MUMBAI: Zee Cinema has unveiled its new brand philosophy, ‘Jazba Hai Jeene Mein, Jab Cinema Hai Seene Mein’ that captures this emotion of achieving the unachievable. Its brand positioning ‘Seene Mein Cinema’ is aimed towards inspiring every Indian to make the most of everything that life has to offer, starting 31 March.
The film reflects the new philosophy and positioning, accentuating the essence of inspiration and motivation. With the brand repositioning, the channel intends to break through the clutter and cement its position as a thought leader and a distinct channel that has a strong emotional connect with its viewers. The channel boasts of a wide range of inspiring movies like Simmba, Uri, Manikarnika, Zero, Dangal, Raazi, SatyamevJayate, Secret Superstar, Toilet - Ek Prem Katha, Parmanu, Padman, amongst many others.
Zee Hindi movies cluster business head Ruchir Tiwari said, “2019 is special for us as we are hoping to build an even larger organic and loyal audience base with the brand repositioning of our marquee channel – Zee Cinema. Since its inception, the channel has stood for three things: movies, masti and magic. When we see underdogs take on extraordinary goals, despite all adversities and difficulties, we can relate to them. New age cinema is all about bringing the extraordinary together to create nonchalant magic. With the commencement of a new era in cinema, the brand decided to undergo a total visual transformation including a shift in brand focus - Seene Mein Cinema. As ZEEL completes 25 years, this not only makes us feel extremely proud but also encourages us to do better.”
He added, “The channel’s initial thought was to be the go to channel for Bollywood fans, but today we have managed to re-define ourselves and create a category for ourselves. This year we want our viewers to break away from the shackles of their shortcomings and live a life that is an inspiration for all. We are defined by the moments when we decide to never give up and take that risk. Our new brand campaign is an ode to all who have the jazba in them to not let the hurdles of life demotivate their spirit of living.”
ZEEL CMO Prathyusha Agarwal said, “It is said that life inspires movies. With our new brand philosophy ‘Jazba hai jeene mein, jab cinema hai seene mein’ we want to urge our viewers to take inspiration from cinema and chase the extraordinary. It is the spirit of seeing the silver lining and the belief that nothing is impossible that helps us sail through the most difficult situations in life. Hindi cinema boasts of many inspirational stories that give us the courage to take a leap forward. The brand positioning ‘Seene Mein Cinema’ celebrates the jazba that is hidden inside every individual and would like to encourage them to embrace life with open arms.”
