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मी महाराष्ट्राचा
महाराष्ट्र माझा
I AM MAHARASHTRA’S, MAHARASHTRA’S MINE
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NO.1 MARATHI ENTERTAINMENT NETWORK

57% UNDISPUTED MARKET SHARE

REACHING 44MN VIEWERS EVERY WEEK

Source BARC TG 2+ FY’20 MS – Mah U, Reach Mah U +R

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आता होणार
एक होर हल्ला
NOW GET READY FOR OUR NEW OFFERING
ZEE VAJWA
 INDIA LOVES CONSUMING MUSIC ON TV
HINDI & REGIONAL ALIKE

666 MN
Consume Music on TV(Monthly cum reach)
Hindi & Regional music equating reach at 447mn

353 MN
Consume Music on Streaming Apps +YT

226 MN
Listen to Music on Radio IRS - Monthly avg.

TV:2+ All India FY’20

Music Apps + YT Publisher Data, reach with Comscore Tool Feb’20
Radio - Source: IRS 2019-Q3 INDIVIDUAL DATABASE - Type_29--
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MARATHI – AMONGST TOP 2 LANGUAGES WITH LESS THAN HALF THE
NUMBER OF CHANNELS COMPARED TO PUNJABI
% HSM REGIONAL MUSIC VIEWERSHIP YOY GROWTH FOR MARATHI AS A LANGUAGE
BY LANGUAGE

% Share
Assamese (1) Non HSM (20)
1% 5% 9.1
Bhojpuri (1)
6% 7.7
Bengali (4)
5%
6.8
Oriya (1)
6.1
3%

Marathi (3) Punjabi (8)

19% 60%

F.Y 16-17 F.Y 17-18 F.Y 18-19 F.Y 19-20 (till

Number in bracket represents number of channels for that language
wk 8'20)

Source BARC TG: NCCS ALL INDIA 15-30 Urban, FY’20

आला रे आला
ZEE VAJWA
आला

OUR MARATHI AVATAAR


OUR TG:
YOUNG MAHARASHTRA, 15-30YRS
THEIR LIFE CHOICES:
PREFER STABLE/GOVERNMENT JOB
PREFER ARRANGED MARRIAGE
NOT REALLY REBELLIOUS
SUCCUMB TO PARENTAL AND SOCIETAL
EXPECTATIONS IN ORDER FIT IN
SUBDUED EXPRESSIVENESS OF DEEPER EMOTIONS
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“I am dating this girl for
a long time …both of us
understand each other
and also she knows how
my family is and she will
be able to adjust with
them.”
(Sangli, Male, NCCS
A3B1, 22-25 years) 12
I would like to go in
Government banking. I
have one of my relative in
similar field. Banks have
fixed timings so it would
be nice. I prefer
government banks over
private as more facilities
and holidays given.”
(Aurangabad, Female,
NCCS A3B1, 22-25 years)
Source –Qual Research, 7 cities Sept-Oct’19
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THE SAFE LIFE CHOICES ARE

REFLECTION OF A CULTURAL

TRUTH - NEEDLESSLY WHY

It is an attitude

embedded in playing it safe.

So, deeply rooted in the values of simplicity and

harmony, this cultural conditioning reflects in
the life choices made by the

SAUMYA MARATHI YUVA

Source –Qual Research, 7 cities Sept-Oct’19

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However, festivals and celebrations like

Ganeshotsav, Gokulashthami (Dahi

Handi) and Makar Sankranti which are

central to Marathi culture,

bring out a different side of their

personality.
The anonymity of blending in the

crowds in street celebrations allows

the otherwise shy,

self-conscious youth to let go.

Source –Qual Research, 7 cities Sept-Oct’19

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These occasions momentarily

showcase their
underlying desire to
negotiate boundaries
and strive for
‘MORE’ then defined

Source – Pixights Qual Research

7 cities
Sept-Oct’19
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AUDIENCE WE ENTERTAIN :

Saumya, Marathi yuva whose

Zingaat side is reserved
for some moments
(festivals or celebrations)
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BRAND PROMISE :
ZEE VAJWA WILL CREATE A ‘MAHUAL’ WHICH TAKES YOU
MONO TO A DOLBY EXPERIENCE BECAUSE YOLO!

KSHANN ZINGAAT TAR LIFE ZINGAAT!

ZEE VAJWA, KSHANN GAJWA
DIALLING UP EMOTIONS

MUSIC & PLAYLISTS

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EXCLUSIVE & TRENDING गाणी

LEVERAGING OUR NETWORK STRENGTH

EXCLUSIVE CONTENT WITH

SONG PREMIERES/ CELEBRITY ACCESS WITH

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एक नंबर गाणी

Biggest ever music library in Marathi Music

Playing top songs across genres and eras

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6 to माउली माउली 10 to याड लागल

7am (DEVOTIONAL) 12pm (ROMANTIC)

8 to उठा उठा 12 to सेंटी झlलो रे

(PUMP UP MORNINGS) 1pm
3000+ PLAYLISTS 10am (SENTIMENTAL)

Different playlists to dial up each 4 to मनाची REQUEST

5pm (REQUEST SHOW)
MOMENT INTO A MAHAUL
करूया कल्ला! 9pm to इश्काची धंदी
5 to (ROMANTIC)
7pm (ENERGETIC EVENINGS) 12am

5 to वाजवा सॉललड २०
WEEKEND 6pm (COUNTDOWN SHOW)

SPECIALS
10pm डॉल्बी वाल्या!
to (PARTY SLOT)
12am
DIALLING UP EXPERIENCES

Differentiation with CATEGORY FIRSTS

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VAJWA चा TADKA
MUSIC SLOTS WITH CONSUMER ENGAGEMENT

SLOT - याड लागल, 10 to 12pm SLOT - मनाची REQUEST, 4 to 5pm

CATEGORY FIRST: DOODLES TO AMPLIFY THE CATEGORY FIRST: ONE OF A KIND REQUEST
ROMANCE WALA MAHAUL SHOW FORMAT

It’s a
Match!

VISUAL DEVICE – DOODLE (INSPIRED FROM YOUTH WORLD) CONCEPT – VIEWERS TO CHOOSE SONGS ON ZEE VAJWA
CONTENT - LOVE NOTES, PUNS AND TIPS SOCIAL MEDIA. WE MATCH THEM ON-AIR BASIS THEIR

PLACEMENT – BUMPERS BETWEEN THE SONGS IN THE SLOT SONG CHOICES BY SHOWCASING THEIR SELFIES
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MAHARASHTRA चा YUVACHA AAVAAJ!

A CATEGORY FIRST
DIRECT & PARTICIPATIVE INTERACTION WITH THE YOUTH

FORMAT – SHORT VIDEOS (2-5 mins):

A platform for youth across Maharashtra to express their POVs relevant & trending topics
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MAHARASHTRA चा YUVACHA AAVAAJ!

A CATEGORY FIRST
DIRECT & PARTICIPATIVE INTERACTION WITH THE YOUTH

FORMAT – SHORT VIDEOS (2-5 mins):

A platform for youth across Maharashtra to express their POVs relevant & trending topics
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MARATHI STARS चा DHAMAAL!

MARATHI ARTISTS IN NEVER SEEN BEFORE AVATAR!

FORMAT – SHORT VIDEOS (3-5 mins):

A fun, candid chat show featuring top Marathi celebrities, giving a sneak-peak into their personal
lives, playing games with them and much more!
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MAHARASHTRA चे QUIRKS
A CATEGORY FIRST
BRINGING ALIVE MARATHI CULTURAL NUANCES INSPIRED FROM THE VIEWER WORLD

FORMAT: SKETCHES
Bringing alive the Marathi cultural nuances & TG tension points through
humorous sketches enacted by 3 to 4 key characters
AN IMPACTFUL
LAUNCH PLAN

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A POWER PACKED
LOGO REVEAL

PLATFORM
ONE OF THE MOST PRESTIGIOUS MARATHI
AWARD SHOW – ZEE CHITRA GAURAV AWARDS

TELECAST
13TH SEPTEMBER ON ZEE MARATHI
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ZEE NETWORK TV PROMOTIONS

REACHING 95% OF
CORE MARATHI MUSIC VIEWERS
CORE MARATHI LANGUAGE VIEWERS

& 80% OF MARATHI LANGUAGE

VIEWERS

4500+ PROMOS
ACROSS 8 WEEKS

*All plans are tentative & subject to change

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LEVERAGING THE
DIGITAL STRENGTH OF
ZEE NETWORK’S MARATHI CLUSTER
WITH A CUMULATIVE REACH OF

~53MN+*

*Cum weekly reach, Facebook, BARC week 28 - 31

*All plans are tentative & subject to change
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PROGRAMMATIC
DIGITAL REACH CAMPAIGN

15MN+
ACROSS 3 WEEKS
SOCIAL MEDIA SEARCH VIDEO STREAMING AUDIO STREAMING

*All plans are tentative & subject to change

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CHANNEL PARTNER PRIVELEGES : DIGITAL PLATFORMS

8 WEEKS HIGH DECIBEL CAMPAIGN

PROPERTY QTY DETAILS LOGO PRESENCE

Promoted Video: Facebook 3 Brand films / Influencer video Logo presence in the end slate (3-5secs)
Promoted Video: Instagram 3 Brand films / Influencer video Logo presence in the end slate (3-5secs)
Promoted Video: Youtube 3 Brand films / Influencer video Logo presence in the end slate (3-5secs)
Cover Photo: Facebook 1 N/A Logo presence for 8 weeks
Cover Photo: Youtube 1 N/A Logo presence for 8 weeks
Cover Photo: Sharechat 1 N/A Logo presence for 8 weeks
आभार!

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