Zee TV evolves its core proposition

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.


Latest Reads
US$ 4.5 bn expected from IPL rights; SC recommends accounts scrutiny

The Supreme Court on Friday froze all financial transactions between the BCCI and state cricket associations by directing the apex body not to disburse any funds till it resolves to abide by the Justice RM Lodha panel recommendations on reforms by 3 December . The top court ordered that none of...

Television TV Channels Sports
TVS Tyres is co-presenter for Asian Champions Trophy 2016

Continuing its strong connect with sports, TVS Tyres has associated with Asian Champions Trophy 2016 by becoming the co-presenter. The Asian Champions Trophy is one of the premier hockey tournaments, a much sought after annual international competition promising some great hockey action. This...

Television TV Channels Sports
Q2-17: Zee Learn declares maiden interim dividend

The board of directors of the Essel group’s education company Zee Learn Limited (ZLL) have declared a first time ever dividend of 5 percent per equity share of Re 1 each for the quarter ended 30 September 2016 (Q2-17, current quarter).

Television TV Channels Factual & Documentary
Whether BARC action can stop unethical practices?

Whether businesses and industries practice their art of selling fairly although they have 'Fair Practices' training during the academic courses, workshops and several ISO and other certifications? There seems to be the fear of the lawman, and not the law in India.

Television TV Channels Viewership
TV Superhighway: beIN, Yaddo, AfricaXP have joined us, says Magine CEO Ambuj Goyal

CANNES; Magine has secured partnerships with four of the industry’s most exciting sports, documentary and entertainment content providers. Partnerships with beIN, the international media group and owner of MIRAMAX; Yaddo, the new documentary streaming service headed up by former head of The BBC’s...

Television TV Channels Factual & Documentary
Colors emerges strong on strength of Naagin I & II

MUMBAI: One of the top rated shows Naagin Season 2 helped Colors reach a top-ranking position.

Television TV Channels GECs
Pakistan Broadcasters Association to oppose PEMRA Indian content ban

MUMBAI: The Pakistan Electronic Media Regulatory Authority (PEMRA) shocked both Pakistan and Indian broadcasters when it issued an order blanking out  all Indian content from Pakistan’s television channels on 19 October.

Television TV Channels GECs
Sony Pix to telecast 'Jurassic World' on 22 October

Sony Pix will take the viewers on a thrilling, adventurous journey with cloned dinosaurs in their Billion Dollar Premiere property. The channel plans to air Jurassic World on 22 October at 1 pm and 9 pm.

Television TV Channels English Entertainment
Sony AXN scripts deal with Pinewood; buys stake in SVOD service Hopster

Folks at Sony Pictures Television (SPT) are in a celebratory mood. Not only has it signed a six-series deal with Pinewood Television but has also acquired a minority stake in the London-based video subscription service for kids content - Hopster.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories