Zee TV, India’s leading and oldest Hindi General Entertainment Channel (GEC) has, over the past 25 years, fostered relationships with viewers through its content mix. Noticing a consistent dip in viewership, Zee TV wanted to re-recruit the great Indian middle class whose opinions are widely influenced by television content. Thus, was born ‘Aaj Likhenge Kal’ (Writing the Future Today), a national campaign that nudged viewers, through its refreshed content philosophy, to create positive change in the society for an extraordinary tomorrow. While it involved an overhaul of Zee TV’s programming, the integrated communications campaign spread the word about Zee TV’s mission using public relations, advertising, digital, social and consumer engagement. The activity saw the channel reach 475 million viewers for its newly launched progressive shows (‘Kaleerein’ and ‘Aap Ke Aa Jaane Se’) while ensuring that 318 articles covering the brand repositioning focused on Zee TV’s commitment to its viewers. Overall, the campaign garnered 245+ million impressions through print, broadcast, online and social media alone.