Reuters file photo of Punit Goenka, MD, ZEE Entertainment
Ajita Shashidhar
The company has adopted a new corporate tag line 'Vasudhaiva Kutumbam', which in Sanskrit means 'the world is one family', to point to ZEE's vast global connect.
"In its journey of 20 years, brand ZEE has not just formed a family of millions of viewers, but also enriched the lives of all internal and external stakeholders, including shareholders, bankers, investors, employees and business partners. ZEE considers each one of these stakeholders, as family and aims at making the entire world a part of this family," says Punit Goenka, MD, ZEE Entertainment.
Two years ago, the ZEE TV channel too had adopted a new tag line, 'Umeed Se Saje Zindagi'.
In the digitisation era, where the consumer has the freedom to decide what she wants to watch, clear brand positioning has become crucial for broadcasters.
Star India was the first to come up with a tag line of 'Rishta Wahi Soch Nai' for its flagship channel, Star Plus, and now other broadcasters are following suit.
"In the subscription era, the impression that a brand leaves on the consumer's mind will increasingly play a vital role in channel preference," says Anita Gokral, Vice-President, Draft-FCB Ulka.
FCB prepares ZEE Entertainment's ad and other campaigns.
Bangalore-based brand specialist, Harish Bijoor, agrees. " A broadcaster has to invest in looking different and feeling different from competition, in the digital environment," he says.