Post Thumb

As a part of its latest content marketing initiative, Zee TV has become the first Hindi GEC in India to use GIFs (Graphics Interchange Format) in order to capture the top of mind recall for its on air reality show ‘India’s Best Dramebaaz’.

The channel has launched an exclusive Giphy account where fans of the show can use GIFs of their favourite contestants, celebrity mentors and hosts to express themselves creatively while chatting.

In four weeks, Zee TV’s Giphy account has crossed 17.1 Million views.

These expressions range from happiness (Yayy) to gratitude (Thank You) to laughter (ROTFL) amongst other moods and frames of mind.

GIFs have become one of the most sought-after and popular ways of expressing oneself on social media platforms and mobile messaging. GIFs give people multiple ways of conveying a wide gamut of emotions as they are easy, funny and trendy. More expressive than an emoji, these looping images lets one share a specific thought or feeling with little effort at a much faster speed in a more fun manner.

Zee TV leveraged this insight and decided to give their audiences an opportunity to personalise their communication. India’s Best Dramebaaz, Zee TV’s acting show is all about expressing a range of emotions and bringing out the nautanki in you. The show’s contestants bring alive a range of expressions that one looks for in GIFs which will later be popularised on Zee TV’s social media platforms.

Prathyusha Agarwal

Talking about the content initiative, Prathyusha Agarwal, Chief Marketing Officer, ZEEL, commented, “GIFs are a very lively, creative way to express yourself on social media and in personal chats. I believe it’s a great opportunity for brands to let their TG experience the true essence of their personality. It gives a personal touch to your communication with your audience. We are the first HGEC to have our official account on Giphy. India’s Best Dramebaaz is the most apt platform to launch our GIFs as our kids are just brilliant at it. And the numbers speak for us.