Zee TV has unveiled a new brand identity with the launch of a new logo and tagline, Umeed Se Saje Zindagi, to signal the television channel's modern and progressive outlook.
''We believe the time is right to infuse renewed freshness into the brand and reflect an identity that truly articulates our spirit,'' said Punit Goenka, managing director and CEO, ZEEL.
Developed by the in-house team, the aqua blue coloured logo with its upward flourish signifies the upward movement while the abstract 'Z' and aqua blue bring in modernity and freshness to the brand.
''The unshackling of the 'Z' from the box symbolises today's woman's zest for life and confidence to go out in the world beyond her home,'' added Goenka.
He further added that the new positioning captures the celebration and vindication of a woman's emerging beliefs through the tagline, Umeed Se Saje Zindagi.
For the new corporate brand TVC, Zee TV has closely collaborated with its creative agency Draftfcb Ulka.
Produced by Equinox, the TVC captures 'the sky is our canvas' theme through the protagonist - the girl-child and her desire to succeed. The film is directed by ad film-maker Ram Madhvani and the music has been composed by Jukku aka Rajat Dholakia.
The new identity will be communicated through all forms of media.