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Zee Bangla’s new brand identity ‘Notun Chhondey Likhbo Jibon’ inspires middle-class women

Developed by Publicis and LKSS Kolkata, the new philosophy asks Bengali women to break the shackles of prejudice and preconceived notions, and overcome their apprehensions

After a decade of entertaining people with its slogan ‘Jibon Mane Zee Bangla’, Zee Bangla has launched its new brand identity, ‘Notun Chhondey Likhbo Jibon’ (orchestrating life in a new rhythm), which focuses on middle-class women.

Developed by Publicis and LKSS (L and K Saatchi and Saatchi) Kolkata, the new brand philosophy intends to ignite a spark among the middle-class Bengali women to draw from their inner strength, tide over internal and external battles and take charge of their future.

With the intent of propelling a change, Zee Bangla’s brand promise will inspire women to break the shackles of prejudice and preconceived notions, overcoming their apprehensions and taking their family ahead.

This new brand identity was revealed during the telecast of the musical reality show ‘Sa Re Ga Ma Pa’, which began on October 7, Sunday at 9.30pm.

Samrat Ghosh

Commenting on the new brand campaign, Samrat Ghosh, Business Head, Zee Bangla and Zee Bangla Cinema, ZEEL, said, “We live in an ever-changing and evolving society and over the past 25 years, we have captured this facet through the entertainment we provide to the viewers. With ‘Notun Chhondey Likhbo Jibon’, we are creating a refreshed positioning for Zee Bangla and look to inspire the middle-class Bengali women to overcome their inner fears, identify the potential within and orchestrate a better life for themselves and their families.”

Bringing alive the essence of its core proposition, Zee Bangla will unveil the channel’s brand new avatar through an all-new channel look, sound and visual identity. The visual identity captures the inner glow or radiance that emanates from within a symbol of positivity and confidence that the brand echoes. The channel soundscape has been expressed through a brand anthem composed by Shantanu Moitra and sung by Shreya Ghoshal. Capturing the current day aspirations and changes in the middle-class Bengali households, there are two brand films, directed by Dibyendu Bose from Opus Communication and music by Shantanu Moitra.

Ghosh said Zee Bangla has 48.5 weekly programming hours. Prime time starts from 4.30pm with a cookery show followed by Didi No. 1.

“In terms of marketing, we will be doing 360-degree amplification. There will be ground activation with a lot of puja pandals supported by cross-channel promos in news channels, local cable channels and radio. We plan to tie up with eastern railways and metros,” Ghosh added.

Ghosh informed, “In the urban market, Zee Bangla holds a 50% share. Out of top 10 programmes, the top five belong to Zee Bangla. Out of the 14 prime time slots, Zee Bangla leads in 11. The next milestone for Zee Bangla is complete dominance on the prime slots with huge margins.”

Amit Shah

Amit Shah, Cluster Head, Regional Markets, ZEEL, said, “Over the last two decades, Zee Bangla has endeavoured to be a catalyst for change for the quintessential Bengali. 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. With the new brand proposition ‘Notun Chhondey Likhbo Jibon’ we are aiming to reach out to a wider audience base and the middle-class Bengali woman, who is an epitome of resilience, courage and social change.”

“The estimated advertising market across the whole Bengali television is around 90%. The national advertisers are finding a lot of merit in Bengali television. East zone is one of the most growing markets in the country, which means there is a certain momentum in the market. We are gaining from both sides. The local advertisers are eager to come on board for advertising as well as the national advertisers who are finding impetus in individual channels,” he added.

Zee Bangla is planning to launch new shows besides its popular shows like Krishnokoli, Rani Rashmoni, Bokul Kotha, Joyee, Saat Bhai Champa, Dadagiri, Didi No. 1 and Sa Re Ga Ma Pa.

Prathyusha Agarwal

Prathyusha Agarwal, CMO, ZeeL, said, “Our brands and content across regions have always highlighted values that are deeply ingrained in the middle-class audiences and we believe in bringing alive the voice and spirit of this ever-evolving great Indian middle-class. Our new brand campaign for Zee Bangla is targeted to resonate with the middle-class Bengali household that revers a woman as the Lakshmi of the family. With our unique brand POV-led content and communication approach, this idea will reflect across all our shows and campaigns, celebrating the ‘Lokkhis’ who take charge of their lives and move their families ahead. Through the campaign ‘Notun Chhondey Likhbo Jibon’, we are celebrating these extraordinary journeys and hope it will propel change in a positive way. It will run for a period of three months.”

Shantanu Moitra said, “I have tried to capture the same essence in my music too. Shreya Ghoshal has lent her voice to the song and as usual, has sung beautifully to the inspiring lyrics and euphonious music. I hope the viewers will like the new composition.”

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