Zee TV, flagship Hindi general entertainment channel from Zee Entertainment Enterprises, has announced a shift in its core theme, from 'Umeed Se Saje Zindagi' to 'Har Lamha Nayi Ummeed'. The change reflects the channel's effort to stay relevant to its loyal viewers and adapt to their changing preferences.
Recall that ZEEL had rolled out the tagline 'Umeed Se Saje Zindagi' back in 2011, along with a new identity and new logos for its network channels. At the time, the tagline was promoted through a brand film for Zee TV.
While the previous slogan resonated with the content across Zee TV's primetime shows, the new one, says the channel, serves to add an "additional layer to its core proposition." The objective is to make the content more relevant to the viewers. The slogan 'Har Lamha Nayi Ummeed' aims to capture "the beauty of re-discovering a new ray of hope with every moment of life."
"In that sense, Zee TV will always stand for Ummeed," or hope, he explains, adding about the channel's new stance, "It is the articulation that will change to reflect the changing times." The nation is poised for growth, and a feeling of hope prevails. The new slogan, Hejmadi says, captures this very spirit, something the channel's content will reflect too.
Paris-based design studio Les Telecreateurs has designed the new logo, which dons a deeper shade of blue, as opposed to the erstwhile aqua blue, symbolising a "stronger, more dynamic edge."
Further, weekday fiction shows are represented by a "strong" shade of blue (which captures the faith and trust of Zee's loyalists) and weekend fiction shows are represented by the colour yellow (which stands for warmth and optimism). Orange stands for weekend non-fiction (symbolising cheer, confidence and celebration), and the red packaging stands for movies and events (capturing both, excitement and youthful energy).
The new motif is a spinning top, derived from the top, left portion of the letter 'Z'. As it 'spins', it takes the form of a flower-like element. Each line, or spine as the channel calls it, stands for a new moment or 'lamha'. "Every show of Zee TV is a new lamha, a new emotion, a new sense of exuberance, a new, cherishable moment," says the channel in a press statement.
Zee TV has rolled out a 360-degree marketing campaign across Hindi speaking markets, to unveil this new identity. The channel has also brought on board popular music composers Salim and Sulaiman to compose an audio mnemonic to bring alive the essence of the new brand proposition.
Nitin Karkare, chief operating officer, FCB Ulka, the brand's creative agency, says about the new packaging, "The creative idea had to be something that not only sticks to people's minds and promotes a telegraphic take-out of the message, but also has 'viral potential'," that is, the potential to "become the talk of the town." The agency has conceptualised a visual device - crossed fingers - to bring the new proposition to life.
In the days ahead, the channel will reach out to its viewers, asking them to share their "Ummeed stories", or "slices of their life that have the potential to inspire content on Zee TV, and be showcased on digital platforms."
Some of the most impressive, crowd-sourced stories will be compiled and showcased in a book, that will be written by a best-selling author. Zee TV also plans to encourage its viewers to send videos of themselves in which they are dancing/singing to what the channel calls "an online talent repository." The best entries will be recognised and awarded, on a monthly basis.