Mumbai : Zee TV has announced the evolution in its core proposition from ‘Ummeed Se Saje Zindagi’ to ‘Har Lamha Nayi Ummeed’ in its annual ”Zee Rishtey Awards” function and ZEEL MD & CEO Punit Goenka launched an all-new, vibrant and dynamic brand packaging that resonates with its core ethos, while staying relevant to the changing palate of its loyal audiences.
With a reflection of the adage that ‘Tomorrow belongs to those who prepare for it today’, in keeping with this thought, the channel announced a new brand identity featuring a new logo with a slogan ‘Ummeed Se Saje Zindagi’ in June 2011, conveying a progressive outlook for the channel.
Today, Zee TV adds another layer to its core proposition, making it even more relevant to everyday life scenarios that its viewers are faced with. Zee TV’s new brand slogan ‘Har Lamha Nayi Ummeed’ captures the beauty of re-discovering a new ray of hope with every moment of life.
Speaking on the occasion, Zee TV Business Head Pradeep Hejmadi said, “Zee TV’s core proposition of Ummeed se saje Zindagi was about a celebration and vindication of a woman’s emerging beliefs and a reflection of her changing hopes, dreams and optimism. This essence was embodied by each of our protagonists who emerged as role models and harbingers of hope for the masses. In that sense, Zee TV will always stand for Ummeed. It is the articulation that will change to reflect the changing times. Today, with India poised for growth, there is a feeling of ‘a new hope, every moment’. Zee TV’s new slogan ‘Har Lamha Nayi Ummeed’ captures this spirit and its brand philosophy as also its content will reflect the same.”
About the new packaging for the channel, he adds, “Designed and developed by the internationally acclaimed design studio Les Telecreateurs, Zee TV’s aqua blue logo now makes way for a deeper shade of blue, lending it a stronger, more dynamic edge. The new motif of the packaging is a spinning top, originally derived from the left top portion of the ‘Z’ itself. It spins, taking the form of a beautiful flower-like element. Here, each spine is perceived as a new lamha; every show of Zee TV is a new lamha, a new emotion, a new sense of exuberance, a new cherishable moment. And from this thought stems the new brand slogan ‘Har Lamha Nayi Ummeed’. The color scheme of the new packaging is further fine-tuned to a strong blue for weekday fiction shows evoking the faith and trust of our viewers, yellow for weekend fiction signifying warmth and optimism, orange for weekend non-fiction that stands for cheer, confidence and celebration. The red packaging for movies and events represents excitement and youthful energy.”
Zee TV has rolled out a 360-degree marketing campaign across HSM to unveil the new identity. The creative agency FCB Ulka has conceptualized a simple yet memorable visual device of ‘fingers crossed’ to bring alive the new proposition. The channel has also brought on board music composers Salim Sulaiman to compose an upbeat and memorable audio pneumonic to bring alive the essence of the new brand proposition.
Says Nitin Karkare, COO, FCBUlka, “Har Lamha Nayi Ummeed – the power of the moment that can bring hope/ummeed being the notion and tagline, the creative idea had to be something that not only sticks to people’s minds, promotes a telegraphic take-out of the message but also has a viral potential to become the talk of the town.”
In the wake of this brand refresh exercise, the channel will call out to its viewers to share their Ummeed stories – slices of their life that will go on to inspire content on Zee TV as well as be showcased on digital platforms. Some of the most impressive, crowd-sourced stories will even be curated into a book by a best-selling author. Zee TV also plans to encourage its viewers to begin contributing videos of their acting, dancing or singing to an online talent repository, with gratification for the best entries every single month.