MUMBAI: Zee5 just hit refresh over the weekend —and it’s speaking your language, literally. The homegrown OTT giant has rolled out a bold new brand identity, tech-fuelled upgrades, and a strategic pivot that’s rooted in regional pride, promising to be India’s most culturally authentic streamer yet.
With its shiny new tagline Apni Bhasha, Apni Kahaniyan (My Language, My Stories), Zee5’s relaunch isn’t just cosmetic. It’s a full-throttle shift to a language-first, audience-personalised platform designed to woo viewers from every Indian pin code—and beyond.
From slick new UI/UX features and AI-powered recommendations to storylines inspired by folklore and forgotten heroes, the platform is now structured around three pillars: content, experience, and affordability. Each major Indian language will have its own vertical, with dedicated teams creating hyper-local narratives that speak straight to the heart.
The streamer’s language packs start at Rs 120/month, while the Hindi + Punjabi + Bhojpuri bundle comes in at Rs 220/month. The all-access plan, covering everything from Bengali thrillers to Tamil dramas, is pegged at Rs 320/month. Annual variants are on offer too.
Upcoming titles include:
* Detective Sherdil and Chhal Kapat: The Deception (Hindi)
* Sattamum Neethiyum (Tamil)
* Maarigallu (Kannada)
* Mothubaru Love Story (Telugu)
* Aata Thambhahya Naay (Marathi)
* Vibhishan (Bengali)
* Inspection Bungalow (Malayalam)
“Our new brand identity marks a pivotal step in our journey to become a deeply personalized, language-first platform that mirrors the diversity of Indian audiences,” says Zee Entertainment Enterprises Ltd (Zeel) president digital businesses and platforms Amit Goenka,. “Our strategic focus is clear - strengthen our footprint across India and global markets, deepen engagement through culturally relevant storytelling, and continue building a tech-enabled, scalable platform that’s personalized and intuitive. It’s a cultural shift in how consumers discover, connect with, and consume Indian entertainment globally."
Zeel chief marketing officer Kartik Mahadev added: “Our brand campaign with the tagline Apni Bhasha. Apni Kahaniyan is rooted in the idea that language is belonging, a celebration of a deeply personal emotion. A story told in your language feels like it’s lived in and not just watched. Going across seven languages, this multi-lingual campaign is designed to resonate with large and small towns alike, including tier two , tier three cities as well as with global audiences. Rooted in our language-first content strategy and hyper-local personalization, this campaign brings to life Zee5’s belief that in your language, stories are endless.”
Zeel chief content officer Raghavendra Hunsur elaborated: “At Zee5, we’ve always believed that powerful storytelling begins with deep cultural insight. We’re deeply committed to serving audiences that have historically been underserved. By leaning into their realities, their languages, and their everyday stories, we’re expanding not just what we create-but who we create it for. Whether it’s long-form originals, short-form bites, or experimental formats, our goal is to delight viewers on their terms. This isn’t just a content strategy-with our language packs rollout, we are placing language at the centre of discovery, access, and engagement."
Zee5’s reboot to Z5 aligns with parent company Zeel’s larger brand promise, “Yours Truly, Z”, and underscores the platform’s evolution into a truly Indian, truly inclusive digital home for stories in every shade and syllable.
Watch the brand film here: Z5 – My Language, My Stories.