Zeel’s brand revamp on 19 June

Bapun Raz

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MUMBAI: Media conglomerate Zee Enterprises
Entertainment Ltd (Zeel) will unveil on 19 June a
new brand identity that will feature the network’s new logo, packaging and positioning. Zeel has engaged more than one creative agency in
designing the brand’s new positioning, according to a person close to the development. The new brand identity will seek to define the role,
essence, promise and personality of Zee TV, Zeel’s mother brand and flagship Hindi general
entertainment channel. The network has lined up a below-the-line (BTL)
activity for viewers across the globe to be a central
part of its new brand identity exercise. Zee TV will mobilise millions of viewers from across
the globe to make them participate in unveiling the
logo in Mumbai. “This is a never before done initiative. In India alone, we will be touching over a million viewers
and few lucky viewers will be invited for the mega
celebrations in Mumbai,” Zee said. In India, viewers from Mumbai, Surat, Lucknow,
Kanpur, Varanasi, Meerut, Amritsar, Ludhiana,
Indore, Delhi, Jaipur, Ahmedabad, Vadodara,
Nagpur and Pune will be a part of the brand
identity change. “Traditionally, a Bollywood actor or any other superstar endorses a brand’s new identity.But Zeel considers its viewers to be an integral part of their
growth since its inception. Zeel’s A-list celebrity is its viewer,” the company said. The media duties of the agency is handled by
Mediaedge:cia (MEC), while Draftfcb Ulka has the
creative mandate.


Sorce- http://www.indiantelevision.com/mam/headlines/y2k11/may/maymam81.php
 
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