ZEE unveils new corporate brand identity

The new brand positioning, ‘Vasudhaiva Kutumbakam’, highlights ZEE’s Indian heritage as well as reinstates its presence across the world

e4m by exchange4media Staff
Updated: Jun 21, 2013 8:08 AM
ZEE unveils new corporate brand identity

Reinstating its presence across the world, Zee Entertainment Enterprises (ZEE) has unveiled its new corporate brand identity and positioning. ‘Vasudhaiva Kutumbakam’, inspired by the core message – ‘The world is my family’, is the all new positioning, which has been integrated and crafted with the brand logo. The positioning and identity have also been extended to cover the Group’s news and digital business verticals under one umbrella brand, called Zee Media.

Speaking on the new brand positioning, Punit Goenka, MD & CEO, Zee Entertainment Enterprises said, “ZEE as a brand has earned global recognition over the last 20 years. Proud of its Indian heritage, ZEE is a cultural ambassador uniting millions of people in India and across the world through entertainment. As a global citizen in this rapidly connecting world, ZEE has embraced this maxim as a belief.”

Draftfcb Ulka Mumbai is the creative agency behind the new positioning route. Commenting on this assignment, Dr Ambi MG Parameswaran, ED & CEO, Draftfcb Ulka Mumbai said, “ZEE is not just another brand for our agency and our relationship with the ZEE runs deep. We believe ZEE is a true pioneer and a trailblazer in the Media & Entertainment arena. Today, it is a force to reckon with on the global stage as well. The company is rooted in true Indian values of philanthropy and spirituality. The new identity and the global positioning line try to embody this in a succinct manner.”

Vasudhaiva Kutumbakam is the ancient Indian dictum on shared humanity, promoting a world where there is unity, harmony, and respect for every individual irrespective of caste and creed. The concept originated in the Maha Upanishad in a shloka and it means - “Only small men discriminate saying: One is a relative; the other is a stranger. For those who live magnanimously the entire world constitutes but a family.”

Reflecting the media conglomerate’s Indian heritage and ethos, the words ‘Vasudhaiva Kutumbakam’ written in English are capped off with a line over them (like in the Devnagri script). The ‘Dands’ (∫∫∫∫) on either side of the word Vasudhaiva Kutumbakam amplify the authentic Vedic origin of the ideology and signify the essence of ‘Completeness’. The ‘Bindu’ signifies the ‘mark of welcoming someone in your home’.

This new visual identity will be taken across all communication touch-points in India and across the world.

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