ZEE TV: `Sa Re Ga Ma Pa 2012’ partners with Provogue

After a very successful collaboration with sportswear brand, Reebok on the Dance India Dance apparel range, Zee TV has announced its latest merchandising and licensing deal with fashion powerhouse, Provogue. Zee TV has created many iconic brands over the last 20 years and licensing has become an integral form of marketing and brand extension. The association with Provogue for its music reality show, ‘Hero Sa Re Ga Ma Pa 2012’ takes its merchandising and licensing initiatives to an all new level.  The exclusive clothing line was showcased at the Provogue store in Infinity Mall, Mumbai with Arshpreet, Jasraj and Padmanav from Zee TV’s ‘Sa Re Ga Ma Pa 2012’ enthralling the audiences with their spectacular performances and a ramp walk by well-known models.

Provogue is the official wardrobe partner to the first-ever musical talent hunt show on Indian television. Celebrating the success and grandeur of ‘Sa Re Ga Ma Pa 2012’, Provogue has designed a clothing line that reflects the multi-faceted persona and panache of the contestants. Just as Zee TV has always put the spotlight on young singing, acting and dancing talent, Provogue has acknowledged and lent the much needed support and awarded deserving talent over the years. This exclusive apparel range will retail in 131 Provogue outlets across the country.

Akash Chawla, Head - Marketing, National Channels, ZEEL, says “‘Sa Re Ga Ma Pa’ is a cult programme on Indian television which, over the last 18 years, has generated a huge following. The programme is iconic in its appeal. Our partnership with Provogue has led to building an even stronger relationship with our viewer base. With unmatchable quality and unique variety, Provogue’s new line provides its customers a choice that is an ideal brand extension. The contestants are already known for their distinct vocal styles and now, wearing Provogue’s collection will only add to their personality making them fashion icons as well.’

“We are also constantly seeking out varied and innovative product extensions that match our brand identity. These partnerships are an essential part of the business in both producing revenue and reinforcing a sense of fan identity and belonging. This will enable us to extend our brands into new product categories to drive strategic growth for the brand,” he adds.

Nikhil Chaturvedi, MD, Provogue said, “These young talent epitomize the inspirational modern India. They are achievers and have a bright future ahead of them and a will to win. The collection is specially designed for the ‘Sa Re Ga Ma Pa 2012’ contestants keeping in mind their personalities and also the fact that these youngsters are the face and voice of the nation. Provogue recognizes this and would like to support their talent by styling them and instilling the much needed confidence in the contestants.”

It may be mentioned here that Zee TV, the flagship channel of Zee Entertainment Enterprises LTD was launched in October 1992. With a reach of more than 168 countries and access to more than 650 million viewers globally, Zee TV has created strong brand equity and is the largest media franchise serving the South Asian Diaspora. Realizing its strength in programming and the need for Indian entertainment in the overseas market, it launched Zee TV in the UK / Europe (1995), the USA (1998), Africa (1998) and is available across five continents. Nearly two decades since its launch, Zee TV has driven the growth of the satellite and cable industry in India. The popularity of Zee arises from its understanding of Indian culture and beliefs which are depicted in its programming.

 Zee TVs programming delivers a variety of choices for all segments of the audience, including primetime drama series, television movies, theatrical films, specials and daytime dramas. A frontrunner in bringing innovative programming to its viewers, the new positioning with the brand slogan ‘Umeed Se Saje Zindagi’ is about a celebration and vindication of a woman’s emerging beliefs and a reflection of her changing hopes, dreams and optimism. Since its inception, the channel has introduced ground-breaking programming like Just Ek Minute, Saapseedi, the popular game shows, Tara, Banegi Apni Baat, Antakshari and blockbuster programming like Sa Re Ga Ma, Dastaan, Chattan, Hasratein and Sailaab. All these programmes proved to be major successes with local audiences and set benchmarks for television. Other original programming includes Zee Horror Show, X-Zone, Saturday Suspense, Rishtey along with dramas like Amaanat, Ashirwaad, Basera, Koshish Ek Asha and Mehendi Tere Naam Ki.

Today the channel has a multi-genre offering and is living up to its image of being a socially conscious channel. With path breaking shows like Hasne aur Hasane Ka Tonic Ladies Special, Agle Janam Mohe Bitiya, Hi Kijo, Aapki Antara, Pavitra Rishta, Shree, Maayka, Ghar ki Lakshmi Betiyann and Sa Re Ga Ma Pa L'il Champs, the channel has established icons such as Laali, Archana, Antara, Lakshmi and Saraswati to name a few. Zee TV also carries the proud tag of being the pioneer of the musical show, Sa Re Ga Ma Pa and dance reality show, Dance India Dance.

It may also be mentioned that Provogue is a fashion & lifestyle retail business owned by Provogue (India) Limited, a public company listed on the Mumbai and National stock exchanges. The Provogue Brand was developed and launched in 1998 as a Menswear fashion range of contemporary clothing with a styling that made it relevant for the Indian market and quickly established leadership. Over the years the Brand has evolved into a comprehensive collection of men’s and women’s fashion apparel and accessories and has won numerous awards throughout its history. In 2012, Provogue fashion collections are available through over 300 doors across 83 cities pan-India.

The Provogue brand continues its heritage as India’s leading Fashion Lifestyle Label, powered by an innovation-led approach to cutting edge design and quality within inspiring retail formats. Most recently Provogue has introduced a range of fashion watches, footwear, innerwear, sunglasses, and deodorants etc. to compliment the collections.