With its new brand ideology ‘Extraordinary Together’ ZEEL targets 3 billion viewers in 6 years

ZEEL unveils its new corporate brand and positioning at an event where Punit Goenka, MD & CEO spoke about how the consumers have been kind to Zee TV and the need to change from its previous identity

e4m by exchange4media Staff
Updated: Oct 31, 2017 12:00 AM

To commemorate the 25 years of expansion of ZEE Entertainment Enterprise Ltd (ZEEL) into a Media & Entertainment firm, it unveiled its new brand identity ‘Extraordinary Together’ with a vision to provide a unified brand experience and delight consumers across the world by creating extraordinary entertainment and experiences that inspire to transcend the ordinary.

Punit Goenka, MD & CEO, ZEEL said, “Our Chairman, Dr. Subhash Chandra’s vision and pioneering efforts caused a revolution in the country 25 years ago. Over time, ZEE has evolved from a television broadcaster into a media and entertainment conglomerate with businesses spanning across the spectrum, from broadcasting to music, movies, digital, live entertainment and theatre, providing an extraordinary range of entertainment to audiences around the world. Our new brand ideology – ‘Extraordinary Together’ is rooted in the philosophy that from collaboration comes strength to deliver the extraordinary. In a global company like ours with interests across diverse verticals and businesses, we believe that our ability to win lies in us being able to effectively come together and harness this strength to be extraordinary in the market.”

Punit Misra, (CEO) of Domestic Broadcast Business, said, “We want to make such extraordinary content that will reflect the aspiration of Indian citizens.” When asked the need for change from ZEEL’s earlier identity of ‘Vasudhaiva Kutumbakam’ to ‘Extraordinary Together’ Goenka insisted that they aren’t abandoning the former rather the new corporate identity encompasses it. Now to reach the target of three billion viewers from the current 1.3billion the MD felt the need for a global language that can communicate with them (the viewers). Punit reassured, ‘Vasudhaiva Kutumbakam’ is still part of our philosophy and our DNA group is going forward with it.”

Talking about its consumers Goenka said that consumers have given Zee respect and enough chances for it to come back. “In my 12 years, Zee has fallen to number three or four. Every time we have come back with content that resonates. Moment we do something they grab on it. Unki tolerance Zee ki taraf zyada hai (they are more tolerant towards Zee).”

When asked how content has evolved in the last 25 years Goenka answered, “Last 25 years we were programming for the consumer including choosing the program and its time slot. Next 25 years we have to listen to the consumer as to where (device), when and how (format whether it’s 10, 22 min or 3 hours) he wants to consume the content. That’s the biggest change we are seeing going forward.” He pointed out that as content creator, if ZEEL is unable to fulfill the need of consumer then they will fall behind.

Amit Goenka, CEO – International Broadcast Business, ZEEL shared in the next 25 years there will need to create more and more local content. “We still believe 80 % of the content will remain Indian. If it’s good content people will consume it.”

Designed by the global visionary designer Martin Lambie-Nairn, Creative Director, ML-N, ZEE’s new brand identity – ‘Extraordinary Together’ represents the company’s mission of celebrating the world and unifying it with entertainment. The circular form of the new brand logo symbolises continuity and inclusiveness while the special colour - ZEE’s Amethyst represents creativity and transformation. The visual property, Exuberance – a colourful explosion of creative energy makes ZEE the fountainhead unleashing extraordinary potential.

Speaking on his vision for the new identity, Martin Lambie-Nairn, Creative Director, ML-N said, “25 years is celebrating what you’ve achieved and far more importantly, understanding where you are going, rethinking the brand purpose and considering how to address your audiences in the future. Before conceptualising the new brand identity, our first step was to understand this rich legacy of ZEE, unravel where the viewer aspirations and expectations are headed, and then arrive at the brand purpose and ideology that is future-ready. This helped us create a truly global brand architecture that would be easy to operate across genres, businesses, and countries and more importantly, introduce magic into it. With this vastly diverse bouquet of brands and businesses that ZEE owns, it was necessary to have a golden thread that runs through all the businesses – an elegant and monolithic design language that links the organisation together and inspires to create the extraordinary.”

The occasion was graced by renowned lyricist Javed Akhtar, filmmaker Anurag Basu and celebrated theatre personality Makarand Deshpande.

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