Publicis India creates an inspiring campaign comprising an anthem and brand film for Zee TV

25 years is quite a lifetime, especially if you are India’s first private broadcaster and have played a decisive role in redefining broadcasting milestones year after year. That’s the magic that Zee TV has essayed with its viewers as it continues to remain one of the most-watched and followed GEC channel today.

VIEW THE ANTHEM

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As the channel completes 25 years in India, Zee TV has unveiled its new ideology that’s encapsulated in an impactful way through new philosophy  – ‘Aaj Likhenge Kal’ (Writing tomorrow, today!). Through its inspiring characters and stories, the channel endeavours to encourage its viewers to draw from their own inner strength and take charge of their destinies.

It’s a known fact that Zee TV, through its content has always championed the cause of the Indian middle class. Hence, for the brand relaunch campaign, it wanted to resolve a socio-cultural cause that is deeply rooted in the Indian culture. With ‘Aaj Likhenge Kal’, Zee TV seeks to inspire the great Indian middle class to achieve the extraordinary.

Prathyusha Agarwal, CMO, ZEEL said, “We’ve really come a long way in the last 25 years and we intend to keep growing at an accelerated pace in the future as well. The new credo – ‘Aaj Likhenge Kal’ is developed on the back of a robust marketing strategy that will see us bring alive our brand philosophy through our shows and characters. The campaign captures the essence of the great Indian middle class rising and aims to spark many more to take the leap.”  

The integrated campaign conceptualised and executed by Publicis India comprises a musical anthem and a 90-second brand film. The anthem is a melodious rendition sung by Bollywood’s popular singers Shreya Ghoshal and Arijit Singh while the music has been directed by Vishal Bharadwaj. It traverses the journey that majority of middle class Indians go through and how they discover their inner spark leading them to take a leap into the future. It draws inspiration from several achievers across different walks of life who’ve managed to achieve their dreams with true grit and determination. Be it the lady who scurries her way to drive the Metro train early in the morning, or an aspiring young entrepreneur who is busy packing and shipping off her delivery packages with the help of her family, or a conservative family who are progressive in their thinking about their daughter’s lifestyle needs and even the ‘super mom’ who ends up winning a dance reality competition despite her busy and hectic schedule all due to her determination…all these inspiring moments are captured effectively in the film. The film is the reflection of every Indian middle class who wants to do something extraordinary and brighten their future.

Similarly, the 90-second brand film narrates the story of an eager parent who is seen doing something for the first time in his life – flying in an aircraft. It follows him as he boards a bus clearly feeling the pangs of undertaking this first-time experience. For a man who has always travelled to far-off distances only by train, this clearly is a life-altering situation as he attempts to fly for the first time. But there is a single reason that he is doing this after so many years: to encourage and support his daughter who is flying the plane for the first time as its pilot. He sees it as an important occasion to witness the event and boost her morale thereby keeping all her naysayers at bay. This is also the ethos that Zee TV too abides by as it continues to stay committed of being the favourite channel of India despite the changing dynamics around them.  

Paritosh Srivastava, COO – Publicis India said, “For a television brand to be continuously loved by Indians for 25 long years is quite a remarkable feat. It shows the innate bond and loyalty that Zee TV has managed to carve with its viewers. The challenge for us was to carry forward this legacy and make Zee TV be seen as the brand of tomorrow — a brand that shapes young India’s aspirations in whatever they wish to achieve. We are happy to be partnering Zee as they transition themselves to a future-ready brand of tomorrow.”

Bobby Pawar, MD & CCO – South Asia, Publicis India added, “To millions of people Zee TV is not a brand or a channel. It’s almost a family member. Our stories are inspired by their lives, and in turn serve to inspire them to challenge their capabilities and surge ahead towards their ultimate goal. The campaign is an embodiment of that philosophy.”

Credits –

Producer: Poonam Wahi