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ZEEL launches corporate brand film

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | May 19, 2015
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The broadcast network has released a second corporate film reiterating its positioning - 'Vasudhaiva Kutumbakam'.

In an effort to assert its global reach and character, Subhash Chandra's Zee Entertainment Enterprises (ZEEL) has released another corporate brand film titled 'The World is My Family'. Created by FCB Ulka, under the direction of Sid Sikand, it depicts people from different cultures, nations and age-groups connecting with each other through brand ZEE, which plays on emotions shared worldwide.

In June last year, the network adopted the ancient Indian Upnashadic philosophy of 'Vasudhaiva Kutumbakam- 'The World is my Family', to position itself as a global brand. 'Vasudhaiva Kutumbakam' is the ancient Indian dictum on shared humanity, promoting a world where there is unity, harmony and respect for every individual, irrespective of caste and creed.

ZEEL corporate brand film

This was followed by the release of its first corporate brand film, executed by Scarecrow Communications, in November 2014. While it showed people of different race and nations dipping themselves in the colourful traditions spanning geographies in India, the recently-launched 60-seconder speaks of ZEE being the emotional connect across diversities.

Speaking on the new film, Roland Landers, head - corporate brand, ZEEL, says, "In its journey of 22 years, ZEE has made a significant place in the hearts and minds of millions of viewers across the world. Through this film, we not only cherish their presence, but also welcome the world to be a part of this family."

The film is on air on all ZEE Entertainment and ZEE Media channels. As many as 60-70 prime-time spots (per day, per channel), in both domestic and international territories, have been allotted to it. Its roll-out will also be supported by print ads in mainline and trade media. Additionally, intensive promotion on all social media platforms (Facebook, Twitter and YouTube) will be done, both organically and inorganically.

Satbir Singh

"ZEE is, today, this massive family with millions of family members around the world, connected through highly engaging television and movie content. We are celebrating this inclusive value of Vasudhaiva Kutumbakam or the 'World is a Family' with this film," comments Satbir Singh, chief creative officer, FCB Ulka.

Zee Entertainment Enterprises is one of India's leading television media and entertainment companies. It claims to be among the largest producers and aggregators of Hindi programming worldwide, with an extensive library of over 120,000 hours of television content, and over 959 million viewers across 169 countries.

ZEE's well-known brands include Zee TV, Zee Cinema, Zee Anmol, Zee Smile, &TV, Zee Action, Zee Classic, &pictures, Zee Salaam, Zee Cafe, Zee Studio, Zee ETC Bollywood, Zindagi, Zing, Zee Khana Khazana, Ten Sports, Ten Cricket, Ten Action, Ten Golf and Zee Q. The company also has a strong presence in the regional language domain with channels such as Zee Marathi, Zee Talkies, Zee Bangla, Zee Bangla Cinema, Zee Telugu, Zee Kannada and Zee Tamizh. The company's recently launched HD offerings include Zee TV HD, Zee Cinema HD, Zee Studio HD, &pictures HD, &TV HD and Ten HD.

ZEE and its affiliate companies are present across the media value chain including television broadcasting, cable distribution, direct-to-home satellite services, digital media and print media.

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