Zee5's new film spotlights the emergence of 'work-in-progress' generation

Zee5 has unveiled its content brand manifesto in a new film. Voiced by actor Manoj Bajpayee, the film celebrates the multiplicity within each individual, spotlighting the emergence of a 'work-in-progress' generation.

Titled "Aaj Kya Banoge?", the film, created in collaboration with Sideways and Hungry Films, nudges viewers to contemplate their limitless potential in a world where change is the only constant. The artistic representation in the film, featuring a sculpture crafted from diverse materials, mirrors the multifaceted nature of the Zee5 audience. This visual metaphor encapsulates the idea that every individual is a work in progress, constantly evolving and rewriting their story.

Abhijit Avasthi, Founder, Sideways, said, "In a world that's embracing change at an unprecedented pace, 'staying unfinished' is not just an approach; it's a way of life. Zee5's manifesto celebrates the inherent multiplicity within all of us, encouraging viewers to embrace their evolving identities. 'Aaj Kya Banoge?' is not just a question; it's an invitation to explore the uncharted territories within oneself, fostering a sense of self-discovery and empowerment."

Kartik Mahadev, Chief Marketing Officer - Content SBU, Zee, said, “Today’s youth are seekers, explorers; a work-in-progress generation. As believers and cheerleaders of this new mindset, Zee5, through its content, invites everyone to explore the countless dimensions and versions of themselves; to keep creating themselves, one story at a time. From immersive dramas to documentaries, from comedies to thrillers, from India and around the world, Zee5’s rich and varied range of offerings have the potential to unlock, inspire and shape ideas, dreams, beliefs, possibilities and behaviour.”

Aaj Kya Banoge film:

Client – Zee5

CMO - Kartik Mahadev

Senior VP, Marketing - Khushnuma Daruwala

Senior VP- Marketing and Consumer Strategy – VR Hema

Assistant Marketing Manager – Pallavi Yadav

Sideways Team

Leadership: Abhijit Avasthi, Sonali Sehgal

Creative Team: Sameer Sojwal, Nilay Moonje, Viraj Nandivadekar,, Misht

Srivastava, Parantap Bhatt, Shashank Mestry, Amandeep Singh

Strategy: Siddharth Mohanty, Amatulla Mukadam

Account Management: Aditya Dhull, Anish George, Palomi Goradia,

Production House: Hungry Films

Director – Vijay Sawant

Executive Producers – Dharam Valia

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