~ The brand integration unfolded across popular reality shows Sa Re Ga Ma Pa, Dance Bangla Dance and more ~
~ Reality TV shows continue to be a dominant trend, serving as the primary platform for brands
to engage with their consumers ~
India, 26 October 2023: Eveready, a trusted name in the world of batteries has partnered with ZEE, India’s leading content company to promote its new range of batteries. As part of the brand collaboration, Eveready ULTIMA will feature prominently on ZEE’s popular and homegrown reality shows, including Sa Re Ga Ma Pa, Dance Bangla Dance, Dance Karnataka Dance and Mr & Mrs Local. ZEE’s linear channels that are an integral part of the brand association are Zee TV, Zee Sarthak, Zee Tamil, Zee Marathi, Zee Bangla, Zee Kannada and Zee Telugu.
Eveready ULTIMA will be showcased in the reality shows, and the brand’s logo will be integrated into the shows’ set design, graphics, and on-screen promotions. The battery brand has also worked closely with ZEE to create custom content for the shows, such as sponsored segments and product challenges.
Commenting on this announcement, Mr. Anirban Banerjee, Senior Vice President and SBU Head (Batteries and Flashlights), Eveready Industries India Ltd., “We have recently unveiled our new and improved Ultima range of batteries supported by a 360 campaign ‘Khelenge Toh Sikhenge’. The campaign highlights that children in any family can learn valuable life lessons like caring, sharing, love and equality when playing in daily life with battery operated toys. Thus to keep the child’s play ongoing effortlessly, our new 400% longer lasting Ultima batteries are just perfect. Our collaboration with ZEE seamlessly aligns with the campaign’s objective and values, as majority of ZEE’s shows are packed with energy, fostering a blend of entertainment while actively nurturing the young talents. Eveready is committed towards its mission to empower the youth with the essential support they require for a brighter and more promising future, and our partnership with ZEE amplifies our ability to achieve this noble endeavour.”
Adding to this, Ms. Niti Kumar, COO – Starcom India said, “At Starcom, we believe that a successful product launch requires a powerful platform that maximises consumer engagement and brand visibility. Such a key communication pillar was vital to drive home Eveready’s new message. ZEE’s reality shows enjoy immense popularity among Indians, which makes it a strong channel for brand collaboration. Accordingly, we forged this first-of-its-kind strategic partnership, which not only introduces Eveready’s robust product offerings but also harnesses ZEE’s expansive reach across diverse regions, languages, and content formats.”
Eveready ULTIMA recently launched its campaign, ‘Kheloge Toh Bahut Kuch Seekhoge’, which highlights the exceptional longevity of Eveready ULTIMA batteries, perfectly suited to power the modern gadgets and appliances that have become an integral part of daily lives.
About ZEE Entertainment Enterprises Ltd. (ZEEL):
ZEE Entertainment Enterprises Ltd. is a leading content company offering entertainment content to diverse audiences. With a presence in over 190 countries and a reach of more than 1.3 billion people around the globe, ZEEL is among the largest global Media & Entertainment Companies across genres, languages, and integrated content platforms.
With a legacy of over 100 years, Eveready Industries India Ltd. ( www.evereadyindia.com ) (NSE Code: EVEREADY, BSE Code: 531508) is a household name in batteries and flashlights, with emerging presence in lighting. Eveready products were first sold in India in 1905, which marked the beginning of the Eveready adventure. The Company, which was eventually founded in 1934, quickly rose to the top of the dry cell battery market. It is a leading brand in enhancing people’s quality of life with innovative, transportable energy and lighting solutions. With over 50% of its share in the Indian consumer battery market, Eveready has long become a name synonymous with the category. The brand’s legendary catchphrase “Give Me Red” continues to resonate with the consumers even after decades of its inception. The Company’s manufacturing facilities are spread across 6 locations, namely Matia, Lucknow, Noida, Haridwar, Maddur and Kolkata. They are equipped with globally benchmarked technology platforms and follow the best-in-class operating standards, with relentless focus on quality (ISO 9000), environmental best practices (ISO 14000) and rapid adoption of technology. The Company has a Research and Development (R&D) facility which is approved by the Department of Scientific and Industrial Research (DSIR), Ministry of Science and Technology, Government of India.