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ZEE5 Unveils New Brand Identity, Pivots to become a Hyper- Personalized, Language-First Content Platform

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 ZEE5 has announced a bold new brand identity and strategic shift, reaffirming its positioning as India’s foremost homegrown platform. The relaunch marks a pivotal step in ZEE5’s evolution, anchored in the promise of “Apni Bhasha, Apni Kahaniyan” (Multiple Languages, Infinite Stories) and a sharper focus on culturally authentic narratives, language- driven personalization and cutting-edge technology.
With a new visual identity and a reimagined product experience, ZEE5 deepens its connect with its audiences. This strategic shift is built on three foundational pillars—content, experience, and affordability crafted to meet India’s next wave of digital demand. ZEE5’s language content strategy will deliver local, emotionally grounded stories inspired by folklore, real-life heroes, and regional legends. Each language mandate will be structured as an individual vertical to ensure authenticity and scale.
The upcoming language titles include – Detective Sherdil (Hindi), Sattamum Neethiyum (Tamil), Mothubaru Love Story (Telugu), Inspection Bungalow (Malayalam), Maarigallu (Kannada), Aata Thambhahya Naay (Marathi) and Vibhishan (Bengali) among others.
With a view to increasing engagement, the platform’s new direction focuses on intuitive design and AI-powered personalization, providing tailored recommendations that resonate with users across all pin codes of India. Leveraging data-driven insights, ZEE5 ensures a more engaging and effortless user experience, enabling viewers to quickly access personalized recommendations and enjoy premium-quality streaming across all devices.
Amit Goenka, President, Digital Businesses and Platforms, Zee Entertainment Enterprises Ltd. said “Our new brand identity marks a pivotal step in our journey to become a deeply personalized, language-first platform that mirrors the diversity of Indian audiences. Our strategic focus is clear – strengthen our footprint across India and global markets, deepen engagement through culturally relevant storytelling, and continue building a tech-enabled, scalable platform that’s personalized and intuitive. It’s a cultural shift in how consumers discover, connect with, and consume Indian entertainment globally.”
Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises Ltd. said, “Our brand campaign with the tagline “Apni Bhasha. Apni Kahaniyan” is rooted in the idea that language is belonging, a celebration of a deeply personal emotion. A story told in your language feels like it’s lived in and not just watched. Going across 7 languages, this multilingual campaign is designed to resonate with large and small towns alike, including tier-2, tier-3 cities as well as with global audiences. Rooted in our language-first content strategy and hyper-local personalization, this campaign brings to life ZEE5’s belief that in your language, stories are endless.”
Raghavendra Hunsur, Chief Content Officer, Zee Entertainment Enterprises Ltd. added “At ZEE5, we’ve always believed that powerful storytelling begins with deep cultural insight. We’re deeply committed to serving audiences that have historically been underserved. By leaning into their realities, their languages, and their everyday stories, we’re expanding not just what we create-but who we create it for. Whether it’s long-form originals, short-form bites, or experimental formats, our goal is to delight viewers on their terms. This isn’t just a content strategy, we are placing language at the centre of discovery, access, and engagement.”
This strategic brand shift aligns seamlessly with Z’s brand promise, ‘Yours Truly, Z’, and marks a pivotal step in ZEE5’s evolution, setting the stage for the platform’s next phase of growth. Reinforcing its commitment to hyper-local narratives at scale, ZEE5 continues to solidify its role as the definitive destination for diverse, multilingual content that resonates with audiences across India and beyond.