Television

Zee TV evolves its core proposition

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MUMBAI: It was in June 2011, when Zee TV announced a new brand identity featuring a new logo with a slogan ‘Ummeed Se Saje Zindagi’, conveying a progressive outlook for the channel. And keeping abreast with time, the channel has added another layer to its core proposition, making it even more relevant to everyday life scenarios that its viewers are faced with.

Zee TV’s new brand slogan ‘Har Lamha Nayi Ummeed’ captures the beauty of rediscovering a new ray of hope with every moment of life.

The new identity was unveiled by ZEEL MD and CEO Punit Goenka at Zee Rishtey Awards 2014.

Speaking on the new packing, Zee TV business head Pradeep Hejmadi said, "Zee TV’s core proposition of ‘Ummeed se saje Zindagi’ was about a celebration and vindication of a woman’s emerging beliefs and a reflection of her changing hopes, dreams and optimism. This essence was embodied by each of our protagonists who emerged as role models and harbingers of hope for the masses. In that sense, Zee TV will always stand for Ummeed. It is the articulation that will change to reflect the changing times. Today, with India poised for growth, there is a feeling of ‘a new hope, every moment’.  Zee TV’s new slogan ‘Har Lamha Nayi Ummeed’ captures this spirit and its brand philosophy as also its content will reflect the same!”

The new packing is designed and developed by design studio Les Telecreateurs. Zee TV’s aqua blue logo now makes way for a deeper shade of blue, lending it a stronger, more dynamic edge. The new motif of the packaging is a spinning top, originally derived from the left top portion of the ‘Z’ itself. It spins, taking the form of a beautiful flower-like element. Here, each spine is perceived as a new lamha. “Every show of Zee TV is a new lamha, a new emotion, a new sense of exuberance, a new cherishable moment. And from this thought stems the new brand slogan ‘Har Lamha Nayi Ummeed’. The color scheme of the new packaging is further fine-tuned to a strong blue for weekday fiction shows evoking the faith and trust of our viewers, yellow for weekend fiction signifying warmth and optimism, orange for weekend non-fiction that stands for cheer, confidence and celebration. The red packaging for movies and events represents excitement and youthful energy,” added Hejmadi.

Zee TV has rolled out a 360-degree marketing campaign across Hindi speaking market (HSM) to unveil the new identity. The creative agency, FCB Ulka, has conceptualised a simple yet memorable visual device of ‘fingers crossed’ to bring alive the new proposition. The channel has also brought on board ace music composers, Salim Sulaiman, to compose a very upbeat and memorable audio pneumonic to bring alive the essence of the new brand proposition.   

In the wake of this brand refresh exercise, the channel will call out to its viewers to share their ummeed stories – slices of their life that will go on to inspire content on Zee TV as well as be showcased on digital platforms. Some of the most impressive, crowd-sourced stories will even be curated into a book by a best-selling author. Zee TV also plans to encourage its viewers to begin contributing videos of their acting, dancing or singing to an online talent repository, with gratification for the best entries every single month.

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