Celebrating seven years, Zee 24 Taas, the Marathi news channels from the first private broadcaster of the country, has revamped its look and donned a new logo. On February 4, the channel revealed its new look and presentation. The channel launched its new brand promise and tagline, Raha Ek Paul Pudhe (Stay One Step Ahead), from its existing position of Ek Paul Pudhe (One Step Ahead).
The channel had changed its logo, tagline and the look in 2010. While reinforcing the legacy, the new avatar of Zee 24 Taas promises rich content and a host of shows.
Alok Agrawal, chief executive officer, Zee Media Corporation, says, "With the advent of digitisation, researches have shown that viewers are setting up new priorities; therefore it has become imperative to refurbish the brand. Backed by Zee Media Corporation's core philosophy to innovate in order to stay ahead, the new look of Zee 24 Taas is a step in the right direction."
After extensive research and planning, the channel will launch a 360 degree marketing campaign to promote and reinforce the rejuvenated programming and packaging along with anchor presentation and news delivery. The campaign will elaborate and capture the thought and philosophy behind the rationale of the revamp across media like print, TV, radio, digital, mobile and outdoor.
"Need for this repositioning emerges from the fact that the current generation is action oriented and Zee 24 Taas as a responsible news channel always takes care of viewers aspirations to stay relevant," adds Bhushan Khot, business head of the channel.
Along with this transformation in appearance, Zee 24 Taas is also developing a new programme series on the theme of Raha Ek Paul Pudhe, which showcases the stories of empowered people who always stay one step ahead in their field of action. The channel will launch the brand film based on this philosophy on February, 12.
Dr Uday Nirgudkar, editor-in-chief, Zee 24 Taas, says, "We are re-launching the channel to fine tune ourselves to reflect on the changing needs of viewers. Our new offering will be more qualitative and focused."
The brand campaign will be launched in print (DNA, Loksatta, Mumbai Times, Lokmat and Sakaal, amongst other Marathi publications), along with radio spots on Radio Mirchi, Red FM, Radio City and Big FM across Maharashtra. The campaign will also be promoted in Mumbai, Pune and Nashik through bus panels, bus shelters and hoardings. Digital burst will see banners and text/stamp ads on Google display network sites and Facebook. The channel's website, www.24taas.com, Facebook and Twitter pages will don the brand communication of the channel.