Zee Tamil, a Tamil General Entertainment Channel (GEC) from ZEEL, has unveiled a new brand identity and launched its HD channel. The rebranding coincided with the Zee Network’s silver jubilee celebrations where all the network channels donned a new look and positioning on October 15.
According to a press statement, after an extensive consumer exercise and study, the channel understood that one of the key challenges for today’s woman in Tamil Nadu is the ever growing need to progress with times and take the leap but also her innate belief in preserving her traditions and values. This becomes even pronounced between different generations, where striking a balance and finding the means to do it becomes her guardrail.
Building on this consumer sentiment and with the objective of giving our audiences inspiring sparks that will help them strike the balance between preservation and progress and then thrive in it, the channel has revealed its new brand proposition, “Manadhaal Inaivom, Maatrathai Varaverppom” which translates “let’s bridge hearts and welcome change”.
Actress Jyotika has been announced as the channel’s first-ever Brand Ambassador, who features in the channel’s extensive multi-media campaign as its voice.
Siju Prabhakaran, Cluster Head, South Business, Zee Entertainment Enterprises Limited, said, “With a refreshed brand purpose, we, at Zee Tamil, strive to erase the lines between the younger and older generations, especially women, urging them to unite and embrace progress and change in all forms. Synonymous with Tamil pride, Zee Tamil will stand for progressive and onward-looking content featuring bold and determined characters whose modern outlook is grounded by tradition and values. We wanted a strong voice to the campaign who actually stands for our values-Jyotika both with her on-screen and off-screen persona symbolizes a perfect blend of changing views but unchanging values.”
He added “We are also glad to announce on this occasion the launch of Zee Tamil HD, which was much desired by our audiences and we are hoping to enhance their content viewing experience further with the HD Channel”.
As a part of the ‘Manadhaal Inaivom, Maatrathai Varaverppom’ brand positioning, Zee Tamil will undergo a transformation, with an attractive range of new offerings in its content- the recently launched afternoon fiction shows, launch of new fiction show Sembarthi @ 9PM, SaReGaMaPa Seniors and also the grand mytho drama- Shree Vishnu Dashavtara. In the coming months the channel is going to feature some of the biggest blockbuster of the year like Vikram Vedha, the yet to be released superstar studded films Mersal and Robo 2.0.
It is accompanied by a completely new brand logo and a refreshed look for the channel on-air as well as off-air. Zee Tamil’s new logo and packaging is based on the theme of radiance that transforms, bursting with inspiring energy, enthusiasm and warmth.
The evolved product purpose will also allow producers to look beyond conventional content options and create properties that unite viewers across age groups.
With this new brand proposition, Zee Tamil’s advertisers and sponsors will be able to widen their reach to a larger target audience base.
As part of this campaign, Zee Tamil will bring to life its new proposition with two brand films. Directed by National Award winning Sudha Kongara and shot by acclaimed cinematographer Ravivarman, these films speak of balance between changing views and unchanging values that strengthens relationships. The cast includes Jyotika, Kollywood actor Aari, Malayalam actor Hareesh and ‘Chellamma’ star Tulasi. While the first film highlights the journey of two women divided by age and language who embrace and accept each other, the second brand film talks of the shift from the traditional norms of parenting demonstrating a balance of roles played by the father.
The campaign breaks with an extensive multimedia plan, exploding across news channels, print, outdoors, cinema- leveraging the year’s biggest release Mersal and digital mediums. In terms of offline engagement, Zee Tamil will organise a series of on-ground activations and BTL initiatives to ensure top-of-mind recall in the minds of the audience.