Zee News: The Misunderstood Scoreboard

This case study describes an outdoor campaign that hijacked a high-profile cricket match to promote Zee Media, an Indian media company, to a cricket-crazy nation.

Zee News: The Misunderstood Scoreboard

Agency: DDB Mudra Group, IndiaClient: Zee Media Corporation

Campaign summary

In a cricket crazy country, we hijacked the most viewed game, the India Pakistan cricket match in the world cup, to deliver a powerful message about the futility of the India-Pakistan war, thus ensuring the Zee TV channel stood out amongst all other media channels who were just feeding the cricket frenzy.

Campaign background & strategy

One of India's 821 TV news channels, ZeeNews wanted to be perceived as the news channel with a distinct point of view.

The India-Pakistan cricket match...

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