Tag: Deepak Rajadhyaksha

By A Correspondent

Twenty-five years after launch, Zee TV unveils an all-new ideology, encapsulated in the line – Aaj Likhenge Kal. The fresh reiteration of its brand purpose urges the audiences to curate their own extraordinary future. Two films have been created by Zee’s new creative agency, Publicis India.

Said Punit Misra, CEO – Zee Entertainment Enterprises Limited, Domestic Broadcast Business: “As a pioneer of the satellite broadcast space, Zee TV’s content has always highlighted values that are deeply ingrained in the middle-class audiences around the world. As we look forward to the next leg of our journey, it is important for us to continuously reflect the aspirations of the evolving viewer, and inspire them to be their extraordinary self. Aaj Likhenge Kal is a brand and content mantra which will translate into a stronger bond with viewers. We wish to walk along the life journeys of our viewers and nudge and support them to proactively take control of their destinies. Zee TV’s evolution of its brand proposition is a part of a larger brand refresh exercise for our organization.”

The Aaj Likhenge Kal philosophy is brought alive with a brand new visual identity, where each element signifies the aspiration of the great Indian middle class, note a communique, adding:  “The circular logo denotes the universal appeal of Zee TV’s all-inclusive content. The orange colour represents the inner glow or radiance that emanates from within – a symbol of positivity and confidence that the brand echoes. The brand packaging will be brought alive through elements of nature such as fire, earth, water, air – the diya which represents light and hope, the blooming of an orange flower that stands for the beauty of life and evolution, gold that denotes eternal richness and mosaic which enunciates the power of synergy that stems from several fragmented pieces coming together to form a beautiful whole.”

Added Deepak Rajadhyaksha, Deputy Business Head – Zee TV: “With Aaj Likhenge Kal, we are cementing the building blocks of our relationship with viewers. As we move forward, we hope to unlock the India of our dreams by serving as catalysts in transforming the middle-class into self-motivated go-getters, reaching out for the extraordinary. Our shows, be it the existing line-up or the new launches, will be in reflective of our core proposition. With them, we wish to ignite a spark amongst our viewers to fight both intrinsic and societal battles, and proactively transform their destinies to shape a beautiful tomorrow.”

Said Prathyusha Agarwal, CMO, ZEEL: :As we bring alive our brand philosophy through our shows and characters, a robust marketing strategy will establish and amplify the brand POV through multiple brand assets. Our brand anthem, composed by Vishal Bharadwaj, sung by Shreya Ghoshal and Arijit Singh hums the extraordinary journeys our audiences are making and hopes to be the voice of this unwavering spirit. Our brand film captures the essence of the great Indian middle class rising and aims to spark many more to take the leap. To truly touch people’s lives with the essence of Aaj Likhenge Kal this Diwali, Zee TV will bring light to the nation’s budding future through mobile vans with LED lit installations of the new logo. These vans, strategically placed, will provide light for those who would otherwise study under street lamps.”