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Media and entertainment company, Zee Entertainment (ZEEL), has taken an initiative – #BreakTheCoronaOutbreak, for the well-being of its audiences.

Taking the initiative to create a unique reminder for its viewers, Zee has decided to pause the content across its channels with a 30 second break throughout the day.

Prathyusha Agarwal, chief consumer officer, ZEEL, said, “While several brands are driving awareness around good hygiene, we believe this initiative to pause content and remind our audience to wash their hands will actually drive behaviour. Pausing our content when the audience is most engaged will act as an in-home trigger to wash hands and contribute towards combating the spread of the outbreak.”

Conceptualised by Lowe Lintas, ‘pause’ will encourage viewers in a creative manner, to use the break to wash their hands.

Sagar Kapoor, chief creative officer, Lowe Lintas, said, “Having worked on health and hygiene brands for years, my learning is no matter how much we remind people for washing hands, there will always be laggards. Its importance is at a peak in today’s situation. Hence, a straightforward reminder to wash hands with soap.”

#BreakTheCoronaOutbreak initiative has been rolled out across 40+ channels of the ZEE network, collectively reaching approximately 588 million individuals across the country every week.

This article was originally published on ET Brand Equity

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