Media conglomerate Zee Enterprises Entertainment has embarked on a corporate re-branding exercise, unveiling the network?s new logo. An investment of R10 crore has gone into the entire exercise.
Zee?s brand revamp comes six years after it carried out a similar initiative in 2005 under the then head Pradeep Guha. More recently, Star Plus underwent a similar repositioning in June 2010, which enabled it to regain leadership position in the Hindi GEC (general entertainment channel) space. At present, Zee Enterprises? flagship channel Zee TV occupies the third spot after Viacom 18?s Colors, in the GEC ladder.
Announcing Zee Network?s new slogan ? ?Ummeed Se Saje Zindagi? ? and a new positioning targeting the emerging Indian woman, Punit Goenka, MD & CEO, Zee Enterprises, said, ?This is an initiative to connect afresh with consumers of Zee?s content. We have infused new identity into the brand. The new positioning is about the celebration of a woman?s emerging beliefs and a reflection of her changing hopes, dreams and optimism.?
Goenka further said, ?In a cluttered television landscape, it is imperative to keep reinventing oneself in order to connect with evolving viewer interests. But, our central target consumer is the woman and this re-branding is indicative of that.? While Zee TV?s new aqua blue logo has been designed by its in-house team, the company has collaborated with creative agency Draft FCB Ulka to develop the new corporate brand TVC (television commercial), which has been produced by ad filmmaking house Equinox. The new logo was unveiled and the TVC was simulcast (simultaneously telecast) across 25 channels of Zee Network on Sunday. The company also undertook a countrywide marketing and advertising campaign, leveraging all forms of media, to make consumers aware of the new Zee identity. Goenka added, ?We mobilised millions of Zee viewers across 75 cities in this re-branding exercise. Data obtained from market research, conducted on our international audiences, was incorporated as well.?