ZEE unveils its new corporate brand identity

The brand positioning 'Vasudhaiva Kutumbakam - The World is my Family' has been created by Draftfcb Ulka. The positioning and identity have also been extended to cover the Group's news and digital business verticals under one umbrella brand called Zee Media

BestMediaInfo Bureau | Delhi | June 19, 2013

Media & entertainment conglomerate Zee Entertainment Enterprises (ZEE), reinstating its strong presence across the world, today unveiled its new corporate brand identity and positioning. 'Vasudhaiva Kutumbakam', inspired by the core message of 'The World is my Family', is an all-new positioning which has been creatively integrated and crafted with the brand logo.

Draftfcb Ulka Mumbai is the creative agency behind the new positioning route. The new visual identity will be taken across all communication touch-points in India and across the world.

Vasudhaiva Kutumbakam is the ancient Indian dictum on shared humanity, promoting a world where there is unity, harmony and respect for every individual irrespective of caste and creed. The concept originated in the Maha Upanishad in a shloka and it means “Only small men discriminate saying 'One is a relative; the other is a stranger'. For those who live magnanimously the entire world constitutes but a family.”

Speaking on the new brand positioning, Punit Goenka, MD & CEO, Zee Entertainment Enterprises, said, “ZEE as a brand has earned global recognition over the last 20 years. Proud of its Indian heritage ZEE is a cultural ambassador uniting millions of people in India and across the world through entertainment. As a global citizen in this rapidly connecting world, ZEE has embraced this maxim as a belief. A cosmopolitan thought that is relevant even today, it shapes our values. It guides our actions. It defines our purpose. And today, we're proud to proclaim it to the world.”

The identity is a balanced blend of the traditional and the modern. Reflecting the media conglomerate's Indian heritage and ethos, the words Vasudhaiva Kutumbakam written in English, are capped off with a line over them (like in Devnagri script). The 'Dands' (????) on either side of the word Vasudhaiva Kutumbakam amplify the Vedic origin of the ideology and signify the essence of 'Completeness'.  The 'Bindu' signifies the 'mark of welcoming someone in your home'.

Goenka further said, “At ZEE we are extremely proud that in this journey of 20 years, we have made a significant place in the hearts and minds of over 670 million viewers across the world. It is a matter of immense joy to see this beautiful family of viewers, shareholders, partners and other stakeholders grow stronger. By imbibing this philosophy, we not only cherish their presence, but also welcome the world to be a part of this family.”

The positioning and identity have also been extended to cover the Group's news and digital business verticals under one umbrella brand called Zee Media.

Dr Ambi MG Parameswaran, ED & CEO of Draftfcb Ulka Mumbai, commented, “ZEE is not just another brand for our agency – our relationship with ZEE runs deep. We believe ZEE is a true pioneer and a trailblazer in the Media & Entertainment arena. Today, it is a force to reckon with on the global stage as well. The company is rooted in true Indian values of philanthropy and spirituality. The new identity and the global positioning line try to embody this in a succinct manner.”

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