ZEE5 launches India Utsav in Middle East

ZEE5 launches India Utsav in Middle East

ZEE5 Global, among the world’s leading streaming platforms for South Asian content, has partnered with the LuLu Group for India Utsav celebrations.

In the Group’s first-ever simultaneous region-wide launch of its celebration of the 75th anniversary of Indian Independence – Azadi Ka Amrit Mahotsav, the “India Utsav” was launched at the same time across the GCC countries on 15 August 2022 at LuLu headquarters in Dubai and Al Wahda Mall in Abu Dhabi.

The festival was inaugurated by H.E. Sunjay Sudhir Indian Ambassador to the UAE, alongside Yusuff Ali, Chairman and Managing Director of LuLu Group International, Archana Anand, Chief Business Officer of ZEE5 Global, the official partners of this promotion, and other top officials and government authorities at LuLu Hypermarket Al Wahda Mall, Abu Dhabi.

Sudhir said: “We are delighted to note that LuLu Group is celebrating the India Utsav across all their stores on the historic occasion of Azadi Ka Amrit Mahotsav and I thank LuLu Group for always promoting India and Indian products through their hypermarkets.

“No doubt initiatives such as this will go a long way further promoting the trade ties between India and UAE.”

Yusuff Ali said: “Needless to say, India is very close to my heart and mind emotionally. On the occasion of the 75th Independence Day, I would say that the country is an emerging economic superpower, and the visionary foreign policy of PM Modi has led to stronger India-GCC ties and the UAE is emerging as one of India’s staunch business partners.

“I believe strongly that the LuLu Group can be a key player in this vision of the future for India.”

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“India Utsav” is a retail festival that brings alive the three Cs of the Indian experience at LuLu: Culture, Commerce and Cuisine. It showcases the close commercial ties UAE enjoys with India.

In celebration of 75 Years of Indian Independence, the "India Utsav" will present a unique immersive shopping experience at LuLu with regional food trails, celebrity visits organised by ZEE5 Global and amazing promotions and offers on every category from fresh food to grocery to lifestyle and fashion wear in time for the festive season to follow.

“Apart from product promotion, India Utsav will also showcase rich cultural diversity of India through many shows, competitions and celebrity visits during the campaign period,” noted V. Nandakumar, Director of Marketing & Communications, LuLu Group.

This year, LuLu has partnered with ZEE5 Global, the world’s largest platform for South Asian entertainment. As part of the initiative, ZEE5 will be flying in popular actor Sonali Bendre to meet and greet with fans in the UAE.

Archana Anand, Chief Business Officer, ZEE5 Global said: “It’s a highly exciting time for ZEE5 Global as we have galloped ahead to become the No.1 streaming platform for South Asian content across multiple global markets, including the Middle East.

“We now look forward to continuing to build on this success through multiple local initiatives and on the back of our compelling content, further deepening our connection with South-Asian audiences here, we are thrilled to partner with LuLu for their India Utsav celebrations. This marks the continuation of a wonderful and deep relationship with them, and with the region.”

Shoppers at LuLu Hypermarkets across the GCC will also win a free annual subscription to ZEE5’s for every purchase of AED 1,000 and above; and a free one-month subscription or a 50 per cent discount on yearly subscription for every purchase of AED 100 and above.

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Highlights of India Utsav:

  • Special stalls to promote Indian handicrafts, khadi products, Kashmir products, etc

  • Indian Food Festival to showcase different state cuisines and snacks.

  • Daily cultural shows and competitions.

  • Free subscriptions of ZEE5.

Kicking off Indian festivals

“India Utsav” will herald LuLu’s celebration also of India’s busy festival months with a series of celebrations, LuLu India Utsav Deals for Indian Independence Day (from Aug 11th – Aug 17th), Janmashtami Specials (Aug 17th – Aug 18th), Ganesh Chaturthi (Aug 25th – Aug 30th), Onam (Aug 30th to Sept 8th), Navratri – (Sept & Oct), and culminating with Diwali (End of Oct).

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