The leading Bangla GEC of the country has undergone a packaging refresh, replete with new theme song, logo, brand philosophy, and more. Zee Bangla’s latest brand philosophy “Notun Chhondey Likhbo Jibon” (Orchestrating life in a new rhythm) ignites a spark amongst the middle-class Bengali women to draw from their inner strength, tide over internal and external battles and take charge of their future to achieve the extraordinary. With the intent of propelling change, Zee Bangla’s brand promise will inspire the middle-class Bengali women to break the shackles of prejudice and preconceived notions, overcoming their apprehensions and taking their family ahead.
This new brand identity will be revealed during the telecast of the biggest musical reality show ‘Sunrise Pure Presents Sa Re Ga Ma Pa co-powered by Fortune Refined Soyabean Oil, Aquaguard and Wild Stone’ to be aired on the channel on Sunday, 7th October 2018 starting 9.30 PM.
Since its launch in 1999, Zee Bangla has continued to lead in the Bengali entertainment space on the strength of its content offering. The channel has always been in the forefront with relatable and progressive stories through its shows.
Be it Joyee that narrates the story of a young orphaned village girl who is passionate about football, Rani Rashmoni, a story of the Queen of Janbajar who stands up against social evils and imperialism, Krishnokoli, a story of a young dusky girl’s fight against the age old prejudices inflicted on a dark skinned woman, Saath Bhai Champa, a young girl’s quest to find her seven brothers or Bokul Kotha which tells the story of a tom boy who is a dutiful wife. The non-fiction format is also dominated with shows like Dadagiri, hosted by popular cricketer Sourav Ganguly, which challenges the wit and intellect of the participants and the channel’s marquee show Didi No. 1 which encourages women from all walks of life to participate and win some exciting prizes. The biggest musical talent platform Sa Re Ga Ma Pa hosted by Jishu Sengupta which showcases extraordinary journeys of commoners, is also included as a flagship show for the campaign. The underlying concepts for all the shows echo the channel’s new brand philosophy. Through its unique content creation and innovation, Zee Bangla has also been an inspiration for the other stalwart channels within the Zee network.
Amit Shah, Cluster Head – Regional Markets, ZEEL, said “Over the last 2 decades, Zee Bangla has endeavoured to be a catalyst for change for the quintessential Bengali. As we look forward to the next leg of our journey, it is important for us to continuously reflect the aspirations of the evolving viewer and inspire them to be their extraordinary self. With the new brand proposition ‘Notun Chhondey Likhbo Jibon’ we are aiming to reach out to a wider audience base and the middle-class Bengali woman, who is an epitome of resilience, courage and social change.”
Prathyusha Agarwal, CMO, ZEEL said, “Our brands and content across regions have always highlighted values that are deeply ingrained in the middle-class audiences and we believe in bringing alive the voice and spirit of this ever evolving Great Indian Middle Class. Our new brand campaign for Zee Bangla is targeted to resonate with the middle-class Bengali household that revers a woman as the Lakshmi of the family. With our unique Brand POV led content and communication approach, this idea will reflect across all our shows and campaigns celebrating the Lokkhis who take charge of their lives and move their families ahead. Through the campaign ‘Notun Chhondey Likhbo Jibon’, we are celebrating these extraordinary journeys and hope it will propel change in a positive way.”
Bringing alive the essence of its core proposition, Zee Bangla will unveil the channel’s brand-new avatar, through an all new channel look, sound and visual identity. The visual identity captures the inner glow or radiance that emanates from within a symbol of positivity and confidence that the brand echoes. The channel sound scape has been expressed through a Brand Anthem orchestrated by Shantanu Moitra and sung by Shreya Ghoshal. Capturing the current day aspirations and changes in the middle class Bengali households are two brand films, directed by Dibyendu Bose from Opus Communication Pvt Ltd and music by Shantanu Moitra. The brand strategy has been co-developed by Publicis with its Kolkata Counterpart – LKSS.
Shantanu Moitra who has composed the music for the brand anthem shared, “Zee Bangla has been a household name for over two decades and it has been a pleasure to be associated with the brand. The new brand anthem ‘Notun Chhondey Likhbo Jibon’ promises to ignite a spark amongst the middle-class Bengali audience and will inspire them to move ahead with zeal and determination. I have tried to capture the same essence in my music too. Shreya Ghoshal has lent her vocals to the song and as usual has sung beautifully to the inspiring lyrics and euphonious music. I hope the viewers will like the new composition.”
Samrat Ghosh, Business Head – Zee Bangla and Zee Bangla Cinema, ZEEL, said “We live in an ever changing and evolving society and over the past 25 years, we have captured this facet through the entertainment we provide to the viewers. With ‘Notun Chhondey Likhbo Jibon’ we are creating a refreshed positioning for Zee Bangla and look to inspire the middle-class Bengali women to overcome their inner fears, identify the potential within and orchestrate a better life for themselves and their families.”
As the programming line-up continues to develop further in upcoming months, Notun Chhondey Likhbo Jibon will take precedence in all aspects of content design encouraging viewers to celebrate their indomitable spirit and make their lives truly extraordinary.