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ZEE launches new corporate brand film

MUMBAI: Zee Entertainment Enterprises Ltd (ZEEL) has launched a new corporate brand film, building further on its global positioning of ‘Vasudhaiva Kutumbakam – The World is My Family’.

Created by FCB Ulka, the film reiterates ZEEL’s role as a global brand, a cultural ambassador, uniting people in India and across the world through its wide network of 33 domestic and 36 international channels.

The brand positioning and identity of ‘Vasudhaiva Kutumbakam – The World is my Family’ was unveiled by the company in 2013, promoting a world where there is unity, harmony, and respect for every individual irrespective of caste and creed. The concept originated in the Maha Upanishad in a shloka and it means – “Only small men discriminate saying: One is a relative; the other is a stranger. For those who live magnanimously the entire world constitutes but a family.”

On the new brand film, ZEEL head – corporate brand Roland Landers said, “In its journey of 22 years, ZEE has made a significant place in the hearts and minds of millions of viewers across the world. Through this film, we not only cherish their presence, but also welcome the world to be a part of this family.”

FCB Ulka chief creative officer Satbir Singh added, “ZEE is today this massive family with millions of family members around the world, connected through highly engaging television and movie content. We are celebrating this inclusive value of Vasudhaiva Kutumbakam, or the World is a Family, with this film.”

The film will be aired on all ZEEL and ZEE Media channels, starting today. The film’s roll-out will be supported by a print ad as well as intensive promotion on YouTube and other social media platforms.