ITV

Tag: Zeel

  • ZEEL equity shareholders give thumbs up to Sony-Zee merger

    ZEEL equity shareholders give thumbs up to Sony-Zee merger

    Mumbai : Zee Entertainment Enterprises Ltd (ZEEL) has announced that the company’s equity shareholders have approved the proposed merger of ZEEL and BangIa Entertainment Pvt. Ltd. with and into Culver Max Entertainment Pvt. Ltd . (formerly Sony Pictures Networks India Pvt. Ltd.)

    The company called the meeting of its equity shareholders on 14 October in accordance with the National Company Law Tribunal (NCLT), Mumbai Bench, order dated 24 August in order to ask for approval for the proposed merger.

    The proposed merger resolution was presented during the meeting, and 99.99 per cent of the equity shareholders of ZEEL enthusiastically endorsed it.

    The company said, “The approval marks yet another firm and positive step forward, in the overall merger completion process.” ZEEL managing director & CEO Punit Goenka will be the managing director and CEO of the amalgamated business.

    After an exclusive negotiation period in which both parties engaged in mutual due diligence was over, Sony Pictures Networks India (SPNI) and ZEEL finalised the merger in December of last year.

    The promoters (founders) of ZEEL will hold 3.99 per cent of the combined company after the transaction closes, while the remaining ZEEL shareholders will hold a 45.15 percent stake. Sony Pictures Entertainment Inc. will indirectly hold a majority of 50.86 per cent of the combined company.

    Through a subsidiary, Sony Pictures Entertainment (SPE) will pay certain Zeel promoters a non-compete fee in accordance with the transactions envisioned by a non-compete agreement. The non-compete fee will be used by these promoters (founders) to provide SPNI with initial equity funding, granting them the opportunity to buy shares in SPNI that, on a post-closing basis, would equal roughly 2.11 percent of the total shares of the combined company.

    Goenka said, “On behalf of all the Board members and management of ZEEL, I would like to thank the equity  shareholders of the company for recognising the value-accretive opportunities the proposed merger will deliver to all stakeholders. The continued trust and overwhelming  support by our equity shareholders towards the resolution of the Composite Scheme of Arrangement, further strengthen our abilities to consistently deliver higher value as we  move forward in this process.”

    The Competition Commission of India (CCI) granted ZEEL permission in a communication dated 4 October. The National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE) have also given the company their approvals for July 2022.

    The Composite Scheme of Arrangement is still pending approval from the relevant authorities and other parties.

  • Zeel’s Ashish Sehgal’s positive ad outlook for Q1’23

    Zeel’s Ashish Sehgal’s positive ad outlook for Q1’23

    Mumbai: Ouch! Speak to any senior advertising or media agency official or even a broadcast sales executive, and they all seem to be yelping in pain, courtesy the evaporation of premium ad spends by innovative and new age digital startups. Forced by investors to tidy up their operations and balance-sheets, the latter have been focusing on consolidation, rather than going berserk spending big on giddying growth through advertising and marketing.

    However, this is not causing broadcast major Zee Entertainment Enterprises Ltd (Zeel) chief growth officer of ad sales Ashish Sehgal to have any sleepless nights. A sales veteran, he’s witnessed the ups and downs that the media industry goes through periodically – needless to say, he’s seen it all.

    Sehgal believes that the silver lining of the advertising drought is that the fast moving consumer goods (FMCG) category has to an extent, come to the rescue and is cushioning some of the blows. He estimates that TV ad spends during the festive season, which is on currently, will show a growth of seven to eight per cent.

    Those used to the heady growth figures of 10-20 per cent may consider this too low, but one has to remember that this growth is coming in at a time of economic upheaval, crashing of global currencies, high fuel costs and rising inflation.

    “The way things have been while it was good, the festive season could have been better. The absence of new clients has made a difference. E-commerce has also reduced spending a bit. While inventory has been going jam-packed, the premium money has not come in the festive season. This has been made up for by the FMCGs to an extent, and TV will see an ad revenue growth during the festive season. This is a good sign as this category will continue to spend even beyond the festive season.”

    He also notes that the TV industry has gone in for a rate hike across the board, which was long overdue. TV viewership was affected in June and August. But post August, the number of eyeballs glued to TV has grown, which is why the FMCG category is spending a lot more.

    Sehgal highlights that general entertainment channels (GECs) are starting to get the reach that they were delivering earlier. Categories like beauty will count on the festive season heavily with the top five advertisers on TV coming in from FMCGs. He feels that the latter’s contribution to overall TV adex could rise by five per cent this festive season compared to the previous year.

    The scenario for 2023

    Sehgal believes that the situation can only improve going forward in Q1 ’23 with spends going up for television advertising and overall ad expenditure. “Every category may come back,” he reiterates.

    He says there are enough signals emanating from the market. Amongst them, the expected spurt in marketing spends by the automobile sector will fire more in the coming months.  “Demand was high during the festive season but supply was low due to the earlier supply issues. So they did not advertise much,” he declares. “They will spend some money in November and December to sell the remaining inventory. That may be a small burst. But now that production capacity has gone up, they will have new launches in Q1’23. That is when they will spend it.”

    “Also, for some new age categories, D2C companies like ed-tech could have digested their heady growth by then. Of course, the banking, financial services and insurance (BFSI) category – say companies like Policybazaar – will be strong in Q1’23, so some of the premium money that was missing in the festive season could come in then,” Sehgal asserts.

    Then, the funding tap for startups could once again open and start flowing by January 2023.

    “This year they have been trying to balance out their bottom line. How long will they continue to do that? They will have to look at growth as well. Hopefully, they will start triggering spends in Q1 ’23,” he says.

    According to him, with FMCG input costs going down, companies will be forced to pass on the benefits to customers through price cuts and promotions. “So they will have to advertise more to promote that,” he says. “A lot will hinge on FMCGs implementing price cuts and promotions. Right now, that has not happened, maybe due to a fear of raw material inflation returning.”

    But he says the FMCG companies would benefit immensely if they slash prices. “Consumer sentiment will bounce back. More consumption will happen. Things look good for Q1’23 as long as no adverse issues come from Europe and America.”

    Sehgal discloses that while travel and tourism ad spends have risen now, most of those are going into print and social media. “TV, too, will get some state tourism ad spend money whether it is on news media, GECs or on regional channels,” he says.

    He feels that while ad spend on OTT platforms is growing, it is seen as an add-on to TV – especially in entertainment. “Whenever there is a TV campaign, the same person likes to also advertise on OTT. OTT helps them add on to their TV reach. It is not an either-or situation,” he explains.

    For the industry’s sake and his too, here’s hoping Sehgal’s forecast does come true!

  • CCI approves Sony-Zee merger ‘with certain modifications’

    CCI approves Sony-Zee merger ‘with certain modifications’

    Mumbai: On Tuesday, the Competition Commission of India (CCI) announced the amalgamation of Zee Entertainment Enterprises (ZEE) and Bangla Entertainment (BEPL) with Culver Max Entertainment (CME), formerly known as Sony Pictures Networks India.

    The amalgamation has been approved “with certain modifications,” the commission said in an official release.

     

     

    According to a statement, CCI stated, “The proposed combination relates to (i) amalgamation of each of Zee and BEPL with and into CME; and (ii) preferential allotment of certain shares by CME to Sunbright International (earlier known as Essel Holdings), and Sunbright Mauritius Investments.”

    Also read: NCLT seeks shareholder nod for Zeel-Sony merger

    Commenting on this development, Sony Pictures Network India said “We are delighted to receive CCI approvals to merge ZEEL into SPN. We will now await remaining regulatory approvals to finally launch the new merged company. The merged company will create extraordinary value for Indian consumers and eventually lead the consumer transition from traditional pay TV into the digital future.”

    In December, Sony and Zee agreed to merge their television channels, film assets, and streaming platforms to form a powerhouse in a key growth market of 1.4 billion people, challenging rivals such as Walt Disney Co.

  • Charter communications signs deal with Zee for distribution in the US

    Charter communications signs deal with Zee for distribution in the US

    Mumbai: Charter Communications announced the launch of new South Asian-focused video packages with up to 24 new channels as part of a programming expansion made possible in part by a distribution agreement for all of India’s Zee channels.

    The new India View packages, which feature significantly more content than Charter’s previous South Asian video offerings, are available to spectrum TV subscribers as well as customers who prefer to receive a streaming video package over the Internet+.

    The most popular Indian networks and Zee channels have been added to the India View tiers as part of Charter’s new distribution agreement with Asia TV USA, a Mumbai-based affiliate of Zee Entertainment Enterprises.

    The agreement includes the addition of 22 ZEE channels in multiple languages for spectrum video customers, including &TV, Zee Bangla, Zee Kannada, Zee Keralam, Zee Marathi, Zee Punjabi, Zee Tamil, Zee Telugu, Zee News, Zee World, and WION, in addition to the renewal of the agreement for the flagship Hindi general entertainment channel Zee TV, which is already offered by Charter.

    Charter’s executive vice president of programming acquisition, Tom Montemagno, said,”Our agreement with ZEE gives Spectrum customers access to some of the most popular news, sports, and entertainment programming from India in multiple languages.”

    He further said, “The addition of ZEE’s channels to our lineup enables us to offer our customers South Asian-focused video packages that are meaningfully more robust, with enhanced flexibility and value, and directly aligns with our commitment to provide programming that reflects our customers’ diverse interests and perspectives.”

    To promote the new programming and India View tiers, Charter and Zee have launched a co-branded marketing campaign in Spectrum markets with large South Asian populations, such as Los Angeles, New York, and Dallas, focusing on the streaming packages India View Stream ($19.99/month) and India View Stream Plus ($29.99/month).

    Zee’s agreement with the companies is the latest step in the company’s efforts to serve the growing South Asian communities in the United States. Since 1998, Zee has been present in the United States, promoting culturally rich stories while connecting South Asian audiences to their heartland.

    Zee Entertainment Enterprises content and international markets president Punit Misra said,”The U.S. market is an important part of Zee Entertainment’s international strategy, and the increase in the South Asian population in the U.S. gives us an opportunity to serve the content needs of the growing population segment,”

    He added, “The vast majority of our audiences who live in the U.S. are foreign-born and have immigrated to the U.S. There is a very strong brand affinity in this group towards ZEE. We are delighted to expand our partnership with Charter to make this premium suite of channels available to Spectrum customers.”

    Zee Entertainment Enterprises chief business officer for international business Ashok Namboodiri said, “Our partnership with Charter is extremely vital to our growth objectives in the U.S., and the agreement facilitates the availability of a large variety of entertainment options targeted towards the South Asian audiences for Spectrum customers.”

    He added, “In addition to the Hindi content, we firmly believe that our next set of growth is expected from the vernacular languages like Telugu, Tamil, Kannada, Marathi, Bengali, Malayalam, and Punjabi, and ZEE is evaluating various production opportunities which will bring immense value to this growing population segment in the United States.”

  • India’s first private satellite TV channel Zee celebrates 30 glorious years of entertainment

    India’s first private satellite TV channel Zee celebrates 30 glorious years of entertainment

    Mumbai: Zee Entertainment Enterprises (ZEEL) celebrates 30 years of glory in India. The company has transformed the media & entertainment industry by providing the best experiences to audiences in India and around the world.

    Throughout its glorious three-decade journey, the company has consistently evolved, paving the way for it to become one of the most iconic home-grown brands. From its humble beginnings as the country’s first private satellite television channel, Zee has made significant contributions to the nation’s liberalisation journey by driving positive societal change on and off screen.

    The company’s spokesperson said, “Today, Zee is not only a well-loved household name, but it also enjoys a formidable position as a global media & entertainment powerhouse with its consumption platforms as the cultural ambassador for Indian content on the global stage.”

    In line with its Zee 4.0 vision, the company is broadening its horizons by establishing a strong tech foundation through its state-of-the-art technology and innovation centre to boost innovation and data-led capabilities, as well as recently re-entering the sports segment.

    The company further added that the mantra at Zee has always been to lead by example, demonstrating its commitment and determination to create a robust version of the company while also defining the future of the media and entertainment industry in India.

    On this milestone, Zee Entertainment Enterprises MD & CEO Punit Goenka said, “It is indeed a momentous occasion as the nation’s first home-grown entertainment company, Zee, completes three wonderful decades of entertainment and value-creation. This milestone is extra special as we also celebrate the genesis of the media & entertainment industry in India. Zee’s journey over the years can be defined by its sharp growth, its risk-taking ability to constantly tap into newer avenues and its consistent vision to generate higher value for all stakeholders.”

    He added, “As  we lay the strategic roadmap for the next 30 years, we are gearing up to propel the company’s growth and transform into a formidable player from the emerging markets. With our sharp strategic vision across the business coupled with a keen eye on profitability, our endeavour will always be to stay ahead of the curve. I would like to extend my gratitude to all our viewers, stakeholders, and partners, for sharing this memorable journey with us and expressing their continued faith in our capabilities.”

    For three decades, Zee has been known as an academy of talent, and its alumni have played an important role in shaping the industry’s future.

    On this occasion, several stalwarts acknowledged the industry and Zee’s contribution towards making India a formidable economy on a global stage.

    Actor Vidya Balan expressed, “It fills me with pride to note that Zee, the institution that gave me a platform to showcase my talent through an iconic show like Hum Paanch, has completed 30 magnificent years. Zee has been a home to a thousand stars and has relentlessly encouraged homegrown talent, irrespective of their background, to achieve their dreams. I hope that the company continues to remain a beacon of hope for budding talent across the nation and wish the Zee family all the very best for the journey ahead.”

    A leading investor and ENAM group co-founder Vallabh Bhansali stated, “As someone who believes in entrepreneurs as the prime drivers for creating valuable businesses, I have always trusted Zee’s ability to generate consistent returns for its stakeholders. I have been an ardent admirer and supporter of its amazing entrepreneurial journey—from a single channel on a rented transponder to a global media conglomerate. Throughout its journey, Zee has taken necessary risks and proved time and again its ability to stay ahead of the curve. I congratulate Punit and team for achieving this glorious milestone and wish them all the best for a bright future.”

    Zee has also made significant contributions to the welfare of society, driving positive societal change not only through iconic stories but also through various initiatives that improve the lives of people from all walks of life.

    Zee is laying a strong foundation for its next phase of growth by focusing its investments on television, digital, and its movie production businesses.

  • NCLT seeks shareholder nod for Zeel-Sony merger

    NCLT seeks shareholder nod for Zeel-Sony merger

    Mumbai : Phew! One more hurdle is set to get out of the way to create what could possibly end up being India’s largest media entertainment behemoth with the proposed merger of Zee Entertainment Enterprises Ltd (Zeel)  and Sony Pictures Networks India (SPNI).

    The National Company Law Tribunal’s  (NCLT’s ) Mumbai bench has directed Zeel to convene a virtual shareholder meeting  on 14 October at 4 pm  to get their nod for the merger.

    In July 2022 , Bombay Stock Exchange (BSE) and National Stock Exchange (NSE) gave their approval. But the Competition Commission of India (CCI) has yet to give its approval as it is investigating how the fusion will affect market dominance. The NCLT direction was made last month but Zeel communicated this  to the Bombay stock exchange (BSE) only on 7 September.

    “The ]NCLT  Mumbai bench has directed in its order, that a meeting of the equity shareholders of Zeel be convened and held on Friday, 14 October   for the purpose of considering, and, if thought fit, approving the proposed merger of the company with Culver Max Entertainment Pvt Ltd  (formerly SPNI Pvt Ltd),” read Zee’s statement.

    In July 2022, Zee received approval from the BSE  and the  National Stock Exchange (NSE) for the  proposed merger. According to reports, both the firms  have been in constant contact with the competition watchdog for more than four to five months for getting its nod.

    When the merger plan was announced in September 2021, the two networks said that Sony would invest $1.575 billion and have a 52.93 Per cent  interest in the new firm and Zee the remaining 47.07 per cent.

    Last year, in December, SPNI  and ZEEL signed definitive agreements for the merger following the conclusion of an exclusive negotiation period during which both parties conducted mutual due diligence.

    When the transaction is completed Sony Pictures Entertainment Inc will indirectly control a majority of 50.86 per cent of the combined firm and the promoters (founders) of Zeel  will hold 3.99 per cent, while the remaining Zeel shareholders would hold a 45.15 per cent stake

    Under the terms of the definitive agreements, SPNI, which is an indirect subsidiary of Sony Pictures Entertainment (SPE), will have a cash balance of $1.5 billion (assuming an INR: USD exchange rate of 75:1) at closing, including through infusion by the current shareholders of SPNI and the Zeel promoters, , to enable the combined company to drive sharper content creation across platforms, strengthen its footprint in the rapidly evolving digital ecosystem, bid for media rights in the fast-growing sports landscape and pursue other growth opportunities.

    In accordance with the transactions envisioned by a non-compete agreement, SPE, through a subsidiary, will pay a non-compete fee to certain Zeel promoters.. These promoters (founders) will use the non-compete fee to inject primary equity capital into SPNI, giving them the right to purchase shares of SPNI that, on a post-closing basis, would equal about 2.11 per cent of the total shares of the combined company.

    Zeel CEO Punit Goenka  will serve as the combined company’s managing director and CEO.

    Earlier  Invesco along with OFI Global China Fund LLC, which together hold about a 17.9 per cent  stake in ZEEL, had opposed the deal.

    In March 2022, Invesco had said it would support the Zee-Sony merger deal and had decided not to pursue the call for an EGM of ZEEL to remove Goenka and two independent directors.

    Additionally, Invesco said it would support the Zee and Sony merger, adding that the “deal in its current form has great potential for Zee shareholders,” but added that Invesco retains the right to request a new EGM if the merger is not completed as currently proposed.

    With 75 TV channels and two video streaming services (ZEE5 and Sony LIV), the merged entity will become India’s second-largest entertainment network by revenue. It will also house two film studios — Zee Studios and Sony Pictures Films India and a digital content studio (Studio NXT).

  • Zee’s MD & CEO Punit Goenka is the ‘Game-Changer of the Year’: IAA Leadership Awards

    Zee’s MD & CEO Punit Goenka is the ‘Game-Changer of the Year’: IAA Leadership Awards

    Mumbai: ZEE Entertainment Enterprises (ZEEL) managing director and chief executive officer Punit Goenka was conferred with the coveted ‘Game-Changer of the Year Award’ at the International Advertising Association’s (IAA) Leadership Awards held in Mumbai.

    Goenka was awarded for his invaluable contribution towards the growth of the media and entertainment industry. He has also been credited for scripting the success story of ZEE in a year that tested the resilience and agility of businesses across industry.

    Crediting this recognition to all the teams at ZEE, Goenka said, “This is not only a source of encouragement, but also proof that we have been taking the right steps and moving forward. This win belongs to every member of the ZEE family who has consistently strived to achieve success and generate higher value for all our stakeholders.”

    As the MD & CEO of ZEE, he has been extremely successful in enhancing the company’s performance and driving the business towards its set goals by not just creating quality entertainment content, but also by bringing about a positive change across society. His futuristic vision and sharp acumen in the media domain have enabled ZEE to become the frontrunner in the entertainment sector, leading the company to achieve a global stature today.

    Under his notable leadership, ZEE has successfully expanded into international markets, with a presence across 190 countries and a reach of over 1.3 billion viewers today across consumption platforms.

  • Bhojpuri GEC Zee Ganga hits new high with primetime viewership reaching 125%

    Bhojpuri GEC Zee Ganga hits new high with primetime viewership reaching 125%

    Mumbai: Bhojpuri GEC ZEE Ganga added a new milestone in its journey by achieving 125 per cent slot growth, alongside 39 per cent in TSV and 41  per cent in reach (BARC, B&J, CS2+, AMA000’s, Mon to Fri, 1900-2100hrs, Wk ’14-25′ 22), in its original content prime-time viewership this year. 

    The rare yet amazing feat is now the channel’s crowning glory, as it moves ahead with renewed vigor to continue its success story.

    Driven by their culturally rooted motto of ‘Har Pal Aviral’ ZEE Ganga has striven to form a deep connection with its audience and provide world class original Bhojpuri content to them. The channel’s prime-time content slate, with fresh, new, and interesting stories, is a prime example of that. The channel brings to its audience four unique stories that bring out the true Bhojpuriya spirit in all its glory. 

    The audience in these two hours get to witness the grit of Shyama, an extremely talented but a dark-skinned Kirtan singer, who with her talent, fights the social divide and challenges the notions of beauty and bias against color in the musical family drama Shyam Tulsi, (7 p.m). 

    This is followed by the romantic drama Mitwa, (7.30 p.m) an endearing story of compromise, finding companionship, support, and respect. It showcases the positive mindset of Ritu, its protagonist who stops at nothing to fight for her husband’s pride and profession, which is looked down upon by society. 

    Bringing to fore another social issue is the show Kanya Pradhan (8:00 p.m), a socio-cultural family drama. It’s an inspirational story of Aarti deciding to take matters in her own hands and smash the patriarchy on her path to discovering her true individuality, empowering herself and governing the village that she’s the Gram Panchayat of. 

    The prime-time entertainment ends with Bandhan Tute Na (8:30 pm), a family drama with a supernatural twist. It presents the rivalries and luxurious life of the zamindars with some paranormal elements, making the viewers cheer for the heroine and hope that she prevails at the end. Together, these shows, with intriguing plotlines and power-packed performances, have been an integral part of the household’s prime-time viewing, much to the delight of Bhojpuri speaking audiences.

    Also Read: Creativity is major factor behind the popularity of ‘Memsaab No 1’: Makers

    Speaking on the achievement, ZEEL chief channel officer – Bhojpuri cluster Amarpreet Singh Saini said, “Our shows have always showcased the true blue Bhojuriyat values, traditions, and way of life.  We want our audiences to feel a connection with the characters and the concepts that they are watching on screen. The completion of the 200 episodes of all our prime-time shows is a testament to the fact that we are on the right path. This achievement pushes us to bring to our viewers more such riveting yet relatable content in the near future.”

    ZEE Ganga has consistently upped the game of entertainment for its viewers through its offerings while also engaging with them. The channel is known for entertaining the audience with its unique content all around the year while adding value in their lives through family-oriented offerings, with more and more in the bucket to offer, the channel is redefining entertainment and original content for its regional audience through a Savaan special and few other upcoming special festive offerings.

  • ZEE Entertainment launched ‘Aap Fit Toh Manoranjan Hit’ on International Yoga Day

    ZEE Entertainment launched ‘Aap Fit Toh Manoranjan Hit’ on International Yoga Day

    Mumbai: ZEE Entertainment Enterprises Limited (ZEEL) has rolled out a campaign on the occasion of International Yoga Day with a unique initiative – ‘Aap Fit Toh Manoranjan Hit’. 

    ZEE also launched a microsite, where partners from across the country could register themselves and upload videos practicing Yoga, performing asanas as part of the daily challenge. The company has announced 450 lucky winners, rewarding them with fitness bands and yoga mats. Giving this activity a quirky angle, ZEE Entertainment coined the tagline – ‘Aap Fit Toh Manoranjan Hit’, paying an ode to the unmatchable contribution and support of the Cable and DTH industry.

    The first-of-its-kind campaign launched on 15 June 2022, witnessed the company’s distribution partners take up the seven day Yoga Challenge, wherein each day the partners participated to practice a new Yoga pose. Through this initiative, the company aims to emphasize on the importance of health as well as spread awareness about Yoga among the masses.

    The fitness challenge garnered massive support from partners and larger community across the country, who shared videos and posts across social media platforms, using the campaign hashtag #YogaWithZEE. Dedicating the week-long campaign towards health and fitness as well as the well-being of over nine hundred partners, the company has been consistently engaging with partner offices and other stakeholders through such on-ground activations and pioneering initiatives.

    Speaking on the campaign, ZEEL chief revenue officer- affiliate sales Atul Das said, “We are delighted with the huge response received from partner offices for this first-of-its-kind initiative. At ZEE, we firmly believe in promoting healthy lifestyle habits and work-life balance among employees as well as other stakeholders, which includes our distribution partners from Cable and DTH industry. Through this campaign, we wanted to spread awareness about the benefits of Yoga as well as urge our partners to include yoga as part of their daily lives, just the way they ensure an uninterrupted dose of entertainment to our viewers. As an industry and an ecosystem, it is imperative for us to ensure that each and every member of the stakeholder community gives priority to their health and makes physical fitness regime an integral part of daily routine.”

    The ‘Aap Fit Toh Manoranjan Hit’ campaign is a tribute to the entire entertainment distribution ecosystem which has efficiently been able to deliver entertainment to the Indian audiences, even when the country was going through turbulent times. ZEE took this initiative to award this spirit by taking care of its partners’ health. 

    The winners have been announced on the company’s micro-site and social media pages.

  • ZEE Sarthak unveils new campaign to boost brand identity

    ZEE Sarthak unveils new campaign to boost brand identity

    Mumbai: The leading Odia entertainment channel, ZEE Sarthak, has unveiled a new campaign that pays ode to the women of Odisha. The new brand identity of the channel aims to celebrate the uniqueness of Odias and celebrate ZEEL’s long-standing association with its audiences.

    As part of the campaign, ZEE Sarthak has further announced a signature step challenge on the channel anthem. The high-octane campaign has been launched on the ZEE Sarthak channel and will be promoted through a 360-degree approach across mediums – OOH, print as well as its social media channels including YouTube, Instagram and Facebook.

    Inspired by the cultural ethos of the region, the all-new campaign is built with popular characters from the channel who reflect the very being of the Odia woman and salute her magnificent grace and resolute inner strength. Music directed by Indradip Dasgupta and the first-ever Odia song is sung by the prominent playback singer Aakriti Kakar. The channel aims to further strengthen its connection with the audience through a distinct range of shows, relatable storytelling and refreshed brand identity which offers an enhanced viewer experience.

    Over the years, Zee Sarthak has cemented its dominance with its popular and leading shows in the market – Jhili, Bijayanai, Sunajhia along with engaging non-fiction IP formats like Didi No.1, SRGMP and many more. As the leading channel in Odisha, ZEE Sarthak strongly follows a consumer-centric approach to creating and curating a strong mix of fiction and non-fiction shows that have been consistently gaining widespread popularity among viewers. The all-new campaign celebrates the Odia women’s spirit and resilience, which is reflected in the channel’s content philosophy.

    Talking about the channel’s new campaign, ZEE Sarthak chief channel officer Pratik Seal said, “We aspire to keep Odisha’s preferred choice of entertainment with our viewer-first approach. The success garnered by our recent shows such as Jhili and Didi No.1, has played a critical role in reinforcing our promise of offering extraordinary entertainment. Going ahead, we have interesting properties lined up for our audiences, which include the new seasons of the much-loved and widely popular Sa Re Ga Ma Pa, Dance Odisha Dance and more new stories. We will also continue to broadcast the much-anticipated Jagannath Puri Rath Yatra. Taking the channel’s entertainment quotient a notch higher, the brand-new identity is another major leap that will enhance our viewing experience and further strengthen our connect with the audiences.”

    Commenting on the announcement, ZEEL East chief cluster officer Samrat Ghosh, “At ZEE, we have always kept the viewers at the nucleus, while leveraging aspects such as design thinking to formulate an intriguing yet entertaining mix of shows as part of our content slate. ZEE Sarthak is the number one Odia GEC channel & one of the most successful regional GEC channels in India. Our brand and content have always highlighted progressive & culturally-rooted thoughts complimenting deeply ingrained values of middle-class Odias. The spirit of this culturally rooted progressive thought has been always displayed through our extraordinary stories and empowered women characters that mirror the culture and simplicity of Odia women (the ‘Lakshmi’ of Odia households), is a key factor behind this popularity. In line with the channel’s content philosophy of ensuring consumer centricity and offering ‘Truly Odia’ (Khanti Odia) content to the audience in the region, Zee Sarthak is proud to announce its new campaign which captures the true spirit & voice of middle-class Odia women. In addition to this, Zee Sarthak over the years has launched several initiatives with an aim to empower the women of Odisha. The song that we are launching today and the ‘Nalli Bindu’ initiative is a step in the same direction.”

    “ZEE Sarthak had recently announced the launch of ‘Nalli Bindu’ campaign in association with Raja Prabo festival to spread awareness about women’s right to menstrual hygiene. Leveraging its reach and popularity, the channel launched a hard-hitting film centered around girl child’s education. The one-of-its-kind film ended with a call to action, urging audiences to donate to the ‘Naali Bindu’ website to support a girl child’s education. Therefore, moving ahead in the journey, we want to cherish the relationship we have with our viewers and partners, and together march towards an extraordinary journey that reflects the true sentiment of Nuwa Kahani Nuwa Rangare, Atoot Samparka Ama Sangare,” added Ghosh.

    Talking about the new brand identity, ZEEL chief marketing officer content SBU Kartik Mahadev said, “At ZEE, our content and brand design is centered around the consumer. Our understanding of ‘Odiatwa’ (truly Odia being) has played a crucial role in maintaining a leadership position in the market. The new identity of ZEE Sarthak is both rooted and contemporary, taking inspiration from culturally significant symbols and regional art expressions such as the revered ‘Nilachakra’ and the local patterns of ‘Sambalpuri’ saree weave and signature ‘filigree’ jewellery. We believe this revamped brand identity will strengthen our emotional connect with the Odia viewer. The circular holder for the channel name symbolises how the inner circle (family and community) is integral to being Odia. Zee Sarthak’s new identity reflects the cultural ethos of the region as well as emphasises on our vision and commitment to be the most preferred choice of entertainment in the market through relatable and insightful storytelling.”