Launched in 1992, against the backdrop of post-liberalisation, with its socio-economic and cultural upheaval, Zee TV brought a new meaning to entertainment in India. It revolutionised the television space with content that mirrored the common man's life and dreams. Its home-grown, non-fiction formats provided a great platform and gave talents like Shreya Ghoshal an opportunity to exhibit their skills.
Twenty-five years later, the pioneer of satellite television still stands tall as a leading player and continues to celebrate the hopes and ambitions of the Indian middle-class. Now the channel embarks on the next leg of its journey.
Zee TV unveiled its new ideology encapsulated in a powerful line - Aaj Likhenge Kal. Through its inspiring characters and stories, the channel endeavours to provide the spark that encourages its viewers to draw from their own inner strength and take charge of their destinies. This fresh reiteration of its brand purpose urges the audiences to curate their own extraordinary future.
The new brand identity was revealed to Zee TV's global audiences during the telecast of the Zee Rishtey Awards on Sunday, October 15, 2017 at 7 PM.
Punit Misra, CEO - Zee Entertainment Enterprises Limited, Domestic Broadcast Business, says, "As a pioneer of the satellite broadcast space, Zee TV's content has always highlighted values that are deeply ingrained in the middle-class audiences around the world. As we look forward to the next leg of our journey, it is important for us to continuously reflect the aspirations of the evolving viewers and inspire them to be their extraordinary selves. Aaj Likhenge Kal is a brand and content mantra which will translate into a stronger bond with viewers. We wish to walk along the life journeys of our viewers and nudge and support them to proactively take control of their destinies. Zee TV's evolution of its brand proposition is a part of a larger brand refresh exercise for our organization."
Deepak Rajadhyaksha, Deputy Business Head - Zee TV, adds, "With Aaj Likhenge Kal, we are cementing the building blocks of our relationship with viewers. As we move forward, we hope to unlock the India of our dreams by serving as catalysts in transforming the middle-class into self-motivated go-getters reaching out for the extraordinary. Our shows, be it the existing line-up or the new launches, will be reflective of our core proposition. With them, we wish to ignite a spark amongst our viewers to fight both intrinsic and societal battles and proactively transform their destinies to shape a beautiful tomorrow."
Prathyusha Agarwal, CMO, ZEEL, says, "As we bring alive our brand philosophy through our shows and characters, a robust marketing strategy will establish and amplify the brand POV through multiple brand assets. Our brand anthem, composed by Vishal Bharadwaj, sung by Shreya Ghoshal and Arijit Singh, hums the extraordinary journeys our audiences are making and hopes to be the voice of this unwavering spirit. Our brand film captures the essence of the great Indian middle-class rising and aims to spark many more to take the leap. To truly touch people's lives with the essence of Aaj Likhenge Kal this Diwali, Zee TV will bring light to the nation's budding future through mobile vans with LED lit installations of the new logo. These vans, strategically placed, will provide light for those who would otherwise study under street lamps."
Further, bringing alive the essence of its core proposition, Zee TV will set yet another precedent for the industry - a format innovation in the Hindi GEC space - a first-of-its-kind brand feature film titled 'Aaj Likhenge Kal'. The feature film will span its entire primetime of four and a half hours integrating through all of Zee TV's fiction offerings. This film, narrating a young girl's (Pakhi) resolve to make her mother Meera realize her dream of becoming a medical officer for the naval forces, will have each of Zee TV's popular fiction protagonists stepping in to help the mother-daughter duo in their quest for self-actualisation. Replete with drama, a wedding, interesting twists and turns to engage viewers and some naach gaana, it will be aired on October 16, 2017.