ZEEL launches a new vertical, Zee Live

The live vertical will give integrated brand solutions and announced its first integrated event with Maruti Suzuki's Baleno as it launched Baleno Wicked Weekends

BestMediaInfo Bureau | Mumbai | October 20, 2016

Zee Live, a division of Zee Entertainment Enterprises (ZEEL) that creates memorable on-ground experiences for the audience in India and overseas, kick-started with the launch of its first live event -- Baleno Wicked Weekends.

Baleno Wicked Weekends is an association with Maruti Suzuki–Nexa. The automaker wanted to do an integrated live event for a long time. With Zee Live, the wicked weekends are all set. The journey began with the first Baleno Wicked Weekend in Mumbai on September 30 where electronic music band Nicholson and funk nu-disco duo Madboy/Mink invigorated the audience with their new-age sounds and rhythmic beats. More such line-ups are in the pipeline at the most happening destinations across six cities -- Mumbai, Delhi, Bangalore, Pune, Kolkata and Chennai.

Baleno Wicked Weekends is an attempt to reinvent urban nightlife by creating India's longest party marathon. The line-up includes a consortium of the biggest names in independent music from India as well as international artists, programmed at the most happening party destinations throughout the country, giving an experience that is synonymous to the Nexa Experience.

Living Foodz, the foodtainment channel, joins Baleno Wicked Weekends as the lifestyle partner, adding a dash of panache and entertainment to the 40-week party marathon.

In April 2013, Viacom18 too had launched its integrated networks solutions (INS) under the leadership of Jaideep Singh (now headed by Saugato Bhowmik) with an intention to work across the network's properties/brands to offer customised brand solutions by creating large format IPs and brand solutions for clients.

Speaking about Baleno Wicked Weekends, Anuj Talukder, President, Zee Live, said, “We see a vibrant cultural ethos evolving around home-grown music in urban centres across the country. Baleno Wicked Weekends is a platform through which we hope to celebrate and entertain this emerging audience.”

Piyush Sharma

Piyush Sharma, CEO, India and APAC, Living Entertainment, said, “As the most respected food media brand, we at Living Foodz are excited to collaborate with Baleno for launching 'Wicked Weekends'. Living Foodz, with its unassailable leadership position in the broadcast space, is creating yet another consumer touchpoint with its core young urban audience through this year around week-end nightlife celebration.”

Sohrab from Nicholson said, “It's great that newer brands are venturing into the nightlife space and especially the independent music scene. Incredible talent lies hidden and often goes unnoticed in this independent music scene in India. Brands have great potential to support and enable musicians of our country to reach a bigger audience. We are happy to have kick-started Baleno Wicked Weekends and we hope that more musicians and the audience benefit from such endeavours.”

Saba Azad and Imaad Shah of Madboy Mink said, “We're super stoked to have kick-started Baleno Wicked Weekends. It's a great platform to be a part of; it's great to see new brands are relating to the creative energy emerging in the independent music and arts scene in India. It's needed to help promote and push the wonderful work happening across the country; it also helps create a strong culturally progressive identity for the brand. It's a happy collaboration.”

Saba Azad and Imaad Shah of Madboy Mink

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