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Zee TV dons new look with new brand philosophy – Aaj Likhenge Kal

2017 is a milestone year for the broadcast network that completed 25 years of its existence

After six years, Zee TV and Zee Entertainment Enterprises Limited (ZEEL) have donned a new logo and an all-new tagline – Aaj Likhenge Kal. Unveiled during its annual award show, Zee Rishtey Awards on October 15, the channel urges the audiences to curate their own extraordinary future.

Through its inspiring characters and stories, the channel endeavours to provide the spark that encourages its viewers to draw from their own inner strength and take charge of their destinies.

The last time when the channel was redressed in a new logo and identity in 2011, the announcement was made in the event ‘Umeed ka Naya Chehra’. At that time, the channel donned the slogan ‘Umeed Se Saje Zindagi’, which was changed to ‘Har Lamha Nayi Ummeed’ in 2014, during its annual award show, Zee Rishtey Awards.

2017 is a milestone year for the broadcast network that completed 25 years of its existence.

Punit Misra, CEO, ZEEL, Domestic Broadcast Business, said, “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 that 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 proactively take control of their destinies. Zee TV’s evolution of its brand proposition is a part of a larger brand refresh exercise for our organisation.”

The Aaj Likhenge Kal philosophy is brought alive with a brand new visual identity, where each element signifies the aspiration of the Indian middle class. The circular logo denotes the universal appeal of Zee TV’s all-inclusive content. The orange colour represents the inner glow or radiance that emanates from within – a symbol of positivity and confidence that the brand echoes.

The brand packaging has the elements of nature such as fire, earth, water, air – the diya, which represents light and hope, the blooming of an orange flower that stands for the beauty of life and evolution, gold that denotes eternal richness and mosaic, which enunciates the power of synergy that stems from several fragmented pieces coming together to form a beautiful whole.

Deepak Rajadhyaksha, Deputy Business Head, Zee TV, said, “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 self-motivated go-getters, reaching out for the extraordinary. Our shows, be it the existing line-up or the new launches, will be in reflective of our core proposition. With them, we wish to ignite a spark among our viewers to fight both intrinsic and societal battles, and proactively transform their destinies to shape a beautiful tomorrow.”

The channel has launched a new brand film conceptualised and executed by Publicis and Bobby Pawar, CCO, Publicis, who has closely worked on the new positioning and promotions.

Prathyusha Agarwal, CMO, ZEEL, said, “As we bring alive our brand philosophy through our shows and characters, a robust marketing strategy will establish and amplify the brand POV through multiple brand assets. Our brand anthem, composed by Vishal Bharadwaj and sung by Shreya Ghoshal and Arijit Singh hums the extraordinary journeys our audiences are making and hopes to be the voice of this unwavering spirit. Our brand film captures the essence of the great Indian middle class rising and aims to spark many more to take the leap. To truly touch people’s lives with the essence of Aaj Likhenge Kal this Diwali, Zee TV will bring light to the nation’s budding future through mobile vans with LED lit installations of the new logo. These vans, strategically placed, will provide light for those who would otherwise study under street lamps.”

Further bringing alive the essence of its core proposition, Zee TV is bringing format innovation in the Hindi GEC space – a first-of-its-kind brand feature film titled ‘Aaj Likhenge Kal’. The feature film will span its entire primetime of four-and-a-half hours integrating through all of Zee TV’s fiction offerings. This film, narrating a young girl Pakhi’s resolve to make her mother Meera realise her dream of becoming a medical officer for the naval forces, will have each of Zee TV’s popular fiction protagonists stepping in to help the mother-daughter duo in their quest for self-actualisation.

Replete with drama, a wedding, interesting twists and turns to engage viewers and some naachgaana, this biggest blockbuster of all Mahasangams will be aired on October 16. As the programming line-up continues to develop further in upcoming months, Aaj Likhenge Kal will take precedence in all aspects of content design encouraging viewers to make their lives truly extraordinary.

(L) Punit Misra & Deepak Rajadhyaksha (R)

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