As part of a major makeover and rebranding exercise, Zee Network is set to unveil its new logo across all its channels from the midnight of March 27. The objective of this rebranding is to create an appeal for all the channels that is more "global, contemporary, crisp and refreshing". To achieve brand synergy and uniformity, the Alpha brand will also cease to exist; they will all carry the Zee brand name, like Zee Marathi or Zee Punjabi, etc.
Confirming this to exchange4media, Ashish Kaul, Vice-President, Corporate Brand Development, said, "This rebranding exercise is the first step in weaving a thread of common identity between our many diverse brands. And while each brand is a distinct entity of its own, now it will also be an unmistakable member of the Zee family."
The new logos will be presented for the first time at the Zee Cine Awards to be held in London on March 26.
Zee Network's agency, FCB Ulka, has developed the new logos for the channels. Said Sashi Sinha, Executive Director, FCB Ulka, "We have freed 'Z' from the box and it will henceforth sit on a diamond. The idea was to make the logos modern, contemporary and dynamic." Sinha also disclosed that the Zee Network logo will carry the tag line 'Jeeo Zee bhadke'. He said there will be press and outdoor ads to publicise the new logos.
Explaining the reason for donning new robes, Kaul said, "All our channels had different logos, different colour schemes, a different feel. This process of rebranding will synergise our strengths, and the Zee branding will be evenly spread across all our channels." The move is in tune with the larger endeavour to consolidate all the channels under the Zee rubric and assign a family identification to all the individual brands, he added.
Kaul disclosed that Zee TV will have brand new on-air packaging and promotions. "The rebranding is aimed at adding the extra zing and edge which reinvents the spirit of the brand and brings it closer to our younger audiences," he said.
Zee TV, which was launched in 1992, today reaches out to 120 countries and has more than 500 million viewers worldwide. It is currently the largest media franchise serving the South Asian diaspora. Yet, the network had not done anything so far in terms of changing the look and feel of its various channels or having a common brand identity. Said Kaul, "The viewership has changed considerably over the last 10-15 years. Today's viewer is very media savvy. Exposure levels have also leveled out because of real-time cultural and social proximity."