What’s Your Problem wins Integrated AOR for ZEE5’s new content creation and viewing platform, HiPi

The mandate includes managing the mainline, digital, social anexperiential brand requirements.

WYP Brand solutions, an integrated marketing agency, has bagged the integrated creative mandate for ZEE5’s HiPi, a fully homegrown short video platform from the stable of India’s Entertainment Super-app . The mandate includes managing the mainline, digital, social anexperiential brand requirements.

In the era where new super apps are emerging, ZEE5 is making big strides with this unique offering which will be catering to a completely new TG. While HiPi will cater to a new audience, it is still very much in sync with the brand’s core offering of entertainment. The new offering is the next step towards their ambition to connect India’s Next Billion Digital users. HiPi will reside within the ZEE5 giving consumers a bouquet of offering to choose from.

Speaking on the same, Tejas Mehta, COO, What’s Your Problem explains, “This was a perfect opportunity for us as it is in sync with things we believe in and have always done. HiPi gives us the opportunity to do more of new age marketing and connect with the youth across India. This is a brand where one cannot draw a line between various forms of media. In fact the task was to make all of this work in tandem. For an agency like us that constantly endeavours for integration of streams, we couldn’t ask for more. It is a matter of pride and we are eager to put our expertise to the best use. On a personal note, HiPi is a homegrown social media platform of its kind and working on this launch is pretty exciting. We look forward to building India’s biggest creator platform, together with the Zee5 team.”

Amit Akali, founder and CCO, What's Your Problem adds, “We have been a part of this launch since early March and have also worked on the brand Identity. It’s always great to work on a brand from scratch. I have been fortunate to have introduced some of the iconic brands to the Indian market - Yippee and Bingo to name a few. HiPi is one such opportunity for WYP. At WYP we understand that collaboration is the key for every successful launch. On that front we are thankful to Tarun, Manish, Shwetha and the rest of the team. It’s been a true partnership so far. The brand by itself is experiential and therefore a lot of the communication we’ve planned is going to be experiential too. Together with the team, we’ve set the foundation for a fun, irreverent, vibrant brand.”

Commenting on this new partnership, Manish Kalra, senior vice president and head - AVOD, ZEE5 India said, “We are delighted to have WYP Brand Solutions on board to drive the integrated creative communications for ZEE5’s HiPi. Keeping in mind HiPi’s core proposition of empowering the Indian audiences to create and engage through short form content, WYP was an appropriate fitment for us as their solution-oriented approach combined with creative renditions aligns to our core requirements. We are confident that together, we will be able to creatively connect with audiences to make HiPi’s launch journey even more exhilarating.”

WYP and ZEE5 have been working together on projects for some time. The recent ‘Atrangi Dekho, Atrangi Raho’ campaign for ZEE5 Premium was done by WYP.

What’s Your Problem, founded by Amit Akali, started 5 years ago and is today one of India’s bigger independent integrated agency. They have delivered successful campaigns for brands like Future Generali, Dailyhunt, Amazon, Flipkart, Tanishq, Lenovo, Diageo, Arrow etc. They’ve also been one of the most rewarded independent agencies, always known for their problem-solving approach.