Zee Tamizh re-brands with new logo, tagline and shows to create fresh brand identity

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

e4m by Akshata R Murthy
Published: Oct 16, 2017 7:32 AM  | 3 min read

The re-branding exercise which changes the look and feel of the channel is done by the Zee Tamizh network with a belief that it will create more value for the channel among the advertisers and take the channel to the next level according to Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited. He also talks about the big campaign that is being done to promote this change brought out by the network.Excerpts: 

Why did you plan on re-branding the channel? Please tell us more about the changes that can be witnessed.
There was huge traction to the channel. The consumer felt the need for a change and at the same time to preserve what they currently have. We too have a desire to progress, so decided to re-brand. The current brand idea is to ‘get bound with our hearts and welcome change’. We wanted to be a channel for all age groups and to get the older and younger generations find their source of true entertainment in Zee Tamizh. We’ve currently hired Jyothika Saravanan as our brand ambassador for the huge marketing campaign that started on 15th October. 
As soon as we decided to re-brand, we began to work on each product of the channel. With this, we will launch new fiction shows. We also came out with the new logo during the singing show ‘Sa Re Ga Ma Pa’ on 15th October at 8:00 pm. One other addition to this exercise is that Zee Tamizh is now available on HD across all cable and DTH.

What is the impact of this on the channel?
We believe this will take the channel to the next level. It will help appeal to a larger crowd. From the advertiser’s side, they will see great value in the brand now. Also, it is important to note that our advertisers' base has increased manifold.

How is the GEC market in Tamil Nadu?
It is the largest and one of the strongest market in South India. It has incumbent players who exist from a very long time. There is competition amongst the players which will help each of the channels grow.

How has the Zee Tamizh’s journey been so far?
So far, it’s been interesting. We are a nine-year-old, fastest growing channel in this market. We are also the youngest channel compared to all the other leading channels present here.

What do you think gives Zee Tamizh an edge over the others present in this space?
We are the leaders in our space. One of our strengths is our strong fictional base. When all other players focus on just one genre, we provide all sorts of genres. This makes viewers expect something very new from Zee Tamizh including stories and characters in non-fictional shows. We have also showcased some very inspiring stories focusing on underdogs emerging victorious in life. These are some stories which motivate our viewers and they can relate to.

Can you tell us something more about the big campaign that you are doing for this launch?
This will start after the launch of re-branded collaterals. It is an integrated media campaign where we’ve included print, radio and digital. We’ve done two short films with Jyothika for this. The activities are going to be both on-air and off-air with regular ground activities after the brand activation. We’ve also included all the Zee Tamizh characters in this campaign where they come together to promote this.

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