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Zee Cafe now ‘All Eyes on New’

The new brand positioning is inspired from the consumer insight that people today are constantly exploring and discovering. The new logo shows a bold Zee Cafe, standing tall and towering over everything

BestMediaInfo Bureau | Mumbai | October 18, 2016

Zee-Cafe

The English general entertainment channel (GEC) from Zeel stable, Zee Cafe, has announced its new brand positioning with the slogan -- All Eyes On New. The slogan attempts at reinforcing Zee Cafe’s brand commitment to its viewers and strengthening its thought leadership in the English entertainment category.

Along with this, the channel also has in line four new Indian television premieres -- The Shannara Chronicles, Criminal Minds: Beyond borders, Code Black and The Real O’Neals -- back to back from 8 pm to 11 pm under its fresh property ‘Weekend Prime’, from October 15 onwards.

The positioning is inspired from the consumer insight that people today are constantly exploring and discovering. They are willing to carry change along with them to grow. They want to be bold and actively seek what is new and different.

The new brand ethos is further emphasised in the narratives and characters of each show which are different from the routine -- reiterating Zee Cafe as a symbol of the new.

Taking the new ethos forward is the channel visual identity -- the face of the channel – the first step to surprise and punch in change. The logo shows a bold Zee Cafe, standing tall and towering over everything. Depicted in strong 3-D, today’s sophisticated visual language of larger-than-life graphics. The look is contemporary with a universal appeal. The colours have been treated in line with today’s sensibilities to reflect the youthfulness and exuberance of the viewers.

The content showcase is a blend of drama, comedy, thrill and action curated for those who are always looking forward to explore something new. Keeping in with their brand promise of airing shows within 12 hours of the US premiere, the channel continues with its marquee property, ‘Along With the US’ and airs shows such as Gotham S3, Big Bang Theory S10, Supergirl S2, Secret and Lies S2 and Lethal Weapon every Monday-Friday, 10pm.

Along with the four properties, Zee Café also brings back ‘Uncut’ -- an hour of unfiltered and uncensored content, after receiving good response for the first season, Monday-Friday, 11 pm.

Ali Zaidi Ali Zaidi

Ali Zaidi, Business Head, Zee English Cluster, said, “The viewers in this genre like to explore, experiment and evolve. At Zee Café, the viewers are at the core. ‘All Eyes on New’ taps into the current mindset of these viewers. Zee Cafe has been a trendsetter in the genre all along and the new positioning clearly establishes the forward attitude of the brand. We are sure the audience would respond positively to the change.”

Info@bestMediaInfo.com

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