MUMBAI: ZEE5, Zee Entertainment’s new digital entertainment platform, has appointed Carat, part of Dentsu Aegis Network (DAN), as its media agency for India. Carat bagged the media duties following a multi-agency pitch. Carat will handle media planning and buying for ZEE5 in India excluding digital. Headed by senior business director Suman Pal, the account will be managed by the agency’s Mumbai office. 

ZEE5 India digital head Archana Anand says, “We are delighted to have Carat on board as our media partner. We were keen to collaborate with an agency that understands our business and has the expertise to help us drive huge efficiencies into our media planning and buying, and Carat had excellent credentials on this front.” 

Carat Media India CEO Rajni Menon adds, “ZEE5 has been in the news for some time and we are extremely excited about bagging the account. The platform offers viewers an extremely innovative viewing experience and we will adopt an equally innovative and consistent approach to ensure that their digital platform gains a strong foothold among their audiences. With the DAN group’s integrated approach and capabilities of delivering end-to-end solutions, we are confident of establishing a strong connect with the digital consumers of India.”

Launching soon with content across multiple languages, ZEE5 will be the digital destination for Zee Entertainment and will offer a mix of both on-demand content, including originals, movies and much more, as well as live TV.