Eveready and ZEE join partners for a brand collaboration

Eveready has partnered with ZEE to promote its new range of batteries. As part of the brand collaboration, Eveready ULTIMA will feature on ZEE’s homegrown reality shows, including Sa Re Ga Ma Pa, Dance Bangla Dance, Dance Karnataka Dance and Mr & Mrs Local. Additionally, ZEE’s linear channels are an integral part of the brand association.

Talking about the partnership, Anirban Banerjee, senior vice president and SBU head (batteries and flashlights), Eveready Industries India, said, “We have recently unveiled our new and improved Ultima range of batteries supported by a 360 campaign ‘Khelenge Toh Sikhenge’. The campaign highlights that children in any family can learn valuable life lessons such as caring, sharing, love and equality when playing in daily life with battery operated toys. Thus to keep the child’s play ongoing effortlessly, our new 400% longer lasting Ultima batteries are just perfect. Our collaboration with ZEE seamlessly aligns with the campaign’s objective and values, as majority of ZEE’s shows are packed with energy, fostering a blend of entertainment while actively nurturing the young talents.”

“At Starcom, we believe that a successful product launch requires a powerful platform that maximises consumer engagement and brand visibility. Such a key communication pillar was vital to drive home Eveready’s new message. ZEE’s reality shows enjoy immense popularity among Indians, which makes it a strong channel for brand collaboration. Accordingly, we forged this first-of-its-kind strategic partnership, which not only introduces Eveready’s robust product offerings but also harnesses ZEE’s expansive reach across diverse regions, languages and content formats,” Niti Kumar, COO – Starcom India, added.

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