ZEE5’s Hyper-personalisation Campaign for Indian content market

Indian OTT player ZEE5 India partnered with Appier to launch a renewal campaign for lapsed subscribers and a cart abandonment campaign for people already in the subscription process.

ZEE5 India is the digital entertainment destination launched by Zee Entertainment Enterprises Limited (ZEE), a global Media and Entertainment powerhouse. It is India’s fastest growing ConTech brand with content available across 12 languages including English, Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Oriya, Bhojpuri, Gujarati and Punjabi. ZEE5 is home to 1.25 lakh hours of On Demand Content and more than 80 live TV channels. The platform brings together the best of Originals, Indian and International Movies and TV Shows, Music, Kids content, Cineplays, Live TV and Health and Lifestyle content all in one single destination. ZEE5 offers ground-breaking features like 11 navigational languages, content download options, seamless video playback and Voice Search.

ZEE5 India partnered with Appier to launch a renewal campaign for lapsed subscribers and a cart abandonment campaign for people already in the subscription process. By using AIQUA, Appier’s proactive customer engagement platform, the team could create, edit and launch campaigns at any time to meet viewers’ specific needs.


ZEE5 India has had exponential growth since its launch in 2018, now serving more than 11.4 million peak daily users as of Dec 2019. It continues to focus on attracting and retaining customers. As the audience has grown and their interests have become significantly diverse, ZEE5 India wants to understand audiences at an individual level so it can hyper-personalise the most relevant and preferred content at the time they are most likely to consume it. This involves leveraging viewer data as effectively as possible to understand where people are in the customer lifecycle and their content consumption behaviour. With these insights, ZEE5 India can define and deploy a strategic mix of communication channels, content and consumption time to ensure high acquisition, consumption and retention rates.


Diverse demographics of viewers: ZEE5 India serves up to 11.4 million users across 12 languages daily.

Varied content categories: ZEE5 offers content including movies, web series, original shows, TV shows, short videos and news.

Fierce competition: There are more than 30 OTT players and therefore providers are wrestling to get time and attention from viewers.

Appier’s Solutions

Streamline data efficiently: Appier helped ZEE5 India streamline data sources and align AIQUA’s features to ensure thoughtful and relevant customer engagement.

Drive multichannel engagement: ZEE5 India implemented AIQUA to drive engagement across all devices and all channels.

Engage at every key point of the customer journey: After releasing two blockbuster films, ZEE5 India started to run critical engagement campaigns focusing on critical moments in the customer lifecycle journey.

“At ZEE5 India, we are committed to excellence when it comes to both our product and customer service, and we are always looking for partners who can use technology as the disruptor to help us achieve this,” said Vani Dixit, Head of Customer Lifecycle Management, ZEE5 India. “To engage with and stay relevant to our customers, we need to leverage data efficiently using AI to better understand and reach them at times when they are most likely to take action. Along with Appier, we reimagined how we make consumers’ content viewing experience hyper-personalised. As India’s largest producer of original content, it is our endeavour to make the consumer’s journey on to the ZEE5 platform intuitive and provide them with a seamless content viewing experience.”