Zee Kannada, a general entertainment channel in Karnataka, has unveiled a new brand identity and launched its HD Channel. The unveil and launch took place in a grand ceremony at the Zee Kutumba Awards 2018.
Based on the insights from extensive consumer research, Zee Kannada understood that the Kannadiga woman has always been nurturing and caring, but her canvas of expression for ages was limited to a homemaker. However, now she is partnering, mentoring and leading the transformation in her home and in the society. The evolution in society has stretched this canvas of possibilities for her. She sees more & more women exploring and experiencing the new. Her only challenge being the pressures of conditioning, people's opinions and self-doubt that maybe pulls her back from exploring these possibilities to the fullest of her potential.
Building on this consumer sentiment and with the objective of giving the channel's viewers that innate spark to break their limits in their mind and open doors to possibilities, Zee Kannada has revealed its new brand proposition, 'Bayasid'dha Bāgilu Tegiyōṇa', which translates to 'Open Doors to Possibilities', to inspire viewers, especially women, to take initiatives and rise above circumstances to craft their own destiny.
Zee Kannada is accompanied by a brand-new logo, and a refreshed look for the channel on-air, as well as off-air. Zee Kannada's new logo and packaging is based on the theme of radiance that transforms, bursting with inspiring energy, enthusiasm and warmth.
The campaign breaks with an extensive multimedia plan, unfolding across television, trade, print, radio, outdoor, mobile, cable, digital and on-ground events, for over eight weeks, covering the length and breadth of Karnataka - all 30 districts, including eight major towns, ensuring a top-of-mind recall in the minds of the audience.
Commenting on the new brand identity, Raghavendra Hunsur, business head of Zee Kannada, says in a press release, "Over the last 12 years, Zee Kannada has earned the dominance of being the entertainment hub in the Kannada television market. With a refreshed brand purpose, we strive to inspire our viewers to break their barriers and look beyond their limits to achieve the unachievable."
He adds, "Synonymous with the Kannadiga pride, Zee Kannada will stimulate women with progressive and onward-looking entertaining content, featuring bold and determined characters that echo the channel's new brand image. We are bringing new shows and extending our prime time shows on weekends to amplify the viewing experience. Our fiction shows will be taking dramatic turns to bring alive the brand proposition and the journey going forward is going to be very exciting and inspiring."
Adding on the launch of HD channel, he says, "We are also glad to announce on this occasion the launch of Zee Kannada HD, which was much desired by our viewers and we are hoping to enhance their content viewing experience further with the HD Channel."
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