ZEEL promises to be Extraordinary Together; to tap 3 bn viewers in 6 yrs
Zee Entertainment Enterprise Ltd (ZEEL), which has completed 25 years in India, has unveiled its new brand ideology and purpose – ‘Extraordinary Together’ – with a vision to provide a unified brand experience and to delight consumers across the world by creating extraordinary entertainment and experiences that inspire to transcend the ordinary and become extraordinary.
The revamp follows the brand refresh of ZEEL’s flagship Hindi GEC Zee TV, which recently unveiled its new brand ideology of ‘Aaj Likhenge Kal’.
ZEE is today counted amongst the world’s largest content companies with presence in over 173 countries and reach of more than 1.3 billion viewers globally and is the only company in India to have such a diversified presence in Media & Entertainment. With its eyes firmly set on 3 billion viewers in the next six years, the company has tirelessly worked to widen its content profile to cater to awide variety of tastes, preferences, cultural and age demographics.
Throwing light on the company’s growth plans, Amit Goenka, CEO – International Broadcast Business, ZEEL, said, “With the vision of becoming the world’s leading global content company from the emerging markets, content is our core focus area and our primary objective is to create extraordinary content for all types of audience across different screens and platforms. Digital is a key focus area and we are soon to launch our revolutionary digital platform, Z5 in the next few weeks.”
Designed by the global visionary designer Martin Lambie-Nairn, Creative Director, ML-N, ZEE’s new brand identity – ‘Extraordinary Together’ – represents the company’s mission of celebrating the world and unifying it with entertainment. The circular form of the new brand logo symbolises continuity and inclusiveness while the special colour – ZEE’s Amethyst represents creativity and transformation. The visual property, Exuberance – a colourful explosion of creative energy makes ZEE the fountainhead unleashing extraordinary potential.
Speaking on his vision for the new identity, Martin Lambie-Nairn, Creative Director, ML-N, said, “Twenty-five years is celebrating what you’ve achieved and far more importantly, understanding where you are going, rethinking the brand purpose and considering how to address your audiences in the future. Before conceptualising the new brand identity, our first step was to understand this rich legacy of ZEE, unravel where the viewer aspirations and expectationsare headed, and then arrive at the brand purpose and ideology that is future-ready. This helped us create a truly global brand architecture that would be easy to operate across genres, businesses and countries and more importantly, introduce magic into it. With thisvastly diverse bouquet of brands and businesses that ZEE owns, it was necessary to have a golden thread that runs through all the businesses – an elegant and monolithicdesign language that links the organisation together and inspires to create the extraordinary.”
Embarking on this collaborative journey, ZEE’s aim is to continue to provide extraordinary entertainment content across genres, languages, and geographies; delighting consumers across screens, platforms and devices.