Draftfcb Ulka Executes Re-Branding Initiative for Zee TV

Mumbai : Zee TV, the flagship Hindi general entertainment channel, is gearing up for the future with its new rebranding and positioning initiative. Given the high stakes in the genre and Zee’s strong position, it is time again for Zee TV to infuse renewed freshness into the brand, regain mindshare, trials and loyalties.

Zee and Draftfcb+Ulka worked closely on this ‘Zee Refresh’ task. A strategic approach to the exercise involved category and brand immersion for which Draftfcb+Ulka deployed its proprietary studies like WomanMood, research and planning tools like Mind & Mood, Litmus and VIP across key Hindi-speaking TAM markets to understand the changing socio-cultural landscape and the entertainment environment, in turn identifying trends and viewer expectations.

Some key learning about the core consumer: the Indian woman.

The single biggest trend among Indian women: Newer paradigms powered by fresher beliefs .There is a relatively slow change in her realities. However her aspirations and optimism are growing for herself and her children.

Older Paradigm: Passively deriving her self-worth from her home, her report card.Emerging Paradigm: Actively seeking an identity in the world beyond with hope & confidence

Older Paradigm: Dreaming only through her children and family . Emerging Paradigm: Pursuing a few dreams of her own . Older Paradigm: A fatalist who meekly accepted life . Emerging Paradigm: An optimist looking ahead at opportunities

With its longstanding heritage and strong connect, Zee can bridge the gap between the older and emerging paradigms and champion new beliefs through its stories and characters.

This, in fact, has been the story of Zee TV’s own success. Serials such as “Saat Phere,” “Betiyaan,” and “Kasam se” caught the pulse of the changing ethos rooted in socio-cultural issues.

Present day shows such as “Pavitra Rishta,” “Dance India Dance,” “Jhansi ki Rani,” and “Agle Janam Mohe Bitiya hi kijo” champion an emerging value: It is not about where you come from or where you fall, it’s about your belief that you can get back and shape your life the way you want it.

This insight defines the essence of brand Zee TV captured in the new brand slogan “Umeed Se Saje Zindagi.”

Taking this forward to the viewer is the new brand TVC, brand slogan and channel identity.

The New Identity :The new logo, with its upward flourish, signifies the upward movement of desires and wishes. The unshackling of the ‘Z’ from the box symbolizes today’s woman’s zest for life and confidence to go out in the world beyond her home. The abstract form of the ‘Z’ and vibrancy of aqua blue bring modernity and freshness to the brand. The overall design has a progressive feel, signaling a new world filled with new hopes.

The Rainbow—colorful, ethereal—symbolically emphasizes the promise of Umeed Se Saje Zindagi… celebrating hope and life.

The Brand TVC : A differentiated brand proposition needs a differentiated execution strategy. This was brought through by the protagonist in the TVC—the girl-child—and her desire to succeed. She is a metaphor for the woman, echoing the emerging paradigms, fresh beliefs, and a zest for life.

Lending credibility and her soulful voice to this tribute, along with noted playback singer Kavita Seth, is Snidhi Mishra, the young girl from Orissa who is also a Saregamapa prodigy. What can be a better tribute and brand fit than Saregamapa, a platform for unknown singing talent to unleash their skill and realize their ambitions?

The film is directed by one of India’s highly acclaimed ad film-makers, Ram Madhvani. The music is composed by Jukku aka Rajat Dholakia, a national award-winning music director who has composed for over 300 jingles and several movies.

“The two key elements we needed to get just right were the casting of the main girl, and a very real, believable pitching of the story,” said KS “Chax” Chakravarthy, National Creative Director, Draftfcb Ulka. “Ram did a superlative job, and Jukku’s wonderful track was the icing on the cake, lifting the simple, powerful lyrics to a whole new level.”

The rebranding launch will open with a campaign revealing the logo through a major on-ground activation where viewers of Zee come and unveil it. This event will be televised and the logo bugs of all Zee channels will change at once. Taking advantage of the buzz created, Zee TV will launch two new shows to keep viewers engaged. The excitement leading up to the launch will start a week earlier with the core thought ‘Umeed’ integrated in the storylines to resonate with the new brand slogan and maximize impact at the time of unveiling. The brand TVC is supported by an extensive surround campaign across multiple touch points.

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