TV network Zee champions the ‘great Indian middle class’ with national rebrand

One of India’s biggest cable television networks has unveiled a national rebrand campaign aimed at “inspiring the great Indian middle class to achieve the extraordinary”.

The 25-year-old network Zee TV has revealed its new slogan ‘Aaj Likhenge Kal’ (‘Writing tomorrow, today’) in a bid to appeal to India’s growing number of affluent millennials.

Previously Zee operated under the slogan ‘Har Lamha Nayi Ummeed’, which translates as ‘A new ray of hope every moment’.

To promote the rebrand, Zee and creative agency Publicis India have created a two-minute TV commercial featuring a song by Bollywood singers Shreya Ghoshal and Arijit Singh.

According to the agency, the TVC is intended to be “a reflection of every Indian middle class who wants to do something extraordinary and brighten their future”.

To demonstrate this, the film features scenes of a woman commuting to work, a conservative family who are becoming progressive towards their daughter’s lifestyle and a ‘super mom’ who wins a dance reality competition.

As well as TV, the campaign will also run on outdoor, print and digital channels. 

Publicis India chief creative officer and managing director Bobby Pawar said: “To millions of people Zee TV is not a brand or a channel. It’s almost a family member. Our stories are inspired by their lives, and in turn serve to inspire them to challenge their capabilities and surge ahead towards their ultimate goal. The campaign is an embodiment of that philosophy.”


Client: Zee TV

Agency: Publicis India

Managing director and chief creative officer: Bobby Pawar

MD: Srija Chatterjee

Chief strategy officer: Sudeep Gohil

Chief operating officer: Paritosh Srivastava

Creative head: Jigar Fernandes

Creative team: Srijan Shukla, Tushar Waghmare, Vignesh Gangadharan


Production house: Chrome Pictures

Director: Vijay Veermal

Producer: Roopali Singhal


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