Zee Kannada unveils new brand proposition & identity

The new brand image was revealed by Rocking Star Yash at the Zee Kutumba Awards 2018

KannadaChannel

Zee Kannada has unveiled a new brand identity and launched its HD channel. The unveil and launch took place at a grand ceremony at the Zee Kutumba Awards 2018, where Rocking Star Yash did the honours of launching the refreshed brand image with the entire Zee Kannada family.

Based on insights from extensive consumer research, Zee Kannada understood that the Kannadiga woman has always been nurturing and caring, but her canvas of expression for ages was limited to a homemaker, the channel said in a statement. However, now she is partnering, mentoring and leading the transformation in her home and in the society. The evolution in society has stretched this canvas of possibilities for her. She sees more & more women exploring and experiencing the new. Her only challenge being the pressures of conditioning, people’s opinions and self-doubt that maybe pulls her back from exploring these possibilities to the fullest of her potential.

Building on this consumer sentiment and with the objective of giving the channel’s viewers that innate spark to break their limits in their mind and open doors to possibilities, Zee Kannada has revealed its new brand proposition, 'Bayasid'dha Bāgilu Tegiyōṇa', which translates to ‘Open Doors to Possibilities’, to inspire viewers, especially women, to take initiatives and rise above circumstances to craft their own destiny.

Zee Kannada’s shows have always been about characters who break the limits of their mind. Be it fiction or non-fiction, each and every creation by the channel inspires millions to break their own limits and stands as a platform that open doors to extraordinary possibilities; be it the story of Kamali who didn’t let her origins limit her ambitions, or Geetha not letting her obesity be a limitation when it comes to winning the love of her husband. Each of Zee Kannada’s content, characters & creations unite to inspire women every day, with the energy to un-limit the limits set by conditioning, open the doors of their mind and achieve the extraordinary.

Commenting on the new brand identity, Raghavendra Hunsur, Business Head of Zee Kannada said, “Over the last 12 years, Zee Kannada has earned the dominance of being the entertainment hub in the Kannada television market. With a refreshed brand purpose, we strive to inspire our viewers to break their barriers and look beyond their limits to achieve the unachievable. Synonymous with the Kannadiga pride, Zee Kannada will stimulate women with progressive and onward-looking entertaining content, featuring bold and determined characters that echo the channel’s new brand image. We are bringing new shows and extending our prime time shows on weekends to amplify the viewing experience. Our fiction shows will be taking dramatic turns to bring alive the brand proposition and the journey going forward is going to be very exciting and inspiring.”

He added, “We are also glad to announce on this occasion the launch of Zee Kannada HD, which was much desired by our viewers and we are hoping to enhance their content viewing experience further with the HD Channel.”

Echoing the new brand positioning of Zee Kannada, the channel will undergo a transformation with the key existing fiction and non-fiction shows. Kamali, Brahmagantu, Jodi Hakki, Subbalakshmi Samsara, Sa Re Ga Ma Pa Season 15, and Shree Vishnu Dashavatara will witness significant plots that would bring alive the brand promise. A new fiction show launch is scheduled for later this year – Paru, the story of a poor girl falling in love with a rich boy and having to overcome limitations in a home that thrives in a strong class conflict scenario.

As part of this campaign, Zee Kannada will bring to life its refreshed brand promise with a brand film that showcases a housewife who breaks the limits in her mind and learns how to ride a two-wheeler, to get her daughter to her tuition classes on time; how her husband is supportive of this decision of hers and how this new opportunity contributes to the betterment of the family, forms the crux of the film. The lilting background score to the film has been sung by Bombay Jayshree.

Zee Kannada is accompanied by a brand-new logo, and a refreshed look for the channel on-air, as well as off-air. Zee Kannada’s new logo and packaging is based on the theme of radiance that transforms, bursting with inspiring energy, enthusiasm and warmth.

The campaign breaks with an extensive multimedia plan, unfolding across television, trade, print, radio, outdoor, mobile, cable, digital and on-ground events, for over 8 weeks, covering the length and breadth of Karnataka – all 30 districts, including 8 major towns, ensuring a top-of-mind recall in the minds of the audience.

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