Zee unveils new corporate brand identity

20 Jun,2013

By A Correspondent


Media and entertainment conglomerate Zee Entertainment Enterprises has unveiled its new corporate brand identity and positioning. “Vasudhaiva Kutumbakam”, inspired by the core message “The World is my Family”, is the new positioning, which has been creatively integrated and crafted with the brand logo.


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. The concept originated in the MahaUpanishad in a shloka and it means – “Only small men discriminate saying: One is a relative; the other is a stranger. For those who live magnanimously the entire world constitutes but a family.”


Punit Goenka

Speaking on the new brand positioning, Punit Goenka, MD & CEO, Zee Entertainment Enterprises Limited (Zee) said, “Zee as a brand has earned global recognition over the last 20 years. Proud of its Indian heritage Zee is a cultural ambassador uniting millions of people in India and across the world through entertainment. It is a matter of immense joy to see this beautiful family of viewers, shareholders, partners and other stakeholders grow stronger. By imbibing this philosophy, we not only cherish their presence, but also welcome the world to be a part of this family”.


The positioning and identity have also been extended to cover the group’s news and digital business verticals under one umbrella brand, called Zee Media.


Ambi Parameswaran

Ambi Parameswaran, ED & CEO of Draftfcb Ulka Mumbai, the creative agency behind the new positioning route, commented, “Zee is not just another brand for our agency and our relationship with the Zee runs deep. We believe Zee is a true pioneer and a trailblazer in the media & entertainment arena. Today, it is a force to reckon with on the global stage as well. The company is rooted in true Indian values of philanthropy and spirituality. The new identity and the global positioning line try to embody this in a succinct manner.”


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