Celebrating its 21st anniversary this month, Zee Cinema unveils a brand new identity globally, with a more vibrant, colourful and contemporary look. The new identity has been created to not only enhance the movie viewing experience but will also aim to target new audiences while appealing to the changing palate of the movie viewing audiences.
Designed and developed by design studio Supere Studio from Argentina, the refreshed packaging is derived from qualitative research and analysis mapping the consumer behaviour and their consumption pattern. One of the key insight that emerged out of this research was the matter in which cinema is consumed in India. Movies are considered as dream factories that immerse its audiences by making them part of a larger than life phenomenon. Taking a cue from such insights that are in sync with the channel’s core proposition of ‘Movies.Masti.Magic.’, the refreshed brand identity introduces the magical element of a portal that creates an aura of fantasy.
Keeping intact the brand’s key components of yellow and green colors, the new sleek logo of the channel has reversed the dominance of yellow along with the fresher flavour of green. Speaking on the new identity, Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL stated, “Acknowledging with gratitude the adulation that our audiences have showered upon us over the years, Zee Cinema is now entering an exciting phase in its 21st year. Perceived as the trusted and most preferred Hindi movies destination, the channel is considered an important family member by its viewers. Just as cinema has changed over time, audiences preference have also shifted in accordance with cultural tastes and trends and Zee Cinema has, always, evolved to keep in sync with these changing scenarios. Keeping this in mind, we have refreshed and modernized the identity while retaining the inherent equity held in the current look and feel. The revamped packaging is designed to heighten the movie viewing experience for our audiences all around the globe.”
“We are also adding many new titles to our vast library including the year’s most awaited blockbuster Singh is Bling starring Akshay Kumar, Khoobsurat, The Shaukeens amongst many others. We are also gearing up for the #HDFirst premiere of the National Awards winning film ‘Haider’ in April on Zee Cinema HD . Zee Cinema has emerged as a valuable brand and with its new avatar supported with a look and feel that conveys its quality and contemporary position, we are confident that our audiences will get hooked onto Zee Cinema even more than before,” he adds.