Zee’s new credo: Extraordinary Together

31 Oct,2017


By A Correspondent


It’s all over the frontpages of the mainline dailies.


The Zee group has embarked on an all-new corporate identity, and as a first, it has thanked its peers – Sony Pictures Networks, Sun TV Network, Viacom 18 and Star India – for their support to help achieve their dream. “In the last 25 years, we have broken new grounds, scaled new heights and explored new horizons in media and entertainment. This would not have been possible without the support of our peers, with whom we share a common dream of entertaining the nation. We acknowledge with gratitude their contribution in realising this dream. Here’s to all of us. And to our extraordinary future. Because together, we can make extraordinary happen


The Zee group – the entertainment, digital, news, music, live entertainment, movies – all of them together – now have a new common corporate credo: Extraordinary Together. While it embodies the earlier credo of ‘Vasudeva Kutumbakam’, Sanskrit for ‘The world is one family’, the new corporate philosophy has a firm eye on the achievement of a three billion consumer base. This growth from a 1.3bn audience currently over the next five years would mean that Zee will aggressively spread its tentacles across the globe.


In India too, there are plans to grow the franchise. In broadcast for instance, there will be variants of vanilla GECs, and the spread will be across Southern languages… for instance in Malayalam.


The Zee group had invited the media for a press meet with many of its senior professionals in attendance. Also present were three representatives from films and theatre.


Speaking on Zee’s new corporate brand ideology, Punit Goenka, MD & CEO, ZEEL said: “Our Chairman, Dr. Subhash Chandra’s vision and pioneering efforts caused a revolution in the country 25 years ago. Over time, Zee has evolved from a television broadcaster into a media and entertainment conglomerate with businesses spanning across the spectrum, from broadcasting to music, movies, digital, live entertainment and theatre, providing an extraordinary range of entertainment to audiences around the world. Our new brand ideology – ‘Extraordinary Together’ is rooted in the philosophy that from collaboration comes strength to deliver the extraordinary. In a global company like ours with interests across diverse verticals and businesses, we believe that our ability to win lies in us being able to effectively come together and harness this strength to be extraordinary in the market.”


Throwing light on the company’s growth plans, Amit Goenka, CEO – International Broadcast Business, ZEEL said, “With the vision of becoming the world’s leading global content company from the emerging markets, content is our core focus area and our primary objective is to create extraordinary content for all types of audience across different screens and platforms. Digital is a key focus area and we are soon to launch our revolutionary digital platform, Z5 in the next few weeks.”  There was much discussion on Zee’s digital foray and Amit Goenka also informed mediapersons that an all-new digital platform named Zee5 will be unveiled soon.


The new identity has been designed by London-based designer Martin Lambie-Nairn, Creative Director, ML-N. Lambie-Nairn had also designed the Zee group brand identity that’s visible on the channels and all their communication.


Said Lambie-Nairn: “Twenty-five years is celebrating what you’ve achieved and far more importantly, understanding where you are going, rethinking the brand purpose and considering how to address your audiences in the future. Before conceptualising the new brand identity, our first step was to understand this rich legacy of Zee, unravel where the viewer aspirations and expectations are headed, and then arrive at the brand purpose and ideology that is future-ready. This helped us create a truly global brand architecture that would be easy to operate across genres, businesses and countries and more importantly, introduce magic into it. With this vastly diverse bouquet of brands and businesses that Zee owns, it was necessary to have a golden thread that runs through all the businesses – an elegant and monolithic design language that links the organisation together and inspires to create the extraordinary.”



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