Zee News revamps its image

Zee News has revamped its image, logo and the positioning. The tagline for the channel has shifted from ‘Haqeeqat Jaisi Khabar Vaisi’ to ‘Zara Sochiye’.
The channel is now focusing on ‘bringing life to Hindi journalism on television’. It has recently appointed Punya Prasun Bajpai as consulting editor. Bajpai comes from Sahara Samay.
Bates David Enterprise is handling the creative duties for the news channel. The media mix includes TV, outdoor and print. The marketing spend is about Rs 15 crore.
Barun Das, CEO, Zee News, said, “Today, many news channels undermine audience’s intelligence. You cannot challenge your audience’s intelligence. We decided to change our positioning line from ‘Haqeeqat Jaisi Khabar Vaisi’ to Zara Sochiye’ as we want to get our viewers thinking about various issues raised by our channel.”
BV Rao, group editor, Zee News, added, “It’s a very strong proposition that we are offering. Our opening story at 10pm on Badi Khabar will show that. It’s a chilling story and we are proud to say that it’s not a sting operation. We want to return to the good old days of journalism, and we realise that it’s not going to happen overnight. But this story will offer a glimpse of what to expect from us in the coming days.”