EdTech firm Byju's works towards strengthening the brand in Maharashtra
In order to drive growth for the brand in Maharashtra, the educational-tech company Byju’s has associated with Zee Marathi’s popular drama series ‘Mazhya Navryachi Bayko’.
Atit Mehta, Marketing Head of Byju’s, said, “We were looking at Maharashtra as a key market, one that has a predominant Marathi speaking and viewing audience. If you are looking at a Marathi-speaking audience, then you must look at the most popular show on a channel with the greatest reach. That was how Zee Marathi came into the conversation and with it, its popular show Mazhya Navryachi Bayko (MNB).”
The brand and the channel is working together to develop a subtle integration weaving in the Byju’s name with the MNB storyline. With this association, the channel is also encouraging viewers to embark on a journey of intrinsic learning.
Amit Shah, Cluster Head, RHSM, ZEEL, stated, “Our partnership with BYJU’S is a step towards leveraging the power of education. As a consumer-centric organization, through this partnership, ZEE aimed to offer an innovative learning platform that will contribute to our viewers’ lives by enabling them to embark on a journey of intrinsic learning. We will continue to work towards building an inclusive environment for our viewers by striking a balance between what we showcase and what the consumer needs.”
Ashish Sehgal, Chief Growth Officer, Advertisement Revenue, ZEEL, added, “As a platform, our objective and focus is to not only add value but enhance lives and what better way to do that than through education. With this objective, we tied up with BYJU’S and used the most trusted no.1 channel of Maharashtra, Zee Marathi’s power of content and influencers to deliver a holistic solution to our advertisers and viewers. We believe that communication is not just about advertising but contextualizing the same seamlessly within content & strategically using relevant platforms to deliver the desired impact.”