Zindagi’s First Original Non – Fiction Show ‘Shukriya’…

Host Gunjan Utreja,- Business Head, Zindagi & FTA Cluster.Mr Sunil Buch,
Chief Business Officer, Zee Entertainment Enterprises Ltd (ZEEL)

Prembabu Sharma

​ We often underestimate the power of a smile, a kind word, an honest compliment, or the smallest act of caring. We often forget that gratitude is one of the simplest and most powerful things humans can do for each other. We often forget to say ‘Shukriya’ to those who have touched our lives; be it our parents, friends, siblings or even strangers who give us a helping hand. A small token of Shukriya can make a big difference. Zindagi, the channel that strives to bring people and hearts closer with its differentiated content, brings to your TV screens heart-warming stories of gratitude through its first original non-fiction show ‘Shukirya’.

Talking about the launch Mr Sunil Buch, Chief Business Officer, Zee Entertainment Enterprises Ltd (ZEEL) said, “Zindagi is an extension of Zee Entertainment Enterprises Limited’s corporate philosophy ‘Vasudhaiva Kutumbakam’. This was yet another pioneering initiative from the stable of Zee. The launch of Zindagi was significant in many ways. Firstly, it was a step forward to further expand the ZEEL network in India. And, it was also a first in its category of GECs that offered alternative fiction content, produced by content creators from around the world, suitable for Indian sensibilities.

“Last year on June 23, ZEE launched Zindagi, a Hindi GEC, to showcase select content handpicked from across borders. Catering to a completely progressive mind-set, Zindagi is a premium channel for the educated urban viewers especially women that has infused fresh storytelling to the Indian television industry. Our first original production ‘Shukriya’ is designed to urge people to pause life; reflect, acknowledge and appreciate the good things that life has given us…like people who care about us or the country we live in. It’s all about finding the time to stop & thank people who make a difference in our lives.”Commenting on the show, Priyanka Datta – Business Head, Zindagi & FTA Cluster said, “We launched Zindagi with a promise to give our viewers differentiated & unique content offering from across the globe and in this journey we introduced many firsts on the channel. We began our journey with handpicked stories from Pakistan; dramas that were finite in nature with a fast pace narrative, extremely low on melodrama & talent that has a natural, real like style besides being good looking…amazing original soundtracks & shows shot in real locations. We brought the era of telefilms back on Indian television. All this is what did appeal to the discerning audience”.

Zindagi’s host Gunjan Utreja at the launch of the show
“Living upto our commitment of continuously satiating the entertainment needs of our viewers with meaningful content….we now introduce our very first original non-fiction production “Shukriya”. This is a show that will give real people a platform to exhibit their real emotions & in turn give those they want to thank, a memory that will last them a lifetime. Shukriya is a simple, perhaps even a little underrated…yet a word that has the power to evoke a million positive emotions. It is a word that can bind people in a happy way & we feel that “Shukriya” should become a way of life. With this thought that also marries with Zindagi’s brand promise of “Jodey Dilon Ko”, we take this small, yet hopefully impactful step of bringing the new beautiful offering “Shukriya”.

“This special & unique concept of Shukriya has been backed with some unique promotional strategies. Every communication of the show not only highlights real relationships but also embodies the spirit of Shukriya. The real hero is the concept of Shukriya & that is what stands out in all our campaigns whether in print, on air, radio, outdoor or digital. The aim is to create an element of surprise that will engage and inspire others to do the same! We also take this as an opportunity to say ‘Shukriya’ to our loyal viewers. We hope that this show strikes a chord with our viewers and each one of us discovers the magic of saying ‘Shukriya’”, adds Priyanka

To kickstart the promotional campaign, Shukriya’s creative communication has been given a new age approach which drives interactivity. The identity given to the campaign was centered on ‘#Shukriya’. The essence of ‘#Shukriya’ is being driven through a movement. Three heartwarming short films have been created to bring alive the importance of saying Shukriya in various relationship and they have been seeded across Youtube, Facebook and all Zindagi digital platforms. The first two videos released have already created a social surround grabbing more than 3.6 Lac views and still counting.

Zindagi has associated with Snapdeal for a dedicated Shukriya store on their website & app. This initiative is in celebration of ‘Friendship Day’ where the channel and Snapdeal give netizens discounted offers to buy special Shukriya gifts for friends who stand by you through ups and downs in life.

The channel has also associated with BIG FM to create a unique ‘Shukriya’ experience for their listeners where RJs are heard saying Shukriya to local unsung heroes in 24 of their stations across India. Some real life Shukriya stories shared by BIG FM will be narrated by Gunjan & RJ Siddharth on a segment called ‘Keh do Shukriya’ on Zindagi.

Since this show is made of real people, over 50 housing colonies in Delhi are being tapped to celebrate ‘Shukriya Day’ with its residents.Multiplex viewers have been targeted across more than 400 screens for three weeks with blockbusters like Bajrangi Bhaijaan, Drisham & Mission Impossible 5. This is alongside high impact Print & TV campaigns including leveraging the platforms of our sister concern ZMCL to drive tune-ins in our key market