Zee TV evolves to 'Har Lamhe Nayi Ummeed'

Launched in 1992 against the backdrop of post-liberalization with its socio-cultural and economic upheaval, Zee TV brought a new meaning to entertainment in India. It created a revolution in entertainment broadcast technology with its content, which mirrored the common man’s life and dreams. Twenty two years later, it still stands tall as a leading player in India and the largest Indian entertainment network in the world. In an exciting development at its annual awards show ‘Zee Rishtey Awards’, Zee TV, India’s leading Hindi entertainment channel, announced an evolution in its core proposition from ‘Ummeed Se Saje Zindagi’ to ‘Har Lamha Nayi Ummeed’ and ZEEL MD & CEO Mr. Punit Goenka unveiled an all-new, vibrant and dynamic brand packaging that resonates with its core ethos, while staying relevant to the changing palate of its loyal audiences.

Zee TV continues to share a very strong emotional bond with its viewers. It has sustained and grown due to its ability to innovate and keep pace with changing times and expectations. A reflection of the adage that ‘Tomorrow belongs to those who prepare for it today’. In keeping with this thought, the channel announced a new brand identity featuring a new logo with a slogan ‘Ummeed Se Saje Zindagi’ in June 2011, conveying a progressive outlook for the channel. The slogan is a life truth that resonates beautifully with the content across Zee TV’s primetime – be it shows such as Punarvivaah that spoke of rediscovering love in a second marriage, Afsar Bitiya that captured the journey of a small-town girl from modest beginnings to a successful career and self-esteem or any of Zee TV’s non-fiction formats that celebrate the talent of India’s common man, the channel’s shows have presented a beacon of hope to its viewers over the years.

Today, Zee TV adds another layer to its core proposition, making it even more relevant to everyday life scenarios that its viewers are faced with. Zee TV’s new brand slogan ‘Har Lamha Nayi Ummeed’ captures the beauty of re-discovering a new ray of hope with every moment of life.    

Speaking on the occasion, Zee TV Business Head Pradeep Hejmadi said, "Zee TV’s core proposition of Ummeed se saje Zindagi was about a celebration and vindication of a woman’s emerging beliefs and a reflection of her changing hopes, dreams and optimism. This essence was embodied by each of our protagonists who emerged as role models and harbingers of hope for the masses. In that sense, Zee TV will always stand for Ummeed. It is the articulation that will change to reflect the changing times. Today, with India poised for growth, there is a feeling of ‘a new hope, every moment’.  Zee TV’s new slogan ‘Har Lamha Nayi Ummeed’ captures this spirit and its brand philosophy as also its content will reflect the same!”

About the new packaging for the channel, he adds, “Designed and developed by the internationally acclaimed design studio Les Telecreateurs, Zee TV’s aqua blue logo now makes way for a deeper shade of blue, lending it a stronger, more dynamic edge. The new motif of the packaging is a spinning top, originally derived from the left top portion of the ‘Z’ itself. It spins, taking the form of a beautiful flower-like element. Here, each spine is perceived as a new lamha; Every show of Zee TV is a new lamha, a new emotion, a new sense of exuberance, a new cherishable moment. And from this thought stems the new brand slogan ‘Har Lamha Nayi Ummeed’. The color scheme of the new packaging is further fine-tuned to a strong blue for weekday fiction shows evoking the faith and trust of our viewers, yellow for weekend fiction signifying warmth and optimism, orange for weekend non-fiction that stands for cheer, confidence and celebration. The red packaging for movies and events represents excitement and youthful energy.”

Zee TV has rolled out a 360-degree marketing campaign across HSM to unveil the new identity. The creative agency FCB Ulka has conceptualized a simple yet memorable visual device of ‘fingers crossed’ to bring alive the new proposition. The channel has also brought on board ace music composers Salim Sulaiman to compose a very upbeat and memorable audio pneumonic to bring alive the essence of the new brand proposition.   

Says Nitin Karkare, COO, FCB Ulka, “Har Lamha Nayi Ummeed – the power of the moment that can bring hope/ummeed being the notion and tagline, the creative idea had to be something that not only sticks to people's minds, promotes a telegraphic take-out of the message but also has a viral potential to become the talk of the town.”

In the wake of this brand refresh exercise, the channel will call out to its viewers to share their Ummeed stories – slices of their life that will go on to inspire content on Zee TV as well as be showcased on digital platforms. Some of the most impressive, crowd-sourced stories will even be curated into a book by a best-selling author. Zee TV also plans to encourage its viewers to begin contributing videos of their acting, dancing or singing to an online talent repository, with gratification for the best entries every single month!

As the preferred channel for viewers and advertisers, Zee TV continues to grow and evolve, increase brand loyalty and lead content innovation. Zee TV is driven by creativity and innovation, yet still deeply rooted in Indian heritage and values. Consistent with the spirit of ZEE TV, the new brand identity ‘Har Lamha Nayi Ummeed’ is by the viewers, of the viewers and for the viewers.


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