Zing revamps brand strategy and channel packaging to appeal to Gen Z

Zing revamps brand strategy and channel packaging to appeal to Gen Z

Its new brand purpose is encapsulated in the phrase ‘aap nahi samjhoge’.


Mumbai: Youth entertainment channel Zing has unveiled a new logo, channel packaging, brand ambassador and campaign. The channel has roped in Siddhant Chaturvedi to drive its campaign messaging aimed towards Gen Z audiences.

“Zing’s brand purpose stems from Gen Z’s feeling of perpetually not being understood, commonly expressed by them as ‘aap nahi samjhoge’,” said the statement.

Zing’s revamped programming includes music slots that showcase Punjabi, Indie-Pop, foot-tapping party songs as well as evergreen hits. It will also bring popular Korean Dramas in Hindi for its young viewers. The channel is set to launch the 13th season of their popular show Pyaar Tune Kya Kiya that has completed 12 seasons in eight years. Also, returning will be the new season of Zing’s gamified chat show Game On which features popular cricketers. The first season featured elite cricketers like Yuvraj Singh, Harmanpreet Kaur, and Shikhar Dhawan amongst others. Zing is planning to launch an exciting line-up of digital-first content.

“Zing is India’s foremost youth entertainment channel and we pride ourselves on having our finger on the viewer’s pulse,” said Zing, &TV and Big Magic chief cluster officer Vishnu Shankar. “Our extensive interactions with youth across metros and tier 1 and tier 2 cities revealed a common grouse – ‘Koi nahin samajhta hummein’; we are expected to understand without being understood. This feeling led us to our brand purpose and the latest campaign wherein we highlighted some of the key moments where they feel ignored or misunderstood. At Zing, we wish to create a mahaul where the youth feel this is truly my space, my vibe, my tribe.”

“In India, Gen Z comprises the largest population segment and with our new identity we want to reinforce that we are an extension of their tribe,” said chief channel officer – music cluster Arghya Roy Chowdhary. “We are a channel that mirrors their life and lets them be themselves. With our new positioning in place, all we needed was the right brand ambassador, and given his personality, swag, and ability to connect with the youth, there is no one better than Siddhant Chaturvedi. He is the perfect brand fit! With the campaign kicking off this week we can’t wait for our viewers to experience the all-new Zing.”

“The aspect of Gen Z not being understood is very real and I felt the same while starting out,” said Siddhant Chaturvedi. “It was my tribe that helped me keep my head in the game through that phase which is why I instantly connected with Zing’s campaign. It’s great that youth have a safe space that celebrates and vibes with them. My own introduction to the world of music was through Zing which makes this partnership even more personal and I’m super excited to be a part of Zing’s tribe!”

Zing will kick start its campaign on 25 May with the launch of the brand film featuring Siddhant Chaturvedi.