The global digital platform Zee5 has embarked on a number of initiatives across several priority markets, with the Middle East being among the first.
Alongside offering a four-week movie experience every Thursday at different locations, with the first two held in Dubai in the first half of this month, they include a partnership with the local brand Choithrams.
Commenting on the development, Archana Anand, chief business officer, Zee5 Global, said: “Given the vast diaspora of South Asians in The Middle East as well as its appetite for desi content, this is the first of the three markets where ZEE5 kicks-off a range of consumer engagement activities. Our new campaign ‘Full-on Entertainment’ invites people into a world of entertainment that takes them on a journey of emotions and keeps them on the edge of their seats. For this we are rolling out a multitude of interactive initiatives, where we have the chance to engage with our audiences across the Middle East and build deep conversations with them.”
