ZEE, one of India’s most iconic media brands, has launched a new chapter in its journey with the unveiling of its new identity and brand ethos, “Aapka Apna ZEE.” The campaign, titled “Saath Hai Toh Baat Hai,” celebrates the strength of togetherness and shared moments that create impact and compound goodness.
A Heartfelt Campaign
The campaign features a multi-lingual series of brand films in seven languages, each shaped by the textures, voices, and emotional truths of the community it represents. The films showcase local characters and stories that reflect everyday realities, making viewers across the country feel truly seen, heard, and at home.
The Story Behind the Campaign
One of the films tells the moving story of an army father who is called to duty just days before his daughter’s wedding. Despite his absence, the entire community comes together to ensure the celebration continues with warmth and joy. When he returns on the wedding day, he finds everything perfectly arranged, and his wife’s gentle smile says it all: “Itna bada parivaar hai, aaraam se ho gaya.”
Beloved Characters Unite
To amplify the emotion and add a layer of familiarity, ZEE’s most loved characters from iconic shows came together in an unprecedented celebration of togetherness and storytelling. Over twenty-five beloved characters, including Devansh and Vasudha from “Vasudha,” Angoori Bhabi and Vibhuti Narayan Mishra from “Bhabiji Ghar Par Hai,” and others, united as one big extended family.
Chief Marketing Officer’s Insights
Kartik Mahadev, Chief Marketing Officer, ZEE Entertainment Enterprises Ltd., said, “The campaign ‘Aapka Apna ZEE’ is a powerful multilingual brand film series that brings alive the essence of the many Indias that live in one country. It is a mirror to how India shows up for each other.”
Cultural Significance
Each of the seven films is deeply rooted in the cultural milieu of its region, capturing its rhythm, rituals, landscapes, and the authenticity of its people. The campaign is a reaffirmation of ZEE’s role as a trusted companion in the daily lives of millions.
The “Aapka Apna ZEE” campaign is a testament to the power of togetherness and community. With its heartfelt message and engaging storytelling, it is sure to resonate with viewers across the country. As ZEE continues to celebrate the many Indias that live in one country, its new identity and campaign are set to strengthen its bond with its audience.
