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It is great for youth to have a safe space, says Siddhant Chaturvedi

It is great for youth to have a safe space, says Siddhant Chaturvedi

Bollywood actor Siddhant Chaturvedi recently became the face of Channel Zing and said the brand understands the vibe of Gen Z. He added that the young generation helped him stay on top of his game as an actor.

The 29-year-old actor started his career in 2017 by playing a teenage cricketer in the Amazon Prime Video show 'Inside Edge'. He said the Channel Zing campaign gave him a chance to vibe with his tribe which is GenZ.

He said the aspect of GenZ not being understood is very real. "I felt the same when I started out. It was my tribe that helped me keep my head in the game through that phase. That is why instantly connected with Zing's campaign".

The actor added that it is great that youth have a space that celebrates them and vibes with them. Zing's new campaign 'Apni Vibe, Apni Tribe' is meant to deliver captivating modern stories through music, movies, and series.

Speaking about his association with the brand, he said his introduction to the world of music was through Channel Zing. "That makes this partnership even more personal".

Vishnu Shankar, Chief Cluster Officer, Zing, &TV and Big Magic, said Zind is India's foremost youth entertainment channel and prides itself on having its finger on the viewer's pulse. After extensive interactions with the youth across India, we repeatedly heard the emotion 'no one understands us but we are expected to understand others without being understood', said the CCO.

He added that Channel Zing found its purpose in addressing that feeling. "The latest campaign highlights those key moments in which GenZ feel ignored and misunderstood". We wish to create an environment where the young generation truly feels this is their space.

Arghya Roy Chowdhary, Chief Channel Officer - Music Cluster, added that GenZ is the largest population segment in India. "We want to reinforce that we are an extension of the GenZ tribe. We are a channel that mirrors their life and lets them be themselves".

Channel Zing is set to start the new campaign on May 25 with a brand film.

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