Mumbai : Subhash Chandra’s Zee Entertainment Enterprises (ZEEL) has released another corporate brand film titled ‘The World is My Family’. Created by FCB Ulka, under the direction of Sid Sikand, it depicts people from different cultures, nations and age-groups connecting with each other through brand ZEE, which plays on emotions shared worldwide.
In June last year, the network adopted the ancient Indian Upnashadic philosophy of ‘Vasudhaiva Kutumbakam- ‘The World is my Family’, to position itself as a global brand. ‘Vasudhaiva Kutumbakam’ is the ancient Indian dictum on shared humanity, promoting a world where there is unity, harmony and respect for every individual, irrespective of caste and creed.
This was followed by the release of its first corporate brand film, executed by Scarecrow Communications, in November 2014. While it showed people of different race and nations dipping themselves in the colourful traditions spanning geographies in India, the recently-launched 60-seconder speaks of ZEE being the emotional connect across diversities.
Speaking on the new film, Roland Landers, head – corporate brand, ZEEL, says, “In its journey of 22 years, ZEE has made a significant place in the hearts and minds of millions of viewers across the world. Through this film, we not only cherish their presence, but also welcome the world to be a part of this family.”
The film is on air on all ZEE Entertainment and ZEE Media channels. As many as 60-70 prime-time spots (per day, per channel), in both domestic and international territories, have been allotted to it. Its roll-out will also be supported by print ads in mainline and trade media. Additionally, intensive promotion on all social media platforms (Facebook, Twitter and YouTube) will be done, both organically and inorganically.
“ZEE is, today, this massive family with millions of family members around the world, connected through highly engaging television and movie content. We are celebrating this inclusive value of Vasudhaiva Kutumbakam or the ‘World is a Family’ with this film,” comments Satbir Singh, chief creative officer, FCB Ulka.
Zee Entertainment Enterprises is one of India’s leading television media and entertainment companies. It claims to be among the largest producers and aggregators of Hindi programming worldwide, with an extensive library of over 120,000 hours of television content, and over 959 million viewers across 169 countries.
