MUMBAI: ZEEL-owned Tamil GEC Zee Tamil has unveiled a new brand identity and also launched its HD channel. Actress Jyotika has been announced as the channel’s first-ever Brand Ambassador, who features in the channel’s extensive multi-media campaign as its voice.
The unveil & launch happened on the iconic stage of Sa Re Ga Ma Pa Seniors with the entire family of stars from Zee Tamil in a grand ceremony celebrating the channels new look & feel and brand proposition.
Building on this consumer sentiment & with the objective of giving our audiences inspiring sparks that will help them strike the balance between preservation & progress and then thrive in it, the channel has revealed its new brand proposition, “Manadhaal Inaivom, Maatrathai Varaverppom” which translates “let’s bridge hearts, & welcome change”.
The channel said that the brand refresh was done after an extensive consumer exercise & study understood that one of the key challenges for today’s woman in Tamil Nadu is the ever growing need to progress with times & take the leap but also her innate belief in preserving her traditions & values. This becomes even pronounced between different generations, where striking a balance & finding the means to do it becomes her guardrail.
Commenting on the new brand identity, ZEEL cluster head – south business Siju Prabhakaran said, “With a refreshed brand purpose, we, at Zee Tamil, strive to erase the lines between the younger and older generations, especially women, urging them to unite and embrace progress & change in all forms. Synonymous with Tamil pride, Zee Tamil will stand for progressive and onward-looking content featuring bold and determined characters whose modern outlook is grounded by tradition and values. We wanted a strong voice to the campaign who actually stands for our values-Jyotika both with her on-screen & off-screen persona symbolizes a perfect blend of changing views but unchanging values. She is the perfect role model for our audiences, highlighting the many benefits of self-inspired change not only on one’s own life, but also the society as a whole.”
He added “We are also glad to announce on this occasion the launch of Zee Tamil HD, which was much desired by our audiences & we are hoping to enhance their content viewing experience further with the HD Channel.”
As a part of the “Manadhaal Inaivom, Maatrathai Varaverppom” brand positioning, Zee Tamil will undergo a transformation, with a range of new offerings in its content- the recently launched afternoon fiction shows, launch of new fiction show Sembarthi @ 9PM on 16th Oct, SaReGaMaPa Seniors, & also the grand mytho drama- Shree Vishnu Dashavtara , whose teaser broke on the channel. In the coming months the channel is going to feature some of the biggest blockbuster of the year like Vikram Vedha, the yet to be released superstar studded films Mersal & Robo 2.0.
It is accompanied by a completely new brand logo & a refreshed look for the channel on-air as well as off-air. Zee Tamil’s new logo & packaging is based on the theme of radiance that transforms, bursting with inspiring energy, enthusiasm & warmth.
The evolved product purpose will also allow producers to look beyond conventional content options and create properties that unite viewers across age groups.
Zee Tamil will bring to life its new proposition with two brand films. Directed by National Award winning Sudha Kongara and shot by acclaimed cinematographer Ravivarman, these films speak of balance between changing views & unchanging values that strengthens relationships. The cast includes Jyotika, Kollywood actor Aari, Malayalam actor Hareesh and ‘Chellamma’ star Tulasi. While the first film highlights the journey of two women divided by age & language who embrace & accept each other, the second brand film talks of the shift from the traditional norms of parenting demonstrating a balance of roles played by the father.
The campaign breaks with an extensive multimedia plan, exploding across News channels, Print, Outdoors, Cinema- leveraging the year’s biggest release Mersal & Digital mediums. In terms of offline engagement, Zee Tamil will organize a series of on-ground activations and BTL initiatives to ensure top-of-mind recall in the minds of the audience.