General entertainment channel Zee Tamil is celebrating 15 years of engaging viewers with a new design interface meant to capture the heart and soul of Tamil Nadu.
The marigold-inspired design is reflective of the cultural ethos of the region. Rooted in its brand promise of ‘Manadhal inaivom, maatrathai varaverpom’ (Bridging hearts and welcoming change), Zee Tamil’s transformation paves the way for embracing change while connecting with today’s confident, vibrant consumer, informed an official statement.
The new design has been supported by neuroscience, to capture consumer attention, enhance memorability and viewer retention of tune-in details. It also solidifies platform recall and amplifies brand partners’ visibility, the statement added.
Kartik Mahadev, Chief Marketing Officer – Content SBU, ZEE, said, “Zee engages the many Bharaths and its aspirations through content brands that are rooted in culture. The refreshed Zee Tamil brand design is an ode to the strength and dynamism of the Tamizh viewer. The “marigold” inspired design is a vibrant expression of the auspicious new beginning that the channel seeks to provide through its inspiring content, nudging positive actions and inspiring outcomes. Zee Tamil’s transformative endeavour will further strengthen the ZEE network commitment to consistently design and deliver extraordinary experiences to our viewers.”
On the channel’s business strategy, Ramanagirivasan, Chief Channel Officer – ZEE Tamil, said, “Over the past 15 years, Zee Tamil has built a robust audience connection through content crafted with a profound understanding of consumer sentiments. This bond is a testament to the deep emotional resonance we share with our viewers. In the last one year, the strategic overhaul of our prime-time fiction programming has resulted in a substantial surge in viewership share in Tamil Nadu (U+R), from 17 pc to an impressive 23 pc. We aspire to carry forward this momentum by not just delivering engaging content but also enhancing consumer experience through our innovative tech-forward approach.”
In sync with the larger campaign thought ‘Ungal manam virumbum maatram, indhe ini aarambam’, which translates as ‘A good start to the change your heart desires’, the channel said it will embark on this new journey by reaching out to one lakh women across temples in Tamil Nadu and offering them prasadam along with marigold flowers.
Zee Tamil will also launch two shows – Naladamayanthi and Sandhya Ragam – on October 9, 2023 in the prime time.
In the wake of the brand refresh, Zee Tamil’s annual awards show ‘Kudumbha Viruthugal’ will now extend its invitation to the Tamil diaspora across the globe. Select fans will win an opportunity to meet the TV stars in person.
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