On Mother’s Day, there are a few campaigns that stood out on the back of an incisive
insight and sheer simplicity in their approach of landing the message in an evocative manner. One such creative that
speaks straight to the soul is that of ZEE, who by virtue of having first introduced satellite television in India and
opened up a whole new spectrum of storytelling for every Indian home, is a leading storyteller of our country. ZEE’s
unique campaign beautifully captures the often unacknowledged role of a mother as every child’s first storyteller!
ZEE’s #MyFirstStoryteller campaign is a touching tribute that shines a spotlight on this pivotal role countless
mothers play in getting their child to experience their first range of emotions through storytelling. Check out the
campaign film at: https://www.youtube.com/watch?v=oMaWV4wbYwk
Speaking about the campaign,Kartik Mahadev, Chief Marketing Officer, Content SBU – ZEE said, “This
campaign celebrates the storytellers that our mothers are, an innate quality that is essential nature to the role that
mothers play in shaping lives and cultures. As the storyteller of many Bharats, we believe that mothers in their role
as primary caregivers, set their children off on a trail of discovering life by sparking their curiosity. It is, after all, our
mother’s very first stories that lay the foundation of our core value system, shape us and in turn shape society.”
Reacting to the film, influential personalities like fashion designer Masaba Gupta and Marathi television and theatre
actor Sakhee Gokhale have shared personal anecdotes about their first storyteller, their respective mothers – actors
Neena Gupta and Shubhangi Gokhale, where they talk about how their mother’s initial stories have built their core
value systems and stayed with them even today!
Masaba Gupta’s post: https://www.instagram.com/p/CsN0dECoZwI/?igshid=MzRlODBiNWFlZA%3D%3D
Sakhee Gokhale’s post: https://www.instagram.com/p/CsNqsYjoWEC/?igshid=MzRlODBiNWFlZA%3D%3D
Several other TV personalities including Shraddha Arya,
Krishna Kaul, Ashi Singhh, Karanvir Sharma, Mohit Malhotra,
Abhishek Malik, Varun Kasturia, Aman Gandhi, Anisha
Hinduja, Dhwani Gorii, Anushka Merchande, Rose Sardana,
Munira Kudrati have shared the endearing film on their social
feeds with special messages for their own mothers and
mothers at large.
The tonality of the campaign is in beautiful sync with the
category of broadcast entertainment that ZEE belongs to as it
showcases the power of the medium in bringing families
together and creating in-home shared moments and bonds of
trust between a mother and her child through storytelling.
With a legacy spanning over three decades, ZEE’s commitment
to entertaining audiences in India through storytelling and
promoting core values of Indian society, has consistently
reflected in the content portfolio offered by the network. The
campaign film has been released and promoted across the ZEE
network as well as social media pages of the company across platforms. The campaign’s positive reception is a
testament to ZEE’s understanding of the Indian audiences and culture as well as the company’s constant endeavour
of entertaining families with the power of storytelling.
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