By A Correspondent

Zee Entertainment Television’s Hindi general entertainment channel &TV has undertaken a refresh.

Said Punit Misra, CEO, ZEEL – India Broadcast Business: “As India’s No.1 entertainment network, it is our endeavour to fulfill the entertainment needs of every viewer segment. We believe &TV, the youngest GEC in the ZEEL portfolio is best suited to cater to ‘&dians’ – the multifaceted, progressive, young urban viewers who want to be more. With our unique brand point-of-view led content creation approach, the &TV team has crafted stories and characters that ‘&dians’ will fall in love with.”

Added Prathyusha Agarwal, CMO, ZEEL:“The & Brand in our portfolio aims to disrupt the entertainment space with content that caters to the nonconformist ‘&dian’ mindset. Our new brand campaign ‘Hai KhaasHarAndaaz’ is pegged on a simple premise – today’s Indian is multi-dimensional in their thoughts, actions and aspirations and seamlessly traverse between their many roles in life and excel in each. It’s truly an & and not an OR world for them as theyadd meaning to and fulfil every relationship, value themselves and their work, go beyond what society expects them to and actualize all their &s along the way. Through this campaign we celebrate this ability of an &dian toexpand the canvas to accomplish their desires and the multiplicity idea captures their diverse hues in full glory.”

Depicting this core proposition to the viewers, is the new channel refresh campaign created by Lowe Lintas.Bringing alive the essence of the new channel thought of ‘Hai KhaasHarAndaaz’, &TV will presentsa new line-up of shows in the coming months, starting off with the recently launched Perfect Pati, two upcoming big-ticket properties and more in the offing.

Added Vishnu Shankar, Head, &TV:“As society develops and people’s ethos progress, we capture the change and reflect this sentiment in the entertainment we provide to our audience. Ever since its inception, we at &TV believe in psychographics, not demographics – targeting a contemporary blooming mindset. Our new brand campaign pays tribute to today’s ‘&dian’. As we move forward, we will present Khaas stories and engage our viewers in our unique Andaaz, in line with the brand motto.