• Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Television
  • Advertising
    • PR
    • Mobile/Digital
  • Marketing
    • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
Sunday, December 15, 2019
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Television
  • Advertising
    • PR
    • Mobile/Digital
  • Marketing
    • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
No Result
View All Result
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Television
  • Advertising
    • PR
    • Mobile/Digital
  • Marketing
    • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
No Result
View All Result
MediaNews4U.com
No Result
View All Result
Home Exclusive

ZEE Entertainment salutes the real #ArmyBehindTheArmy with special initiative in Zee Cine Awards

by Editorial
March 31, 2017
in Exclusive, Featured
3 min read
ZEEL’s Q2FY18 Consolidated Operating revenue declines by 6.7% (YoY)

Share Share ShareShare

Pays a unique tribute to #ArmyBehindTheArmy – the wives, mothers, daughters, sisters of India’s brave soldiers and launches this special initiative at the Zee Cine Awards.

Mumbai: We are protected by the strength of the Indian army. But have we ever pondered on the source of their strength? Their strength is an army behind them in the form of mothers, wives, sisters, daughters who silently toil day and night making up for their sons, husbands and fathers who are busy protecting the nation.

ZEE Entertainment has always focused on Women Empowerment, either through its content offerings or social initiatives. In this journey of empowering women, ZEE has launched a special initiative called  ArmybehindtheArmy, which aims at recognizing the selfless women behind our brave soldiers and who are the true source of their inspiration.

These women display great strength of character and resolve in the face of unending challenges. With grit and quiet determination, they deal with perpetual anxiety, constant adaptation and perform multiple roles to make up for the absence of the man of the house who is away at the battlefront, serving the nation.

It’s time to pay tribute to this silent ‘Army behind the Army’. The mothers, wives, sisters, and daughters – the unsung heroes of military life.

#ArmyBehindTheArmy has been created and conceptualized by ZEE’s creative agency – FCB Ulka Advertising. Going beyond a mere advertising idea, this initiative is rooted in real life and aims to give army wives and mothers the honor they truly deserve for their role in nurturing families, building strong communities and a healthy nation. It also brings to light the epic work which this real army behind the brave soldiers does, to support its families.

Punit Goenka
Punit Goenka

For the past 25 years, ZEE has supported and given Indian women a voice onscreen through its content as well as sought betterment for them through on-ground social initiatives. #ArmyBehindTheArmy is another major step taken by ZEE in this direction.

Speaking about this initiative, ZEE’s MD & CEO, Punit Goenka said, “I’m extremely thrilled to launch this initiative which salutes the real army behind our brave soldiers. In our journey of 25 years, ZEE has always stood for Women, and we’ll continue to do so forever.”

Swati Bhattacharya

Swati Bhattacharya, Chief Creative Officer, FCB Ulka Advertising says, “When we think of the word ‘soldier’ we always think of a man. When we hear the word ‘patriotism’ we think of loud slogans, louder gunshots and again men. For me this idea is about 2 important words, ‘respect’ and ‘recognition’. For me the mothers, wives and daughters of the army are the stronger army. They are our Paramvirs and our Mahavirs. Let’s celebrate their strength and their nationalism. Let’s salute the #ArmyBehindTheArmy. I’m grateful to ZEE for their support in launching this initiative.”

This special initiative will be launched at the ZEE Cine Awards on 1st April 2017. A 2-minute salutation anthem video capturing the idea will be presented by Anushka Sharma who herself hails from an army family.

Sunil Buch
Sunil Buch

Mr. Sunil Buch, Head – Corporate Brand & Communications and CEO – ZEE LIVE & ZEE Talent said, “While our brave soldiers Respect & Recognize, the women behind their bravery, it is time that every citizen of our nation salutes them and applauds their contribution. ArmybehindtheArmy wants to bring to the face, the silent patriotism that is being demonstrated by the wives, daughters, mothers and sisters of our brave soldiers within their four walls and the society. The nation must pause, reflect and salute these women whenever they see or meet them.”

The salutation anthem film shot by director Ken Rolston from Story Tellers, a leading film production house brings alive the grit and inner struggle of these women through a powerful and emotive narrative – Hum Hain. The film is a montage of portraits of real wives, widows and mothers of the forces. We see them in the fields, in their homes, with their children, with the wedding album, going through life… alone.

The strong visual cue – a unique visual identity designed by FCB Ulka for the initiative – is inspired by army fatigues, with a camouflage design that is derived from women in various acts of nurturing and caring. This lends a strong visual and emotive character to the communication.

Subsequently a multimedia campaign will be launched that will include social media, mass media, and across the leading channels of ZEE backed with on-ground activities. The campaign will culminate in a grand salute on Republic Day next year.

This special initiative will be launched on 1st April at 7 pm at the ZEE Cine Awards by Anushka Sharma and it will be aired on Zee Cinema.

Tags: #ArmyBehindTheArmyFCB Ulka AdvertisingKen Rolston from Story TellersPunit GoenkaSunil BuchSwati BhattacharyaZEE Cine AwardsZee LiveZEE Talent

Related Posts

Amway strengthens its Nutrilite Traditional Herbs Range
Brand Stories

Amway strengthens its Nutrilite Traditional Herbs Range

December 14, 2019
104.8 Ishq launches the second season of ‘What Women Want’ with Kareena Kapoor Khan
Featured

104.8 Ishq launches the second season of ‘What Women Want’ with Kareena Kapoor Khan

December 14, 2019
COLORS Tamil to premiere Game Show 'Kodeeswari' from 23rd December
Featured

COLORS Tamil to premiere Game Show ‘Kodeeswari’ from 23rd December

December 14, 2019
Movies NOW gives its viewers 100 reasons to celebrate this festive season with 100 Mania
Featured

Movies NOW gives its viewers 100 reasons to celebrate this festive season with 100 Mania

December 14, 2019
Asian Paints Unveils new TVC Josettan’s Classroom Conceptualised by Ogilvy
Brand Stories

Asian Paints Unveils new TVC Josettan’s Classroom for Ultima Protek Conceptualised by Ogilvy

December 14, 2019
Aditya Music Garners 10 Million subscribers in two YouTube channels
Featured

Two channels of Aditya Music Garner 10 Million subscribers on YouTube

December 14, 2019
Please login to join discussion
Ability of brands to leverage Conversational AI to drive growth is immense: Raghavendra Kumar Ravinutala, Yellow Messenger

Ability of brands to leverage Conversational AI to drive growth is immense: Raghavendra Kumar Ravinutala, Yellow Messenger

December 13, 2019
K Madhavan, the new Country Manager of Star and Disney India

K Madhavan, the new Country Manager of Star and Disney India

December 13, 2019
The Advertising Club’s “MARQUEES 2019” recognizes the best in Indian marketing

The Advertising Club’s “MARQUEES 2019” recognizes the best in Indian marketing

December 13, 2019

Priyanka Rishi named General Manager and EVP, BBDO Mumbai

December 13, 2019
Blockchain builds trust transparency convenience to unlock value and grow business: Gowthaman Ragothaman, Aquilliz

Blockchain builds trust transparency convenience to unlock value and grow business: Gowthaman Ragothaman, Aquilliz

December 12, 2019
Wavemaker India launches influencer-marketing product - ‘WM Thrive’; bets big on advocacy

Wavemaker India launches influencer-marketing product – ‘WM Thrive’; bets big on advocacy

December 12, 2019

Subscribe to Newsletters

Highlights

Movies NOW gives its viewers 100 reasons to celebrate this festive season with 100 Mania

Asian Paints Unveils new TVC Josettan’s Classroom for Ultima Protek Conceptualised by Ogilvy

Two channels of Aditya Music Garner 10 Million subscribers on YouTube

Sony SAB extends its happiness offerings with the launch of ‘Khushiyon Wala New Year’ contest

Tata Sky Partners with COLORS Kannada to bring ad-free, high quality Kannada movies

GenY Medium has won the digital mandate for Digi-Prex

Trending

Amway strengthens its Nutrilite Traditional Herbs Range
Brand Stories

Amway strengthens its Nutrilite Traditional Herbs Range

by Editorial
December 14, 2019
0

New Delhi: Amway India, leading direct selling FMCG company, today expanded its popular Nutrilite Traditional Herbs range with the launch of Nutrilite...

Movies NOW gives its viewers 100 reasons to celebrate this festive season with 100 Mania

Movies NOW gives its viewers 100 reasons to celebrate this festive season with 100 Mania

December 14, 2019
COLORS Tamil to premiere Game Show 'Kodeeswari' from 23rd December

COLORS Tamil to premiere Game Show ‘Kodeeswari’ from 23rd December

December 14, 2019
Asian Paints Unveils new TVC Josettan’s Classroom Conceptualised by Ogilvy

Asian Paints Unveils new TVC Josettan’s Classroom for Ultima Protek Conceptualised by Ogilvy

December 14, 2019
104.8 Ishq launches the second season of ‘What Women Want’ with Kareena Kapoor Khan

104.8 Ishq launches the second season of ‘What Women Want’ with Kareena Kapoor Khan

December 14, 2019
Aditya Music Garners 10 Million subscribers in two YouTube channels

Two channels of Aditya Music Garner 10 Million subscribers on YouTube

December 14, 2019

Contact Us :

UPLIFT MEDIANEWS4U DIGITAL PVT LTD

No. 82, Aram Nagar 2, JP Road

Versova, Andheri West

Mumbai – 400061

Umanath.V
+91-99400-17868
umanath@medianews4u.com

© 2019 medianews4u.com

No Result
View All Result
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Television
  • Advertising
    • PR
    • Mobile/Digital
  • Marketing
    • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column

© 2019 JNews - Premium WordPress news & magazine theme by Jegtheme.

Login to your account below

Forgotten Password?

Fill the forms bellow to register

All fields are required. Log In

Retrieve your password

Please enter your username or email address to reset your password.

Log In