MUMBAI: After a successful run for six years and ten seasons, Pyaar Tune Kya Kiya on Zing came back with an all new season 11, showcasing new age love. The show has been a favorite among Gen Z and they have always come back for more. The theme of the new season, currently on-air is about confusions in love. Love and confusion go hand in hand especially for this young audience. Backed with a strong consumer insight that suggested that Gen Z are always in need to understand these confusions and looking for to navigate through these situations.
The campaign kickstarted with a promo called #DearLove, which was an open letter to love. It encapsulated numerous things which the youth wanted to tell, ask or even express their confusion to #DearLove. The promo had the exact amount of emotional sentiment, confusion and thus sparked a conversation among Youth. The promo was showcased extensively on TV (across Zee Network) and on digital mediums.
Content marketing was the focus of the first leg of the campaign wherein Zing roped in young influencers who carried forward this conversation with #DearLove. From Anubhav Bassi, Ansh Pandit, Nidhi Narwal to Saloni Gaur, who all have a very strong follower base among young India, took to Instagram and created short videos in their own style titled #DearLove. Soon this conversation was all over the internet, people joined in by making their own versions of #DearLove. The campaign got 7.68 million views across social media and YouTube. The conversations addressed to #DearLove were in the form of videos, messages, reels and everyone joined in to say something to love amassing 21.2 million impressions & 14 million reach across the Internet. To make it even more fun, Zing launched a Pyaar Tune Kya Kiya filter on Instagram. The filter had messages from Love itself. The responses left people smiling because of its high relatability and quirkiness. People joined in curiously to know what love has in store for them. The filter received 300K impressions within three days of its launch and was used by 35K users within this time period. Apart from the above, Zing caught on to the popularity of doodle art among this TG and created comic strips as a teaser for each episode. The comic strips received a phenomenal response from the audience as they were widely shared by the youth.
Top brands such as Paree Sanitary Pads, Yamaha Faschino 125 Fi, Vicks cough drop, Philips One Blade, made most of the opportunity and partnered with the show’s launch campaign to strengthen their connect with youth
Zing has Paree Sanitary Pads as PTKK’s title sponsors. Zing took an innovative approach for this association by not just doing TV integrations but generating larger conversations across digital mediums through comic strips, engagement polls, digital videos, etc. The conversations were not just addressing women, but the channel attempted to normalize these conversations with men as well. This association is a true exemplification of the synergy between the two brands and the belief and vision carried out by them.
#DearLove campaign has won hearts with people pouring in with their messages to Love. Due to high relatability, people connected with the campaign and created a lot of conversation around the same.
Zeel music cluster deputy business head Pankaj Balhara said, “It's been a wonderful journey for us with PTKK for the past six years and we are glad that we have a fresh and edgy content that connects directly with the youth, their sentiments and perception. Coming from a strong consumer insight that suggested how love is confusing for this young audience and they are always looking for ways in order to navigate through these confusions, we designed the campaign #DearLove. Just like the show, #DearLove campaign has also struck a right chord with the youth and received tremendous response. With an all-encompassing marketing plan and a good media strategy in place, the campaign created endless conversations across Zing's digital and social media assets.”
