Television

Zee Kannada unveils new brand proposition

It also announced the launch of its HD channel

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MUMBAI: Zee Kannada has unveiled a new brand identity and launched its HD version. The launch took place in a grand ceremony at the Zee Kutumba Awards 2018.

Based on the insights from extensive consumer research, Zee Kannada understood that the Kannadiga woman has always been nurturing and caring, but her canvas of expression for ages was limited to a homemaker. The network has revealed its new brand proposition, 'Bayasid'dha Bāgilu Tegiyōṇa', which translates to “Open Doors to Possibilities”, to inspire viewers, especially women, to take initiatives and rise above circumstances to craft their own destiny.

Zee Kannada business head Raghavendra Hunsur said, “Over the last 12 years, Zee Kannada has earned the dominance of being the entertainment hub in the Kannada television market. With a refreshed brand purpose, we strive to inspire our viewers to break their barriers and look beyond their limits to achieve the unachievable. Synonymous with the Kannadiga pride, Zee Kannada will stimulate women with progressive and onward-looking entertaining content, featuring bold and determined characters that echo the channel’s new brand image. We are bringing new shows and extending our prime time shows on weekends to amplify the viewing experience. Our fiction shows will be taking dramatic turns to bring alive the brand proposition and the journey going forward is going to be very exciting and inspiring.”

He added, “We are also glad to announce on this occasion the launch of Zee Kannada HD, which was much desired by our viewers and we are hoping to enhance their content viewing experience further with the HD channel.”

Echoing the new brand positioning of Zee Kannada, the channel will undergo a transformation with the key existing fiction and non-fiction shows. Kamali, Brahmagantu, Jodi Hakki, Subbalakshmi Samsara, Sa Re Ga Ma Pa Season 15, and Shree Vishnu Dashavatara will witness significant plots that would bring alive the brand promise. A new fiction show launch is scheduled for later this year – Paru, the story of a poor girl falling in love with a rich boy and having to overcome limitations in a home that thrives in a strong class conflict scenario.

As part of this campaign, Zee Kannada will bring to life its refreshed brand promise with a brand film that showcases a housewife who breaks the limits in her mind and learns how to ride a two-wheeler, to get her daughter to her tuition classes on time; how her husband is supportive of this decision of hers and how this new opportunity contributes to the betterment of the family, forms the crux of the film. The background score to the film has been sung by Bombay Jayshree.

Zee Kannada refresh is accompanied by a brand-new logo, and a refreshed look for the channel on-air, as well as off-air. Zee Kannada’s new logo and packaging is based on the theme of radiance that transforms, bursting with inspiring energy, enthusiasm and warmth.

The campaign breaks with an extensive multimedia plan, unfolding across television, trade, print, radio, outdoor, mobile, cable, digital and on-ground events, for over 8 weeks, covering the length and breadth of Karnataka – all 30 districts, including 8 major towns, ensuring a top-of-mind recall in the minds of the audience.

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