Zee brings positioning to life with a musical corporate brand video

Watch the film conceptualised by Scarecrow Communications here

Nov 15, 2013 04:02:00 PM | Video | Campaign India Team Share - Share to Facebook

Zee Entertainment Enterprises has unveiled a corporate brand film based on its positioning of ‘Vasudhaiva Kutumbakam’ (The World is My Family).

The company’s brand positioning is based on its vision to welcome the world to be a part of the Zee family. The film by Scarecrow Communications is an attempt to bring this positioning to life.

The musical film blends people from various countries staying with Indians like one joint family; working together, enjoying rituals and celebrating festivals the Indian way. It shows foreigners of different nationalities blending in to the Indian way of life. The key message delivered at the end is that Zee has been a cultural ambassador of India to millions of viewers across the globe for more than two decades.

Roland Landers, head - corporate brand, ZEEL, said, “I am extremely glad to unveil the new brand film. Zee’s brand positioning envisions its world as a unified family, without any caste, boundary or religion, which this film has beautifully brought to life showcasing a blend of multiple nationalities celebrating togetherness.”

Manish Bhatt, founder director, Scarecrow Communications, said, “It was like an opportunity to create this one-of-its-kind world anthem. Creating communication for the brand that connects with more than 700 million viewers and over 169 countries was a mammoth as well as a prestigious assignment for Scarecrow. We are confident that this communication will establish the perfect connect with the audience.”

A roll out of the film is planned on all Zee group channels, social media platforms, the company’s newly launched corporate website and on-ground properties. 


Brand Team: Roland Landers, Parag Darade, Jayshree Kumar
Creative agency: Scarecrow Mumbai
Creative team: Manish Bhatt, Raghu Bhat, Kapil Tammal, KN Rajesh, Prasad Jindam, Jayesh Pithadia, Sourabh Dubey, Lalit Sakurkar, Kunal Parkar
Account management: Arunava Sengupta, Amitabh Sreedharan, Benny Thomas
Production house: Hot Films
Director (film): Vijay Maurya
Director of photography: Rakesh Singh
Post Production: After Studios
Lyrics: Team Scarecrow
Music composer: Rooshin Dalal


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