Zee unveils new corporate brand identity
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
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
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