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FCB Ulka creates ArmybehindtheArmy, a ZEE special initiative

03-April-2017
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FCB Ulka creates ArmybehindtheArmy, a ZEE special initiative

In its journey of empowering women, ZEE Entertainment Enterprises has launched a special initiative called ArmybehindtheArmy, which aims at recognizing the selfless women behind our brave soldiers and who are the true source of their inspiration.

#ArmyBehindTheArmy has been created and conceptualized by ZEE’s creative agency, FCB Ulka. Going beyond a mere advertising idea, this initiative is rooted in real life and aims to give army wives and mothers the honor they truly deserve for their role in nurturing families, building strong communities and a healthy nation. It also brings to light the epic work, which this real army behind the brave soldiers does, to support its families. #ArmyBehindTheArmy is another major step taken by ZEE in this direction.

Speaking about this initiative, Punit Goenka, ZEE’s MD and CEO, said, “I’m extremely thrilled to launch this initiative, which salutes the real army behind our brave soldiers. In our journey of 25 years, ZEE has always stood for women, and we’ll continue to do so forever.”

Swati Bhattacharya, Chief Creative Officer, FCB Ulka Advertising, says, “When we think of the word ‘soldier’, we always think of a man. When we hear the word ‘patriotism’ we think of loud slogans, louder gunshots and again men. For me, this idea is about two important words, ‘respect’ and ‘recognition’. For me, the mothers, wives and daughters of the army are the stronger army. They are our Paramvirs and our Mahavirs. Let's celebrate their strength and their nationalism. Let's salute the #ArmyBehindTheArmy. I’m grateful to ZEE for their support in launching this initiative.”

This special initiative was launched at the ZEE Cine Awards on April 1, 2017. A two-minute salutation anthem video capturing the idea was presented by Anushka Sharma who herself hails from an army family.

Sunil Buch, Head - Corporate Brand & Communications, and CEO - ZEE LIVE & ZEE Talent, said, “While our brave soldiers respect and recognize the women behind their bravery, it is time that every citizen of our nation salutes them and applauds their contribution. ArmybehindtheArmy wants to bring to the face, the silent patriotism that is being demonstrated by the wives, daughters, mothers and sisters of our brave soldiers within their four walls and the society. The nation must pause, reflect and salute these women whenever they see or meet them.”

The salutation anthem film shot by director Ken Rolston from Story Tellers, a leading film production house, brings alive the grit and inner struggle of these women through a powerful and emotive narrative, Hum Hain. The film is a montage of portraits of real wives, widows, and mothers of the forces. We see them in the fields, in their homes, with their children, with the wedding album, going through life… alone.

The strong visual cue—a unique visual identity designed by FCB Ulka for the initiative—is inspired by army fatigues, with a camouflage design that is derived from women in various acts of nurturing and caring. This lends a strong visual and emotive character to the communication.

Subsequently, a multimedia campaign will be launched that will include social media, mass media, and across the leading channels of ZEE backed with on-ground activities. The campaign will culminate in a grand salute on Republic Day next year.

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