Zee TV unveils new Corporate Brand Identity 'Umeed Se Saje Zindagi'

Mumbai: Zee TV, India’s leading Hindi entertainment channel, announces a new brand identity featuring a new logo with a slogan ‘Umeed Se Saje Zindagi’ with the objective of taking forward a progressive outlook for the channel. Under this initiative, ZEEL MD & CEO, Punit Goenka shared a first look of the new brand identity for its flagship Hindi entertainment channel, Zee TV, at a press conference in Mumbai. The new logo, packaging and positioning was unveiled in the event ‘Umeed ka Naya Chehra’ that will be telecast on 19th June 2011 at 9 pm on Zee TV.

Launched in 1992 against the backdrop of post-liberalization with its social, cultural and economic upheaval, Zee brought a new meaning to entertainment in India. It created a revolution in entertainment broadcast technology with its content, which mirrored the common man’s life and dreams. Eighteen years later it stands tall as a leading player in India and the largest Indian entertainment network in the world. Zee TV shares a very strong emotional bond with its viewers. It has endured due to its ability to innovate and keep pace with changing times and expectations. A reflection of the adage that tomorrow belongs to those who prepare for it today.

With its longstanding heritage and strong connect, Zee TV has bridged the gap between the older and emerging paradigms and championed new beliefs through its stories and characters. Zee TV shows like Saat Phere, Betiyaan, 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, 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’.

Speaking on the occasion, Punit Goenka, ZEEL MD & CEO said, “We believe the time is right to infuse renewed freshness into the brand and reflect an identity that truly articulates our spirit. 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. This essence is very well captured in the line, ‘Umeed Se Saje Zindagi’. Since its launch, Zee TV has always showcased content that made the common man its superstar. As it heads to a new look, we acknowledge their contribution in making us India’s leading GEC and unveiling our new brand identity would have been incomplete without them. The bond the channel has built over the last two decades will be strengthened by involving our viewers in revealing the new logo and giving them a sense of ownership.”

“Zee TV’s programming has always been one where our viewers forge strong friendships with our characters and create great memories while sharing quality time with their families. Content created for the entire family is what sets us apart from others. Keeping with this DNA of the brand, Zee TV premieres two new shows, Shobha Somnath Ki and Mrs Kausik Ki Paanch Bahuein on 20th June at 8 pm and 10 pm respectively. India Ke Jaanbaaz is another upcoming reality show with real heroes that will make the common man a superstar.”

Developed by the in-house team, Zee TV’s aqua blue colour new logo features a stylish font. 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 symbolizes 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,” says Goenka.

Zee TV has closely collaborated with its creative agency Draft FCB-Ulka to develop the new corporate brand TVC. Produced by Equinox, it captures that the sky is 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. Lending credibility and her soulful voice to this tribute along with noted playback singer Kavita Seth, is Snithi Mishra, the young girl from Orissa who is also a Sa Re Ga Ma Pa prodigy. The film is directed by one of India’s highly acclaimed ad film-maker, Ram Madhvani. The music is composed by Rajat Dholakia a national award winning music director who has composed for over 300 jingles and several movies.

The Network undertook the biggest BTL activity for viewers to be a central part of its new brand identity exercise. It mobilized millions of viewers from all around the world to make them feel special and participate in unveiling the logo at the ‘Umeed Ka Naya Chehra’ event in Mumbai. Zee TV’s new brand identity is being launched with a powerful advertising campaign and a 360° media approach.

As the preferred channel for viewers and advertisers, Zee TV continues to grow and evolve, increase brand loyalty and lead content innovation. Zee TV is driven by creativity and innovation, yet still deeply rooted in Indian heritage and values. Consistent with the spirit of ZEE TV, the new brand identity ‘Umeed Se Saje Zindagi’ is by the viewers, of the viewers and for the viewers.

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