Abhirup Datta on content diversity, data-driven approach powering ZEE5’s AVOD strategy

ZEE5, one of India’s leading OTT platforms, has been making waves in the digital entertainment landscape with its strategic focus on AVOD (Advertising Video on Demand) content. In a recent conversation with Adgully, Abhirup Datta, Head of AVOD Marketing at ZEE5, delves into the platform’s recent triumphs, particularly the success of its latest offering, ‘Kaam Chalu Hai’, and explores its broader implications in shaping ZEE5’s future trajectory.

Reflecting on the recent launch of ‘Kaam Chalu Hai’, Datta highlighted the platform’s commitment to diverse storytelling and quality content. He elaborated, “‘Kaam Chalu Hai’ presents the true story of Manoj Patil, reflecting our dedication to offering compelling narratives that resonate with our audience.” The film, which sheds light on societal issues, has garnered significant attention due to its relatability and poignant storytelling.

Datta emphasized how ‘Kaam Chalu Hai’ aligns with ZEE5’s broader AVOD strategy, focusing on content diversity and audience engagement. “We curate a portfolio of exclusive AVOD titles in multiple languages, catering to diverse audience preferences,” Datta explained. From regional narratives to devotional content and live sports streaming, ZEE5 ensures a holistic viewing experience for its users.

Setting ‘Kaam Chalu Hai’ apart from other offerings in the digital entertainment space, Datta emphasized its human-interest narrative and its ability to spark meaningful conversations. “The story resonates deeply with our audience, immersing them in the emotional journey of the protagonist,” Datta noted. This narrative approach reflects the evolving preferences of Indian viewers, who seek impactful storytelling across different genres.

Balancing mainstream audience preferences with niche content like ‘Kaam Chalu Hai’ is a key aspect of ZEE5’s content strategy. Datta emphasized the platform’s data-driven approach in curating a well-rounded content library, ensuring there's something for everyone.

The success of ‘Kaam Chalu Hai’ underscores the growing popularity of ad-supported content on OTT platforms. Datta elaborated on ZEE5’s strategic leverage of AVOD offerings for user acquisition and retention, highlighting initiatives like the hybrid model and engaging brand campaigns.

ZEE5’s innovative campaigns, such as #ZEE5GameChangers and #NoNaariNoStory, play a pivotal role in brand positioning and audience engagement. Datta outlined how these initiatives foster impactful conversations while offering entertaining and relatable content to the audience.

Looking ahead, Datta shared insights into ZEE5’s AVOD roadmap for the fiscal year 2024, emphasizing an expansion of content offerings and innovative brand campaigns. “We aim to continue engaging viewers with quality content and unique experiences,” Datta stated.

From an industry perspective, Datta discussed the trajectory of ad-supported content in the OTT landscape, highlighting emerging trends like localized content and enhanced viewing experiences. ZEE5 is positioned to navigate these dynamics while maintaining its competitive edge through strategic content curation and engaging marketing initiatives.