Zee Cinema & ZeeQ unveil new look

Along with logo changes, the channels will introduce new movies and shows, respectively.

ZeeQ has announced a new look for the kids channel, along with the introduction of shows with a mix of comedy, action and art & craft elements. Meanwhile, celebrating its 21st anniversary this month, Zee Cinema is also about to unveil a brand new identity on April 19 with a more vibrant, colourful and contemporary look. The new identity will not only enhance the movie viewing experience, but will also aim to target new audiences while appealing to the changing palate of the movie viewing audiences.

Designed and developed by the internationally acclaimed design studio SUPERE STUDIO from Argentina, the refreshed packaging for Zee Cinema is derived from an extensive qualitative research and analysis mapping the consumer behaviour and their consumption patterns. One of the key insights that emerged out of this research was the matter in which cinema is consumed in India. Movies are considered as dream factories that immerse its audiences by making them part of a larger-than-life phenomenon. Taking a cue from such insights that are in sync with the channel's core proposition of 'Movies.Masti.Magic.', the refreshed brand identity introduces the magical element of a portal that creates an aura of fantasy that resonate the thoughts of millions. Appealing to a wider spectrum of audiences, the refreshed identity exhibits a vibrant and dynamic animation that captures the true essence of masti.

Keeping intact the brand's key components of yellow and green colours, the new logo of the channel has reversed the dominance of yellow along with the fresher flavour of green. The added colour scheme of the new packaging exudes dynamism with an interesting splash of colours - red and blue - which amplifies the variety showcased on the channel.

Speaking on the new identity, Ruchir Tiwari, deputy business head, Hindi Movie Channels, ZEEL, says, "Acknowledging with gratitude the adulation that our audiences have showered upon us over the years, Zee Cinema is now entering an exciting phase in its 21st year. Perceived as the trusted and most preferred Hindi movies destination, the channel is considered an important family member by its viewers. Just as cinema has changed over time, audiences' preferences have also shifted in accordance with cultural tastes and trends, and Zee Cinema has always evolved to keep in sync with these changing scenarios. Keeping this in mind, we have refreshed and modernised the identity while retaining the inherent equity held in the current look and feel. The revamped packaging is designed to heighten the movie viewing experience for our audiences all around the globe."

Zee Cinema is also adding many new titles to its library including 'Singh is Bling' starring Akshay Kumar, 'Khoobsurat', 'The Shaukeens', amongst many others. It is also gearing up for the #HDFirst premiere of the National Award winning film 'Haider' , in April, on Zee Cinema HD.

After Hindi GEC and movie channels, the kids genre is the largest in terms of viewership in India. However, it needs variety, new concepts and characters.

Ashwin Sashital, brand and communications head, ZeeQ, says, "ZeeQ is taking a step further by revamping the look, feel and positioning of the channel. The challenge lies in expanding the audience base, something we believe can be done with the new line-up. We plan to keep our audience engaged and entertained, with exciting new stories, creative activities and action-packed adventures. We look forward to a great start with our rebranding campaign."

Kids is number three priority genre in Indian television and has a high viewership, not only among children, but parents as well. Keeping this strategic factor in mind, ZeeQ is launching new programmes targeting 4-14 SEC ABC audiences. These include the animated laugh riots, 'Bandbudh aur Budbak', which revolves around two 10-year-old school boys who always land in trouble and 'Pyaar Mohabbat Happy Lucky', which follows the escapades of Happy and Lucky, who are opposites and find themselves in the middle of hilarious quarrels. For a dose of action, there is the award-winning action series, 'Burka Avenger', which narrates the story of Jiya, a mild-mannered teacher, who has a secret weapon: martial arts. Jiya wears a burka to hide her identity as she fights villains who want to shut down the girls' school where she works. Parents and children can explore the world of creativity and unbridled imagination with 'The Art Room'.

ZeeQ is undertaking a 360-degree promotional campaign in key metro cities and HSM markets. The channel has started the 'rebranding' with a TV campaign on Zee Network and other select channels. As part of the audience outreach programme, ZeeQ will organise on-ground activities and school contact programmes, based on the new shows. The channel is partnering with leading media houses for focussed promotional activities.