Hyderabad: ZEE Telugu has unveiled its new brand identity — Prematho Zee Telugu — marking a powerful emotional shift in its storytelling and cultural positioning. Reaching over 83 million viewers across 24 million households, the channel aims to deepen its resonance with Telugu audiences by celebrating the spirit of togetherness and community.
At the heart of this transformation is a moving brand campaign that highlights the essence of belonging and shared strength. Rooted in the theme “Mamathathone Maata Madhuram”, the campaign is a tribute to everyday emotional truths and the power of collective resilience.
The centerpiece of the campaign is a poignant brand film, available here, which narrates the story of an army father called to duty just before his daughter’s wedding. In his absence, the entire community unites to ensure the celebration carries on with undiminished joy, showcasing the depth of connection and compassion among neighbors.
Filmed in the rustic charm of a West Godavari village, the film celebrates Telugu heritage with evocative cultural symbols such as the Thataku pandiram, Muggu designs, Avakaya annam moments, and Boondi ladoos. It features an ensemble cast of beloved ZEE Telugu artists including Jagadhatri-Kedar, Arundati, Bhagamathi, Amarendra, Chamanthi-Prem, Adya-Sreenu, and Ramalakshmi-Shourya, portraying the warmth and solidarity of a close-knit community.
Adding a musical soul to the campaign is the specially composed track ‘Sandadi Sandadi’, sung by Revanth and Jayasree, reinforcing the film’s themes of unity, resilience, and celebration.
Speaking on the campaign, Anuradha Gudur, Chief Content Officer of Zee Telugu, said, “’Prematho, Zee Telugu’ is a testament to our commitment to authentic storytelling. We meticulously crafted this brand film to bring alive the essence of Telugu culture, ensuring that every detail, from the landscapes to the rituals, reflects the lived experiences of our viewers. It’s a mirror to how Telugu people show up for each other, and a reaffirmation of Zee Telugu’s role as a trusted companion in their daily lives. This campaign is, at its heart, a tribute and a celebration of enduring relationship within our society.”
The campaign was launched during the telecast of the 23rd Zee Cine Awards 2025, with seven films premiering simultaneously across Zee’s TV and digital platforms — bringing one powerful idea to life through diverse narratives and voices.
With Prematho Zee Telugu, the brand reaffirms its position not just as an entertainment channel, but as a companion that reflects every home, every voice, and every lived emotion of its audience.
This is more than a new identity.
This is Prematho ZEE Telugu.
