Carat to handle ZEE5's media mandate

The agency will manage media planning and buying for the soon-to-be launched digital platform.

ZEE5, ZEEL’s new digital entertainment platform, has appointed Carat, part of Dentsu Aegis Network, as its media agency for India. The agency will handle media planning and buying for ZEE5 in India excluding digital. Headed by Suman Pal, senior business director, the account will be managed by the agency’s Mumbai office. Carat won the account following a multi-agency pitch.

Speaking about the win, Rajni Menon, India CEO, Carat Media, says in the press statement, “ZEE5 has been in the news for some time and we are extremely excited about bagging the account. The platform offers viewers an extremely innovative viewing experience and we will adopt an equally innovative and consistent approach to ensure that their digital platform gains a strong foothold among their audiences. With the DAN group’s integrated approach and capabilities of delivering end-to-end solutions, we are confident of establishing a strong connect with the digital consumers of India.”

Launching soon with content across multiple languages, ZEE5 will be the one stop digital destination for ZEE Entertainment, a global media and entertainment powerhouse. The platform will offer a mix of both on-demand content, including originals, movies and much more, as well as Live TV.

Commenting on the collaboration, Archana Anand, Digital Head – ZEE5 India, says, “We are delighted to have Carat on board as our media partner. We were keen to collaborate with an agency that understands our business and has the expertise to help us drive huge efficiencies into our media planning and buying, and Carat had excellent credentials on this front.”