MUMBAI: Media conglomerate Zee Enterprises Entertainment Ltd (Zeel) will unveil on 19 June a new brand identity that will feature the network’s new logo, packaging and positioning.

Zeel has engaged more than one creative agency in designing the brand’s new positioning, according to a person close to the development.

The new brand identity will seek to define the role, essence, promise and personality of Zee TV, Zeel’s mother brand and flagship Hindi general entertainment channel.

The network has lined up a below-the-line (BTL) activity for viewers across the globe to be a central part of its new brand identity exercise.
 
Zee TV will mobilise millions of viewers from across the globe to make them participate in unveiling the logo in Mumbai.

“This is a never before done initiative. In India alone, we will be touching over a million viewers and few lucky viewers will be invited for the mega celebrations in Mumbai,” Zee said.

In India, viewers from Mumbai, Surat, Lucknow, Kanpur, Varanasi, Meerut, Amritsar, Ludhiana, Indore, Delhi, Jaipur, Ahmedabad, Vadodara, Nagpur and Pune will be a part of the brand identity change.
 
 
“Traditionally, a Bollywood actor or any other superstar endorses a brand’s new identity.But Zeel considers its viewers to be an integral part of their growth since its inception. Zeel’s A-list celebrity is its viewer,” the company said.

The media duties of the agency is handled by Mediaedge:cia (MEC), while Draftfcb Ulka has the creative mandate.