Zee Café seeks to give a new dimension with new brand positioning

Zee Café has announced its new brand positioning with the slogan – ‘All Eyes On New’. The slogan reinforces Zee Café’s brand commitment to its viewers and strengthens its thought leadership in the English entertainment category.

The positioning is inspired from the consumer insight that people today are constantly exploring and discovering. They are willing to carry change along with them to grow. They want to be bold and actively seek what is new and different.

Aligned to this insight, Zee Café has lined up quite a few new shows. The new brand ethos is further emphasised in the narratives and characters of each show, which are different from the routine. Thus, reiterating Zee Café as a symbol of the new.

Taking the new ethos forward is the channel visual identity – the face of the channel – the first step to surprise and punch in change. The logo shows a bold Zee Café, standing tall and towering over everything. Depicted in strong 3D, today’s sophisticated visual language of larger-than-life graphics. The look is contemporary with a universal appeal. The colours have been treated in line with today’s sensibilities to reflect the youthfulness and exuberance of the viewers.

The content showcase is a blend of drama, comedy, thrill and action. Keeping in with their brand promise of airing shows within 12 hours of the US premiere, the channel continues with its marquee property, ‘Along With the U.S.’ and airs shows such as ‘Gotham S3’, ‘Big Bang Theory S10’, ‘Supergirl S2’, ‘Secret and Lies S2’ and ‘Lethal Weapon’ every Monday-Friday at 10 pm.

Apart from this, the channel also brings four new Indian television premieres – ‘The Shannara Chronicles’, ‘Criminal Minds: Beyond Borders’, ‘Code Black’ and ‘The Real O’Neals’ back to back from 8 pm to 11 pm under its fresh property ‘Weekend Prime’, from October 15 onwards. After receiving tremendous response for the first season, Zee Café also brings back ‘Uncut’ – an hour of unfiltered and uncensored content, Monday-Friday at 11 pm.

Ali Zaidi, Business Head, Zee English Cluster, commented, “The viewers in this genre like to explore, experiment and evolve. At Zee Café, the viewers are at the core. ‘All eyes on New’ taps into the current mindset of these viewers. Zee Café has been a trendsetter in the genre all along and the new positioning clearly establishes the forward attitude of the brand. We are sure the audience would respond positively to the change.”


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