ZEE Network has introduced a new brand identity under the tagline Aapka Apna ZEE, accompanied by a multi-lingual campaign designed to reflect India’s cultural diversity and emphasize the theme of togetherness.
The campaign includes a series of films released across seven language markets. Each film features local characters and stories that represent the unique social and emotional fabric of the respective communities. The central message driving the campaign is “Saath aane se baath banti hai” — underscoring how collective efforts and shared moments help overcome challenges and foster support.
Kartik Mahadev, Chief Marketing Officer, ZEE Entertainment Enterprises Ltd., said, “The campaign ‘Aapka Apna ZEE’, is a powerful multilingual brand film series that brings alive the essence of the many Indias that live in one country. It is a mirror to how India shows up for each other. Each of the seven films is deeply rooted in the cultural milieu of its region— capturing its rhythm, rituals, landscapes, and the authenticity of its people. From the rains becoming a character in Kerala, to a village in Telangana known for its legacy of army service, every story reflects the cultural richness and emotional truths of real India. This campaign is a reaffirmation of ZEE’s role as a trusted companion in the daily lives of millions. Saath Hai Toh Baat Hai’ is a sentiment that links to the heartbeat of millions of homes, where ZEE isn’t just watched, but welcomed every day.”
One of the key narratives centers on an army officer who is called away on duty just days before his daughter’s wedding. In his absence, the local neighborhood — referred to as the mohalla — takes responsibility for organizing the event, ensuring the ceremony continues smoothly. The story concludes with the officer’s wife remarking, “Itna bada parivaar hai, aaraam se ho gaya,” reflecting the campaign’s focus on community solidarity.
The campaign also features appearances from popular ZEE characters, presented not as celebrities but as members of the community. This choice is intended to deepen the emotional connection with audiences by portraying familiar faces as “apne log,” or one’s own people.
ZEE currently reaches an estimated 854 million viewers across 208 million households nationwide, making it one of the largest broadcast networks in India. The launch of Aapka Apna ZEE signals an effort to strengthen its brand positioning by aligning more closely with themes of cultural belonging and social cohesion.