Zing unveils new brand identity, targets youth

Given the huge youth viewer base, the channel aims to strengthen its position within this age group by adding fiction content and music to its current programming

BestMedaInfo Bureau | Mumbai | April 3, 2014

Zing, the music channel from Zee Network, has undergone a complete change in look, a new logo, and positioning starting April 1, 2014. Given the huge youth viewer base, the channel aims to strengthen its position within this age group by adding fiction content and music to its current programming. The new positioning is targeted at strengthening Zing's position in the minds of the youth.

Anurag Bedi

Explaining the rationale behind the new positioning, Anurag Bedi, EVP & Business Head, Zee Niche Channels, said, “Today's youth believe in living out loud. They believe in carving their own niche and learning from their own experiences instead of relying on others. They would rather make their own mistake and learn from that than not follow their heart. This is exactly what we would like to reiterate through our positioning. We want them to live life with a zing, to live ekdum awesome!”

Zing will now venture into the space of fiction shows targeted especially at the youth, epitomizing their spirit and lifestyle. The first show will be launched in May and will be in line with the channel's new positioning. Apart from that, a refreshed library of Bollywood music will be interspersed with the existing programming.

Ashish Sehgal

Ashish Sehgal, Chief Sales Officer, Zee Network, commented, “This country has a massive youth population. With so many brands trying to grab as many eyeballs as possible within this important segment of the youth, this change in strategy & positioning has generated a lot of excitement amongst the advertisers.”

The channel has also tied up with the film '2 States' and has roped in the lead pair of Alia Bhatt and Arjun Kapoor talking about the new positioning.

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