KTC runs digital brand integration campaign in Zee’s award-winning Pavitra Rishta daily soap
Full metrics and pre-placement reports make digital placement fully accountable
LONDON - MirriAd, the digital product placement experts, have announced another UK product placement deal in partnership with KTC Edibles, the UK’s leading ethnic food specialist and Zee TV, the largest media franchise serving South Asia.
The campaign, which meets OFCOM regulation compliance needs, used MirriAd to guarantee 900 seconds of prominent placement for KTC’s products in the Indian daily drama Pavitra Rishta. Just over 900 seconds of prominent brand placement was delivered using MirriAd’s core technology ‘ZoneSenseTM’, which allows broadcasters to insert brands seamlessly and naturally into any content at scale.
As a result of the deal, viewers in the UK now see KTC-branded pasta, rice, lentils and chickpeas appearing in the programme. The partnership builds on Zee TV’s first digital product placement deal with MirriAd which saw Tilda rice digitally integrated into the same show for the UK audience only.
The deal also illustrates the growing confidence in digital product placement for Brands seeking targeted premium exposure. MirriAd has already placed over 70 major brands into prime broadcast content around the world.
Using digital brand integration over physical placement ensures products are “placed” post production, ensuring complete control, and can be optimised for emotional and statistical performance.
MirriAd’s placement process means companies can target audiences in specific regions or countries with different products. This enabled KTC to target Indian consumers in the UK with UK products integrated seamlessly into content produced in India.
Kian Kormi, MirriAd’s VP Commercial Operations, said: “We know that brands want to be associated with popular shows but they remain nervous of what the end result delivers. The KTC campaign resonated well with Nielsen’s recent analysis that showed exposure value is driven by duration, frequency, association and overall brand visibility. Brands tell us that the fact that digital product placement can be planned with certainty of exposure means that they can now confidently build long-term product placement campaigns.”
Shaney Burney, Head of Operations, Zee Europe commented: “We are delighted to have secured our first long-term digital product placement campaign. The ability to offer scenes that meet the exact marketing brief, with precisely measureable brand exposure per week, makes for an extremely attractive proposition. Regulatory and compliance issues are managed through the workflow and being able to provide weekly reports from the system on brand exposure metrics means we are able to steer our way through long duration campaigns with conviction.”
Paresh Mehta, Director of KTC Edibles Ltd, said: “A key issue for KTC was to communicate to our target audience in the most cost-efficient and impactful way and the offer from Zee and MirriAd met our key criteria exactly. In particular, we value the ability to plan the placement campaign in real time and the pre-placement analytics and pre-visualizations from MirriAd and Zee gave us complete confidence around delivery.”
About MirriAd Limited
Chaired by Sir Peter Bazalgette and launched in September 2007 by CEO, Mark Popkiewicz, previously a director of BBC Ventures, MirriAd aims to revolutionize product placement for the digital era. MirriAd has developed an end to end solution able to digitally place brand imagery into any video on demand and at scale. MirriAd’s digital placements have been extensively researched and proven to achieve excellent results for brands whilst positively impacting production values and the viewer experience on line and on TV.
Headquartered in London with offices in New York and Mumbai, MirriAd is privately owned with institutional investors including Oxford Technology Management, Oxford Capital Partners, STV Group PLC, Seraphim Capital and South East Growth Fund and notable angel investors Bruce Smith and Stephen Bullock.
About Zee Network
Launched in 1995, Zee Network, UK was the first South Asian Entertainment Network of its kind. Since then it has grown in popularity and become synonymous with South Asian entertainment. Zee has continually entertained and engages audiences with a unique blend of high-quality, localised and innovative programming. It also offers the world’s largest Hindi film library, with an option of English and French subtitles. Worldwide Zee reaches 71 million households across 168 countries and 500 million viewers through a global entertainment network.