Rival brands Sony, Viacom18, Star find mention in Zee ad

Zee Entertainment Enterprises (ZEEL) recently turned 25, and, on the occasion, announced the launch of a new look (including a logo revamp) and identity. Taking its former tagline 'Vasudhaiva Kutumbakam' - which is Sanskrit for ‘the world is one family’ – forward, the group’s new outlook is 'Extraordinary Together'.

The ad campaign to promote this change is scheduled to break soon and few online promos have already begun. Sample this: The subject line of the network’s recently released mailer reads ‘When competitors become partners’. The ad includes an image (see picture) and copy that acknowledges the role its peers Sony Pictures Networks, Star, Viacom18 and Sun TV Network have played in its journey. The logos of all these networks are also part of the image.

ZEEL is taking its new ‘Extraordinary Together’ stance seriously, looks like.