MUMBAI: India’s biggest television media company, Zee Entertainment Enterprises Ltd (Zeel), is turning “cool”, in a major rebranding exercise that aims to reflect the progressive outlook of its channels.
The need for change has come after a gap of six years, a period in which the television landscape has changed dramatically and the reach has exploded.
Zeel has coined the tagline ‘Umeed Se Saje Zindagi‘’ for all its channels (barring the sports channels) and sported a new corporate brand identity.
Behind the new look is the company’s objective to take forward a progressive outlook.
Unveiling the new brand identity for flagship Hindi general entertainment channel Zee TV, Zeel MD and CEO Punit Goenka said he believes that the time is right to “infuse renewed freshness into the brand and reflect an identity that truly articulates our spirit.”
The essence is captured in the new tagline. “The new positioning is about a celebration and vindication of a woman’s emerging beliefs and a reflection of her changing hopes, dreams and optimism,” said Goenka.
The new logo is designed by the in-hose team at Zeel, based on the creative inputs from its agency Draft FCB-Ulka.
The aqua blue colour new logo features a stylish font. Zeel said that the new age design with its upward flourish signifies the upward movement of desires and wishes.
The abstract form of the ‘Z’ and vibrancy of aqua blue bring in modernity and freshness to the brand.
“The unshackling of the ‘Z’ from the box symbolises today’s woman’s zest for life and confidence to go out in the world beyond her home. The overall design has a progressive feel and reflects the idea of looking into the future with hope and depicts a more dynamic and spirited outlook. The rainbow of hope is a very important element of the new packaging. It is colourful, ethereal and symbolically emphasizes the promise of ‘Umeed Se Saje Zindagi’… celebrating hope and life,” said Goenka.
Draft FCB-Ulka has also developed the new corporate brand TVC. Produced by Equinox, the TVC captures “the sky” in “our canvas”. This was brought through by the protagonist in the TVC—the girl-child—and her desire to succeed. It’s a metaphor for the woman, echoing the emerging paradigms with fresh beliefs and a zest for life.
The film is directed by ad film-maker Ram Madhvani while the music is composed by Rajat Dholakia.
The new logo, packaging and positioning was unveiled in the event ‘Umeed ka Naya Chehra’ on 19 June at 9 pm.
Zeel is also kicking off a 360 degree advertising campaign to promote the new brand identity.
