ShivRaj
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To reach more eyeballs, English GEC Zee Café recently announced a brand refresh initiative with the new tagline ‘All Eyes On New’.
Speaking to TelevisionPost.com about the initiative, Zee English cluster business head Ali Zaidi noted that the aim is to ensure better reach.
“Zee Café has always been a trendsetter in the English entertainment space, bringing the latest and best of content to its audience. To reach out better to our end consumers and to ensure maximised entertainment, the channel recently announced the brand refresh. The new slogan ‘All Eyes On New’ epitomises the repertoire of its clutter-breaking content and urges the audience to stay hooked on to Zee Café. It falls in tandem with the channel’s continued endeavour to present its audience with the best of Hollywood content that too within few hours of the US premiere.”
The refresh, he added, reiterates Zee Café as a symbol of the new. The new brand ethos is further emphasised in the narratives and characters of each new show. “Taking the new ethos forward is also the channel’s visual identity—the face of the channel—the first step to surprise and punch in change. The logo shows a bold Zee Café, standing tall and towering over everything. It is depicted in strong 3D, the visual language of larger-than-life graphics. The look is contemporary with a universal appeal. The colours have been treated in line with today’s sensibilities to reflect the youthfulness and exuberance of the viewers.”
Zaidi further said that the channel elements have been put together by an international agency. “The creative campaign has been executed by Draft FCB ULKA and the consumers’ reaction has been very positive.”
Content: The content showcase is a blend of drama, comedy, thrill and action curated for those who are always looking forward to exploring something new. The channel continues with its marquee property ‘Along With the U.S.’ (within few hours of the US premiere) and airs shows such as ‘Gotham S3’, ‘Big Bang Theory S10’, ‘Supergirl S2’, ‘Secret and Lies S2’ and ‘Lethal Weapon’ every Monday to Friday, 10 pm.
Bolstering this is the airing of new seasons of four new Indian TV premieres—‘The Criminal Minds: Beyond Borders’, ‘Code Black’, ‘Pretty Little Liars’ and ‘The Real O’Neals’ back to back from 8 pm to 11 pm under its fresh property ‘Weekend Prime’. “Besides, the channel will premiere a new show ‘Agent X’ under its property ‘Premiere Marathon’ on 12 and 13 November, 1 pm onwards. Following tremendous response for the first season, Zee Café also brings back ‘Uncut’—an hour of unfiltered and uncensored content, Monday–Friday 11 pm.
Genre diversity: Zee Café’s brand refresh is inspired from the research insight that consumers today are constantly exploring and discovering. “They are willing to carry change along with them to grow. They want to be bold and actively seek what is new and different. Zee Café has thus lined up incredible shows across genres to offer the audience maximum choice instead of limiting itself to one or two specific themes. For instance, we have fantasy shows like ‘Shannara Chronicles’ and crime thriller shows like ‘Criminal Minds: Beyond Borders’ airing in the primetime slot,” he said.
Getting closer to the US: Not surprisingly, the channel has boosted efforts in this area. “We have always been showing the latest shows, along with the US. Earlier we used to air shows within a day of the US premiere, but now we have shortened the gap and bring it to our audience within few hours of the US premiere,” Zaidi said.
Zee Café goes for brand refresh | TelevisionPost.com
Speaking to TelevisionPost.com about the initiative, Zee English cluster business head Ali Zaidi noted that the aim is to ensure better reach.
“Zee Café has always been a trendsetter in the English entertainment space, bringing the latest and best of content to its audience. To reach out better to our end consumers and to ensure maximised entertainment, the channel recently announced the brand refresh. The new slogan ‘All Eyes On New’ epitomises the repertoire of its clutter-breaking content and urges the audience to stay hooked on to Zee Café. It falls in tandem with the channel’s continued endeavour to present its audience with the best of Hollywood content that too within few hours of the US premiere.”
The refresh, he added, reiterates Zee Café as a symbol of the new. The new brand ethos is further emphasised in the narratives and characters of each new show. “Taking the new ethos forward is also the channel’s visual identity—the face of the channel—the first step to surprise and punch in change. The logo shows a bold Zee Café, standing tall and towering over everything. It is depicted in strong 3D, the visual language of larger-than-life graphics. The look is contemporary with a universal appeal. The colours have been treated in line with today’s sensibilities to reflect the youthfulness and exuberance of the viewers.”
Zaidi further said that the channel elements have been put together by an international agency. “The creative campaign has been executed by Draft FCB ULKA and the consumers’ reaction has been very positive.”
Content: The content showcase is a blend of drama, comedy, thrill and action curated for those who are always looking forward to exploring something new. The channel continues with its marquee property ‘Along With the U.S.’ (within few hours of the US premiere) and airs shows such as ‘Gotham S3’, ‘Big Bang Theory S10’, ‘Supergirl S2’, ‘Secret and Lies S2’ and ‘Lethal Weapon’ every Monday to Friday, 10 pm.
Bolstering this is the airing of new seasons of four new Indian TV premieres—‘The Criminal Minds: Beyond Borders’, ‘Code Black’, ‘Pretty Little Liars’ and ‘The Real O’Neals’ back to back from 8 pm to 11 pm under its fresh property ‘Weekend Prime’. “Besides, the channel will premiere a new show ‘Agent X’ under its property ‘Premiere Marathon’ on 12 and 13 November, 1 pm onwards. Following tremendous response for the first season, Zee Café also brings back ‘Uncut’—an hour of unfiltered and uncensored content, Monday–Friday 11 pm.
Genre diversity: Zee Café’s brand refresh is inspired from the research insight that consumers today are constantly exploring and discovering. “They are willing to carry change along with them to grow. They want to be bold and actively seek what is new and different. Zee Café has thus lined up incredible shows across genres to offer the audience maximum choice instead of limiting itself to one or two specific themes. For instance, we have fantasy shows like ‘Shannara Chronicles’ and crime thriller shows like ‘Criminal Minds: Beyond Borders’ airing in the primetime slot,” he said.
Getting closer to the US: Not surprisingly, the channel has boosted efforts in this area. “We have always been showing the latest shows, along with the US. Earlier we used to air shows within a day of the US premiere, but now we have shortened the gap and bring it to our audience within few hours of the US premiere,” Zaidi said.
Zee Café goes for brand refresh | TelevisionPost.com
