Media and entertainment conglomerate Zee Entertainment Enterprises has unveiled a new corporate brand identity and positioning. Termed Vasudhaiva Kutumbakam , the positioning is inspired by the core message that ‘the world is my family’, which has been integrated and crafted with the brand logo.

The new branding exercise focuses on the ancient Indian dictum on shared humanity, promoting a world where there is unity, harmony and respect for every individual irrespective of caste and creed.

Punit Goenka, MD and CEO, Zee Entertainment Enterprises said in a statement, “Zee is a cultural ambassador uniting millions of people in India and across the world through entertainment. Zee has embraced this maxim as a belief. The identity is a balanced blend of the traditional and the modern.”

The positioning and identity have also been extended to cover the group’s news and digital business verticals under one umbrella brand called Zee Media.

M. G. Parameswaran, CEO of Draftfcb Ulka Mumbai, the creative agency behind the new positioning, said, “Zee is rooted in true Indian values of philanthropy and spirituality. The new identity and the global positioning tries to embody this in a succinct manner.”

The all new visual identity will be taken across all communication touch-points. Zee and its affiliate companies have a presence across the media value chain including television broadcasting, cable distribution, direct-to-home satellite services, digital media, multiplexes, amusement parks and print media, among others.

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