Zee Americas will take home a pair of EMMAs in the marketing tactics category at next week's 2011 NAMIC Excellence in Multicultural Marketing Awards.
The South Asian programmer, part of Asia TV USA Ltd., will be saluted on Oct. 5 at NAMIC's 25th annual conference at the New York Hilton, with a pair of second-place awards for its direct mail initiatives with RCN and Comcast.
Zee TV's RCN campaign, conducted last September in New York, New Jersey, Chicago, Boston and Washington DC, centered on the South Asian Diaspora's connection, with the programmer enunciating that it affords viewers a means to "Experience home away from home!" through the best in entertainment.
The Zee Comcast acquisition and retention campaign was conducted in May 2011 in Chicago and the MSO's California markets. Zee, using the opportunity to thank current subscribers for being a part of its family, proffered a value proposition for the acquisition aspect of the campaign. A number of top-rated shows, including Pavitra Rishta and Dance India Dance Doubles, were promoted to both former Zee subscribers on Comcast and South Asian subscribers in these markets.
"We are pleased to honor the latest group of EMMA winners for their achievements in creating culturally-relevant marketing programs that achieve results," said Daphne Leroy, vice president of marketing and communications at NAMIC.