Mumbai, India – ZEE Entertainment has always focused on Women Empowerment, either through its content offerings or social initiatives. In the journey of empowering women, ZEE has launched a special initiative called ArmybehindtheArmy, which aims at recognising the selfless women behind our brave soldiers and who are the true source of their inspiration. With grit and quiet determination, they deal with perpetual anxiety, constant adaptation and perform multiple roles to make up for the absence of the man of the house who is away at the battlefront, serving the nation. It’s time to pay tribute to this silent Army behind the Army. The mothers, wives, sisters, and daughters – the unsung heroes of military life.
#ArmyBehindTheArmy has been created and conceptualised by ZEE’s creative agency – FCB Ulka Advertising. Going beyond a mere advertising idea, this initiative is rooted in real life and aims to give army wives and mothers the honor they truly deserve for their role in nurturing families, building strong communities and a healthy nation. It also brings to light the epic work which this real army behind the brave soldiers does, to support its families.
For the past 25 years, ZEE has supported and given Indian women a voice onscreen through its content as well as sought betterment for them through on-ground social initiatives. #ArmyBehindTheArmy is another major step taken by ZEE in this direction. This special initiative was launched at the ZEE Cine Awards on 1st April 2017. A 2-minute salutation anthem video capturing the idea was also presented by Anushka Sharma who herself hails from an army family.
The salutation anthem film shot by director Ken Rolston from Story Tellers, a leading film production house brings alive the grit and inner struggle of these women through a powerful and emotive narrative – Hum Hain. The film is a montage of portraits of real wives, widows and mothers of the forces. We see them in the fields, in their homes, with their children, with the wedding album, going through life alone.
The strong visual cue – a unique visual identity designed by FCB Ulka for the initiative – is inspired by army fatigues, with a camouflage design that is derived from women in various acts of nurturing and caring. This lends a strong visual and emotive character to the communication. Subsequently a multimedia campaign will be launched that will include social media, mass media, and across the leading channels of ZEE backed with on-ground activities. The campaign will culminate in a grand salute on Republic Day next year.
