata Sky (@TataSky) November 21, 2020
— Sunfeast Mom's Magic (@sfmomsmagic) November 21, 2020
Celebrities Shared Their TV Memories
Leading influencers like author Durjoy Datta and actors like Aashna Kishore, Abhijeet Khandekar and Subhasis Sharma voiced their appreciation for the campaign and spoke about how TV indeed is like family to them.
There have been memories all along with my television, memories as a child, as a teenager and then as an adult, not only an entertainer but also the one who takes care! One wrapped in all possible emotions like a family member #TVisFamily https://t.co/DmdDBNsyuP
— Durjoy Datta (@durjoydatta) November 21, 2020
— Ashna Kishore (@AashnaKishore) November 21, 2020
So, what made the campaign work?
We have all grown up watching television, and the campaign celebrates exactly that – the strong connection we have had with it over the years. TVs have brought families together in the living room where fond memories have been created.
Humanification of TV
We loved how television was personified in the campaign. First through the ten second bumper ads, and then by Anand Tiwari in the TVC. This allowed the brand to truly represent the many roles TVs have played in our lives, which might have been difficult to express otherwise.
The fact that so many popular brands joined in the conversation and expressed their views not only got the campaign more eye-balls but also depicted how the association with TV is all pervasive.
If there’s one thing the campaign got right (and it got many), it’s the over-arching insight – #TVisFamily.