Zee gets global; the world gets local

The broadcast company has unveiled its first corporate brand film based on its brand positioning, Vasudhaiva Kutumbakam - The World is My Family. The film is created by Scarecrow Communications.

Subhash Chandra's Zee Entertainment Enterprises (ZEEL) has unveiled its first corporate brand film based on its brand positioning, Vasudhaiva Kutumbakam - The World is My Family. The company had announced this positioning statement in June and since then, the words 'Vasudhaiva Kutumbakam' have been written beneath the logo of the brand.

Vasudhaiva Kutumbakam is an extract from the Upanishads, an ancient Indian text, which says 'That is you, this is I, is the way of the narrow minded. For those of evolved thought, the world is one family.' Zee embraces this 2000-year old maxim as a belief. It believes that this shapes its values, guides its actions and defines its purpose.

This is the first time Zee has gone for an overall brand positioning. Earlier, in 2011, it had adorned a new identity with a change in logos of network channels and new packaging for them. It had launched a brand film for its flagship channel, the Hindi general entertainment channel Zee TV with the tagline, 'Umeed Se Saje Zindagi'.

This time, the network aims to reinforce its vision to welcome the entire world to be a part of the Zee family. Created by Scarecrow Communications, the brand film is a medium to communicate the positioning of the network to the audiences.

Roland Landers, head, corporate brand, Zee, says, "I am extremely glad to unveil the new brand film. Zee's brand positioning envisions its world as a unified family, without any caste, boundary or religion, which this film has beautifully brought to life showcasing a blend of multiple nationalities celebrating togetherness."

The brand film is launching on television on December 2 and will be aired across Zee channels, social media platforms and the network's newly launched corporate website, Zeetelevision.com. Besides, with the help of its key on-ground properties like Zee Rishtey Awards, the channel will ensure that the film reaches "all the key internal and external stakeholders of Zee". The 'Vasudhaiva Kutumbakam - The World is My Family' brand film will be aired across the globe where Zee network has its presence. It will be dubbed in the respective languages and edited too as the original films runs for about 4 minutes 52 seconds.

Talking about the brief given to the agency, Manish Bhatt, founder-director, Scarecrow Communications, tells afaqs!, "In June, when the group had unveiled its positioning of 'Vasudhaiva Kutumbakam', it had added it in its logo but had not run any campaign to communicate the same. The aim of this brand film is to activate and communicate the same change."

Earlier, Scarecrow has worked for Zee Khana Khazana and &pictures. While Draftfcb Ulka is the creative agency on record for the group, Scarecrow worked on the brand film as a project. For the 'Vasudhaiva Kutumbakam - The World is My Family' brand film, the agency has taken an unconventional route and put together a unique musical script that blends people from various countries staying with Indians like one joint family; working together, enjoying rituals and even celebrating festivals in an exotic Indian backdrop.

"The imaginative fictitious world is where foreigners and Indians came together. They are staying together like a family, celebrating festivals like Holi, Dussehra, and occasions like weddings together, dancing and living like a world which is one family. We are confident that this communication will establish the perfect connect with the audience," Bhatt adds.

The colourful brand film talks about how the world of our country has crossed boundaries. The film ends with a message that Zee connects with more than 700 million viewers in over 169 countries across the globe.

The song of the film is sung by Kirti Sagathia, Vivienne Pocha and Akshat. It is composed by Rooshin Dalal and is a blend of Indian folk and opera that beautifully brings out the spirit of celebrating togetherness across the world. Directed by Vijay Mourya of Hot Films, the entire music video is shot at exotic locations from the royal lands of Rajasthan and scenic Maharashtra. Monumental sites like Patwa Haveli, Jaisalmer Fort, Gadisar Lake and Suryagarh Palace, along with the streets of Jaisalmer and Koyna Lake in Satara were shortlisted to bring out the essence of distinct visuals that the world identifies with India.

A media agency expert, on condition of anonymity, tells afaqs!, "Zee is a very good Indian company, which has stood its ground despite the other MNCS. It is the only one, which is Indian and has been able to stand its ground, which is fairly commendable. It is an institution in itself. I don't think there is anything like a corporate brand that exists for Zee. Star has it. Zee has launched a different positioning with 'Vasudhaiva Kutumbakam' but somehow, I feel, the meaning of that is lost. There is no explanation about it and I am hoping with this brand film that will come across."

Sundeep Nagpal, CEO of Stratagem Media, opines that the launch of the brand film was a necessity for Zee. "With the launch of a corporate brand film, the network is trying to establish a larger than life image, an international image as it's an Indian company. Zee as a group has had an indigenous appeal since the launch. It doesn't want to be looked down upon as a conglomerate and is trying to work in the way to have an international appeal. It wants to tell people about its presence across the globe."

Harish Bijoor, brand expert and CEO, Harish Bijoor Consults, says, "While brands within India have attempted to talk the inclusive language with tales of 'National Integration' as a theme, Zee Entertainment, with this film, attempts the language of 'Global Integration'. The lingo that talks 'the world is my family' is as inclusive as it gets. The film is long and needs many edits but at large, it leaves behind a positive feel that embraces the world within the Indian diaspora. Zee Entertainment realises that it has to appeal its corporate language to its diaspora audience of Indians, who are today very mixed by marriage in the countries they live in. To that extent, the attempt is a good one. The film is, thankfully, all about the language of relationships, and stops a tad behind the jingoistic language of reverse colonialism that some Indian brands have attempted in the past. For this sake, I find this film refreshing in its approach and treatment."