Mumbai: Zee Bangla’s latest brand philosophy “Notun Chhondey Likhbo Jibon”(Orchestrating life in a new rhythm) ignites a spark amongst the middle-class Bengali women to draw from their inner strength, tide over internal and external battles and take charge of their future to achieve the extraordinary.
This new brand identity will be revealed during the telecast of the biggest musical reality show ‘Sunrise Pure Presents Sa Re Ga Ma Pa co-powered by Fortune Refined Soyabean Oil, Aquaguard and Wild Stone’ to be aired on the channel on Sunday, 7th October 2018 starting 9.30 PM.
Since its launch in 1999, Zee Bangla has continued to lead in the Bengali entertainment space on the strength of its content offering, with relatable and progressive stories through its shows like Joyee, Rani Rashmoni,Krishnokoli, Saath Bhai Champa, Bokul Kotha, DadagiriandDidi No. 1
Musical talent platform Sa Re Ga Ma Pa hosted by Jishu Sengupta which showcases extraordinary journeys of commoners, is also included as a flagship show for the campaign. The underlying concepts for all the shows echo the channel’s new brand philosophy. Through its unique content creation and innovation, Zee Bangla has also been an inspiration for the other stalwart channels within the Zee network.
Amit Shah, Cluster Head – Regional Markets, ZEEL, said “Over the last 2 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 woman, who is an epitome of resilience, courage and social change.”
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 Banglais 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 willpropel change in a positive way.”
The Brand Anthem orchestrated by Shantanu Moitra and sung by Shreya Ghoshal, Captures the current day aspirations and changes in the middle class Bengali households. Two brand films were directed by Dibyendu Bose from Opus Communication Pvt Ltd and music by Shantanu Moitra. The brand strategy has been co-developed by Publicis with its Kolkata Counterpart – LKSS.
Samrat Ghosh, Business Head – Zee Bangla and Zee Bangla Cinema, ZEEL, said “We live in an ever changing and evolving society and over the past 25 years, we have captured this facet through the entertainment we provide to the viewers. With ‘Notun Chhondey Likhbo Jibon’ we are creating a refreshed positioning for Zee Bangla and look to inspire the middle-class Bengali women to overcome their inner fears, identify the potential within and orchestrate a better life for themselves and their families.”
As the programming line-up continues to develop further in upcoming months, Notun Chhondey Likhbo Jibon will take precedence in all aspects of content design encouraging viewers to celebrate their indomitable spirit and make their lives truly extraordinary.