Zee TV approached Reign Media to support the UK launch of Tumm Se Tumm Tak, a new romantic drama aimed at South Asian audiences. Romance‑led storylines consistently perform well within this demographic, and the show’s visual identity lent itself naturally to high‑impact outdoor formats.
Our brief was to build a UK‑wide outdoor campaign that delivered strong visibility in areas with high footfall and high cultural relevance, ensuring Zee TV reached both younger viewers and family audiences.
Our Approach
We designed a multi‑city outdoor plan focused on London, Birmingham, Manchester, Leicester, Coventry and Glasgow, all key hubs for South Asian communities. The strategy combined premium digital placements for immediate impact with static 48‑sheet and 96‑sheet sites for sustained visibility.
The campaign was structured around three priorities:
Cultural relevance: Prioritising neighbourhoods and travel corridors with strong South Asian presence.
High‑footfall environments: Shopping centres, commuter routes and busy arterial roads.
Balanced format mix: Digital motion for attention; static formats for frequency and recall.
Campaign Delivery
London
A combination of Westfield Stratford’s high‑traffic digital screens and strategically placed 48‑sheets across Harrow, Wembley, Edgware and Southall ensured consistent visibility across key boroughs.
Manchester
Digital presence at Victoria Station was supported by static sites in Rusholme, Longsight and Cheetham Hill, areas central to the city’s South Asian community.
Birmingham
PanVision screens at the Bullring provided large‑format digital impact, complemented by 48‑sheets across Bordesley Green, Droitwich and the Jewellery Quarter.
Leicester
A 96‑sheet on Humberstone Road and multiple 48‑sheets across Highcross and Belgrave Circle delivered strong coverage in one of the UK’s most diverse cities.
Coventry & Glasgow
Additional 48‑sheets in Coventry and digital screens in Glasgow extended the campaign’s national reach.
Outcome
The campaign delivered a strong, consistent presence across the UK’s most relevant locations for Zee TV’s audience. The combination of digital and static formats ensured both immediate impact and repeated daily exposure.
To support the outdoor activity, Reign Media also produced and distributed social‑media content, further amplifying the launch across digital channels.
