Zee Bangla dons new look
Channel’s new philosophy ‘Notun Chhondey Likhbo Jibon’ calls out women to break the shackles of prejudice
Published - 08-October-2018
Zee Bangla’s latest brand philosophy ‘Notun Chhondey Likhbo Jibon’ (orchestrating life in a new rhythm) is aimed at igniting a spark among the middle-class Bengali women to draw from their inner strength and tide over internal & external battles.
The channel announced its new brand promise on October 7. The new philosophy, according to the channel, will inspire the middle-class Bengali women to break the shackles of prejudice and preconceived notions, overcoming their apprehensions and taking their family ahead.
Talking about the change, Samrat Ghosh, Business Head - Zee Bangla and Zee Bangla Cinema, ZEEL, said, “We have an existence of more than 25 years now. We have been building and strengthening our relationship with viewers through relatable stories. For the last 19 years, Zee Bangla has been entertaining millions of bengali viewers across the globe with its unique and differentiated content.”
“We are the leader in the West Bengal market with more than 44 per cent share. Our non- fiction shows are the biggest reach and perception drivers. In the urban market, we have more than 50 per cent share and eight of the top 10 shows are from our channel. The next milestone that we have set is to have a complete dominance across all time bands with a huge margin.”
The adex size of overall Bangla television is Rs 1000 crore.
Amit Shah, Cluster Head - Regional Markets, ZEEL, said, “In terms of viewership, the market is growing at the rate of 5 per cent. Over the last two decades, Zee Bangla has endeavoured to be a catalyst for change for the quintessential Bengali. As we look forward to the next leg of our journey, it is important for us to continuously reflect the aspirations of the evolving viewer and inspire them to be their extraordinary self. With the new brand proposition ‘Notun Chhondey Likhbo Jibon’, we are aiming to reach out to a wider audience base and the middle-class Bengali women, who is an epitome of resilience, courage and social change.”
Speaking about the expectations, Shah and Ghosh said, “The expectation is that it will have an impact on the viewership and eventually also help us in the revenues. But when we thought of doing the refresh, it was not done keep advertising revenue in mind. The channel exists only because of viewers. Viewers are at the heart and mind of whatever we do. I don't think Zee Bangla needs a revolutionary change. It's a brand on a right track and doing the right things. It needs an evolutionary change that we got in the campaign.”
The channel unveiled its new avatar through an all new channel look, sound and visual identity. The channel soundscape has been expressed through a brand anthem orchestrated by Shantanu Moitra and sung by Shreya Ghoshal. Capturing the current day aspirations and changes in the middle-class Bengali households are two brand films directed by Dibyendu Bose from Opus Communication Pvt Ltd. The music has been provided by Shantanu Moitra. The brand strategy has been co-developed by Publicis with its Kolkata Counterpart – LKSS.
Speaking on the campaign, Prathyusha Agarwal, CMO, ZEEL said, “Our brands and content across regions have always highlighted values that are deeply ingrained in the middle-class audiences and we believe in bringing alive the voice and spirit of this ever- evolving great Indian middle class. Our new brand campaign for Zee Bangla is targeted to resonate with the middle-class Bengali household that revers a woman as the ‘Lakshmi’ of the family.”
“With our unique brand POV-led content and communication approach, this idea will reflect across all our shows and campaigns celebrating the ‘Lokkhis’ who take charge of their lives and move their families ahead. Through the campaign ‘Notun Chhondey Likhbo Jibon’, we are celebrating these extraordinary journeys and hope it will propel change in a positive way.”