Punit Misra, CEO, Zee Entertainment Enterprises Limited, Domestic Broadcast Business talks about the unveiling of Zee TV’s new visual identity and brand philosophy, Aaj Likhenge Kal
BY SIMRAN SABHERWAL
In October 1992, an animated blue snake-like creature making its way across a desert to finally form the letter ‘Z’ marked the launch of India’s first home-grown satellite entertainment channel, Zee TV. Today, 25 years later, Zee TV - the flagship channel of Zee Entertainment Enterprises (ZEEL) - has unveiled a new look and brand identity with the tagline ‘Aaj Likhenge Kal’. Says Punit Misra, CEO, Zee Entertainment Enterprises Limited, Domestic Broadcast Business, “As we look forward to the next leg of our journey, it is important for us to continuously reflect the aspirations of the evolving viewer, and inspire them to be their extraordinary self. Aaj Likhenge Kal is a brand and content mantra which will translate into a stronger bond with viewers. We wish to walk along the life journeys of our viewers and nudge and support them to pro-actively take control of their destinies. Zee TV’s evolution of its brand proposition is a part of a larger brand refresh exercise for our organization.”
The broadcaster has collaborated with ML-N, the brand consultancy of Martin Lambie-Nairn, for the new visual identity. Says Prathyusha Agarwal, CMO, ZEEL, “In the new design, the word and symbol is the same. The need to write the channel name and have a symbol is solved with a circle. The circular logo denotes the inclusive philosophy. The orange colour represents the inner glow or radiance that emanates from within - a symbol of positivity and confidence that the brand echoes. Our brief to ML-N was to create something which can sustain for 100 years and they have delivered on the brief as the new logo design conveys simplicity and elegance in design.”
A 360-degree marketing plan has been rolled out with special emphasis on Radio and OOH. On Radio, a property called Aaj Likhenge Kal has been created on BIG FM wherein artists will share their stories and viewers will be encouraged to take a pledge on their ‘kal’ aspirations today. In addition, mobile vans with LED lit installations of the new logo will be strategically placed and provide light to those who would otherwise study under street lamps.
The channel also drew on insights that consumers see Zee TV as an inspirational channel that showcases the common man as the hero and tells extraordinary stories of ordinary people. Taking forward this proposition, Zee TV is also launching a format innovation in the Hindi GEC space, a brand feature film titled ‘Aaj Likhenge Kal’. All future programming line-up will be developed keeping in mind this philosophy and take forward this thought.
Says Deepak Rajadhyaksha, Deputy Business Head – Zee TV, “With Aaj Likhenge Kal, we are cementing the building blocks of our relationship with viewers. As we move forward, we hope to unlock the India of our dreams by serving as catalysts in transforming the middle class into selfmotivated go-getters, reaching out for the extraordinary. Our shows, be it the existing line-up or the new launches, will be reflective of our core proposition. With them, we wish to ignite a spark amongst our viewers to fight both intrinsic and societal battles, and proactively transform their destinies to shape a beautiful tomorrow.”
In the recent past, Zee TV has managed to steadily climb the ratings ladder and Rajadhyaksha says that the average time spent on the channel is 124 minutes on a weekly basis and that in the recent past, the channel has increased its engagement with its viewers, adding that the overall trend is positive. With the current line-up on Zee TV doing well, the channel is building a pipeline and will be launching four new shows soon.
On how the revamp can aid business objectives, Misra says, “Today, people don’t buy a brand or product. They buy into something. It’s an important difference as young people connect with philosophies. Once you make that connection you develop empathy with consumers who convert from rejecters to those who try, and then into loyalists. That’s the best case for any business model to grow. So, viewership comes first and revenue follows.” On expectations, Misra signs off, saying, “We would like to stay at Number 1 and continue to maintain our leadership on the back of content that’s true to our philosophy.”
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