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Zee Café repositions with new slogan and content

MUMBAI: English GEC Zee Café has announced its new brand positioning with the slogan, ‘All Eyes On New’.

Taking the new ethos forward is the channel’s visual identity. The 3-D logo is contemporary with a wide appeal. The colours have been treated in line with today’s sensibilities to reflect the youthfulness and exuberance of the viewers.

Zee-CaféThe content showcase is a blend of drama, comedy, thrill and action. Keeping in line with their brand promise of airing shows within 12 hours of the US premiere, the channel continues with its marquee property, ‘Along With the US’, 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.

Apart from this, the channel also brings four new shows—‘The Shannara Chronicles’, ‘Criminal Minds: Beyond borders’, ‘Code Black’ and ‘The Real O’Neals’ back to back from 8 to 11 pm under its fresh property ‘Weekend Prime’. On receiving a response for the first season, Zee Café also brings back ‘Uncut’, an hour of unfiltered and uncensored content, Monday to Friday at 11 pm.

The channel says that the ‘All Eyes on New’ slogan reinforces Zee Café’s brand commitment to its viewers and strengthens its leadership in the English entertainment category.

The positioning is inspired by the consumer insight that people 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.

Ali ZaidiThe new brand ethos is further emphasised in the narratives and characters of each show, says the channel.

Zee English cluster business head Ali Zaidi said, “The viewers in this genre like to explore, experiment and evolve. At Zee Café, the viewers are at the core. ‘All eyes on New’ taps into the current mind-set of these viewers. Zee Café has been a trendsetter in the genre all along, and the new positioning clearly establishes the forward attitude of the brand. We are sure the audience would respond positively to the change.”