ZEE and Birla Opus Paints Announce Network-wide Content Collaboration

ZEE Entertainment and Birla Opus Paints have announced their alliance. In order to further increase its presence in several areas, Birla Opus Paints has joined ZEE's popular singing reality show Sa Re Ga Ma Pa as a Co-Title Sponsor in Telugu and Hindi as well as a Co-Powered Sponsor in Tamil.

ZEE's sales and brand integration teams have developed a distinctive and imaginative series of brand placements within Sa Re Ga Ma Pa, so the partnership goes beyond conventional sponsorships.

ZEE has implemented a distinctive network-wide innovation that spans both GECs and movie channels, adhering to the creative spirit of the Opus brand and guaranteeing a noticeable and recognizable presence for the brand.

Chief Growth Officer for Digital and Broadcast Revenue at ZEEL, Ashish Sehgal, expressed his delight about the collaboration, saying, "Partnering with one of the most anticipated new entrants in the market, Birla Opus Paints, has been an incredible opportunity. Through our initiatives, we are increasing the visibility of Birla Opus Paints' brand in Hindi and regional markets as they join us as the Co-Title Sponsor on Sa Re Ga Ma Pa."

"By incorporating their mascot into our material in a variety of languages, we've pushed the bounds of creativity and made sure the brand is not just noticeable but also unforgettable. We hope the brand grows and shines and look forward to working with them again in the future", Sehgal remarked

ZEE's Chief Marketing Officer, Kartik Mahadev, underlined the role that content plays in shaping brand narratives: "We at ZEE think that content can really help brands and their customers build meaningful relationships. Our collaboration with Birla Opus Paints is evidence of this conviction. With its presence in eight language markets, Sa Re Ga Ma Pa uses the power of song to bridge cultural divides. Through the seamless integration of captivating touchpoints on our renowned singing reality program, we have developed a more comprehensive brand experience for Birla Opus across all markets. We're thrilled to work with a company that values innovation and narrative as much as we do".

The strategic significance of this cooperation was discussed by Birla Opus Paints' Chief Marketing Officer, Inderpreet Singh. "Birla Opus Paints aims to enhance every Indian's life with beauty and color. With its unparalleled reach and innovative content, ZEE Network is the ideal partner to forge deep connections with our audience."

The Chief Client Officer and Office Head for Wavemaker India's West, North, and East, Shekhar Banerjee, discussed the cooperation by saying, "At Wavemaker, our commitment is to forge distinctive brand experiences for Birla Opus Paints and we've crafted something truly special in partnership with Zee Network."

"We commend Zee Network for breaking certain well-established standards of television to develop a partnership that provides beyond normal sponsorship and also uses their vast portfolio of channels. In order to ensure that Birla Opus has visibility and impact, Banerjee stated, "This collaboration is the result of dynamic creative synergy, meticulously designed to be impactful and resonate deeply with our audience."