Zee Entertainment Enterprises dons a new identity, says 'Vasudhaiva Kutumbakam'

Draftfcb-Ulka has created the new positioning, which will be backed by a marketing campaign

Jun 20, 2013 02:18:00 PM | Article | Campaign India Team

Zee Entertainment Enterprises has adopted a new corporate brand identity and positioning: Vasudhaiva  Kutumbakam - The world is my family.

Vasudhaiva Kutumbakam’ (meaning 'The world is but one family'), is a Sanskrit dictum on shared humanity, promoting a world where there is unity, harmony, and respect for every individual irrespective of caste and creed.

The company has unveiled a new brand logo that reflects the new positioning for the corporate brand, which will be adopted in 169 countries where the broadcaster is present.

The positioning and identity have also been extended to cover the group’s news and digital business verticals under one umbrella brand, Zee Media.

Punit Goenka, MD and CEO, Zee Entertainment Enterprises Limited, said, “Zee as a brand has earned global recognition over the last 20 years. Proud of its Indian heritage, Zee is a cultural ambassador uniting millions of people in India and across the world through entertainment. As a global citizen in this rapidly connecting world, Zee has embraced this maxim as a belief. A cosmopolitan thought that is relevant even today, it shapes our values. It guides our actions. It defines our purpose. And today, we’re proud to proclaim it to the world.”

He added, “It is a matter of immense joy to see this beautiful family of viewers, shareholders, partners and other stakeholders grow stronger. By imbibing this philosophy, we not only cherish their presence, but also welcome the world to be a part of this family”.

The launch of the new positioning will be done in a phased manner. The first phase comprises of unveiling the logo. The second phase, which is expected to begin in the next two months, would comprise of a brand film supported by other collaterals.

Draftfcb-Ulka has partnered Zee in creating the new brand identity. Dr MG Parameswaran, ED and CEO, Draftfcb-Ulka, Mumbai, said, “We believe Zee is a true pioneer and a trailblazer in the media and entertainment arena. Today, it is a force to reckon with on the global stage as well. The company is rooted in true Indian values of philanthropy and spirituality. The new identity and the global positioning line try to embody this in a succinct manner.”