Zee Entertainment salutes army with FCB

04 Apr,2017



Zee Entertainment has launched a special initiative called ArmybehindtheArmy, which aims at recognising the selfless women behind our brave soldiers and who are the true source of their inspiration.


#ArmyBehindTheArmy has been created and conceptualised by FCB Ulka, Zee’s creative agency.


Speaking about this initiative, Zee MD and CEO, Punit Goenka said: “I’m extremely thrilled to launch this initiative which salutes the real army behind our brave soldiers. In our journey of 25 years, Zee has always stood for women, and we’ll continue to do so forever.”


Added Swati Bhattacharya, Chief Creative Officer, FCB Ulka Advertising: “When we think of the word ‘soldier’ we always think of a man. When we hear the word ‘patriotism’ we think of loud slogans, louder gunshots and again men.”


Said Sunil Buch, Head – Corporate Brand & Communications and CEO – Zee Live and Zee Talent: “While our brave soldiers Respect and Recognise, the women behind their bravery, it is time that every citizen of our nation salutes them and applauds their contribution.”


The salutation anthem film is shot by director Ken Rolston from Story Tellers, a leading film production firm. A visual identity designed by FCB Ulka for the initiative – is inspired by army fatigues, with a camouflage design that is derived from women in various acts of nurturing and caring. This lends a strong visual and emotive character to the communication.


The campaign will culminate in a grand salute on Republic Day next year.



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