ZEE5 Launches Bold New Brand Identity

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Synopsis

ZEE5 has relaunched with a bold new identity centered on “Apni Bhasha, Apni Kahaniyan,” promising deeper connections through culturally authentic narratives and hyper-local personalization.

Key takeaways

• ZEE5’s new identity underscores a language-first approach, tapping into India’s rich linguistic diversity.
• Personalized experiences powered by AI and data insights ensure tailored recommendations for every user.
• Language-specific packs, starting at ₹120/month, and an All-Access pack, at ₹320/month, cater to different viewing preferences.
• Upcoming releases span across 7 languages, blending folklore, real-life stories, and regional legends.
  

ZEE5’s cultural shift

ZEE5, India’s homegrown digital streaming platform, has unveiled a brand new identity and strategy pivot, signifying a watershed moment in its evolution. 

The bold relaunch, rooted in the campaign “Apni Bhasha, Apni Kahaniyan” (Multiple Languages, Infinite Stories), promises to redefine how Indian audiences consume entertainment in their native languages. 

It’s not just a new look; it’s a profound cultural shift that places authenticity, personalization, and accessibility at the forefront.

Visual identity and hyper-local personalization

With a refreshed visual identity and a reimagined product experience, ZEE5 is fully committed to cultural authenticity.

By structuring each language mandate as an individual vertical, the platform ensures that every story is authentic, resonant, and deeply rooted in its cultural context. 

This language-first approach is powered by cutting-edge technology, including AI-powered personalization and data-driven insights that deliver tailored recommendations for users across every pin code of India.

Affordable language packs to democratize access

To cater to diverse audiences and viewing habits, ZEE5 has introduced language-specific packs priced at ₹120 per month. 

The Hindi pack, which also covers Punjabi and Bhojpuri content, is available for ₹220 per month, while the All-Access pack costs ₹320 per month, ensuring affordability and flexibility. For those seeking longer-term access, annual variants for each pack are also available. 

This democratized pricing structure is designed to ensure that viewers from tier-2, tier-3 cities, and even global markets can find a pack that resonates with their entertainment needs.

Diverse upcoming titles that celebrate India’s regional richness

Reflecting its language-first promise, ZEE5 is rolling out a slate of exciting new titles in multiple languages. 

Upcoming releases include “Detective Sherdil” (Hindi), “Chhal Kapat: The Deception” (Hindi), “Sattamum Neethiyum” (Tamil), “Mothubaru Love Story” (Telugu), “Inspection Bungalow” (Malayalam), “Maarigallu” (Kannada), “Aata Thambhahya Naay” (Marathi), and “Vibhishan” (Bengali), among others. 

Each of these titles celebrates regional stories, folklore, and real-life heroes, bridging the gap between traditional narratives and modern entertainment formats.

ZEE5’s vision for the future

Amit Goenka, President, Digital Businesses and Platforms, Zee Entertainment Enterprises Ltd., emphasized,

“Our new brand identity marks a pivotal step in our journey to become a deeply personalized, language-first platform that mirrors the diversity of Indian audiences. 

Our strategic focus is clear – strengthen our footprint across India and global markets, deepen engagement through culturally relevant storytelling, and continue building a tech-enabled, scalable platform that’s personalized and intuitive. 

It’s a cultural shift in how consumers discover, connect with, and consume Indian entertainment globally.”

Kartik Mahadev, Chief Marketing Officer, echoed this sentiment, stating,

“Our brand campaign with the tagline ‘Apni Bhasha. Apni Kahaniyan’ is rooted in the idea that language is belonging, a celebration of a deeply personal emotion. 

A story told in your language feels like it’s lived in and not just watched. Spanning 7 languages, this multilingual campaign is designed to resonate with both large and small towns, including tier-2 and tier-3 cities, as well as global audiences. 

Rooted in our language-first content strategy and hyper-local personalization, this campaign brings to life ZEE5’s belief that in your language, stories are endless.”

Raghavendra Hunsur, Chief Content Officer, underscored the commitment to cultural authenticity, adding, “At ZEE5, we’ve always believed that powerful storytelling begins with deep cultural insight. We’re deeply committed to serving audiences that have historically been underserved. 

By leaning into their realities, their languages, and their everyday stories, we’re expanding not just what we create, but who we make it for. Whether it’s long-form originals, short-form bites, or experimental formats, our goal is to delight viewers on their terms. 

This isn’t just a content strategy—with our language packs rollout, we are placing language at the centre of discovery, access, and engagement.”

Setting the Stage for India’s Next Digital Wave

This strategic brand transformation aligns seamlessly with ZEE5’s brand promise, ‘Yours Truly, Z’, setting the stage for its next phase of growth. 

As India’s digital consumption surges, ZEE5’s commitment to hyper-local narratives, culturally grounded storytelling, and an intuitive user experience reinforces its role as the definitive destination for diverse, multilingual entertainment. 

The message is clear: ZEE5 isn’t just keeping up—it’s leading the way in making sure every Indian story, in every Indian language, is heard and celebrated.

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