Zee unveils new corporate brand identity
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Last Updated: Monday, June 20, 2011, 00:38
Mumbai: Media conglomerate Zee Group has unveiled a new brand identity featuring a new logo and a slogan to reflect the thoughts of the younger generation.

Under this initiative, all Zee channels -- except sport channel -- will bear a new aqua blue logo and a new slogan -- 'umeed se saje zindagi'.

"We believe the time is right to infuse the renewed freshness into the brand. The new positioning is about a woman's emerging beliefs and a reflection of her changing hopes, dreams and optimism," Zee limited managing director and CEO Punit Goenka told reporters here.

The logo has been developed by an in-house team and the channel has closely collaborated with its creative agency draft FCB-Ulka to develop a new corporate brand television commercial.

The company will undertake a 360-degree campaign for its new brand positioning. Goenka said the company has invested Rs 10 crore alone on creative aspects and the entire project will run into a few hundred crore.

As part of the brand relaunch, Zee TV will premiere two new shows in addition to a reality TV show.

Zee network, launched in October 1992, reaches more than 500 million viewers globally across more than 167 countries. The group runs a general entertainment channel (GEC), movie channels and regional channels among others.

Recently, Zee's competitors Star had also unveiled its new logo and brand repositioning. Interestingly, Star's GEC channel Star Plus now focuses on the young Indian, especially women. It also unveiled its new tag line 'Rista Wahi Soch Nayi'.

Older GECs like Star Plus, Zee TV and Sony have been facing tough competition from new entrants like Colors and Imagine. In such a scenario,keeping the brand alive in the minds of the viewers becomes really important, say media analysts.


First Published: Monday, June 20, 2011, 00:38

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