ZEE5 has unveiled a new brand identity and strategic direction, aiming to reposition itself as a language-first, hyper-personalised content platform. The announcement is part of the platform’s renewed focus on regional languages, content accessibility, and audience-specific engagement.
The rebrand introduces a new logo and visual identity, alongside a campaign titled “Multiple Languages, Infinite Stories,” highlighting emotional and linguistic connections with audiences across India and international markets.
The updated platform experience incorporates an AI-powered recommendation system aimed at delivering personalised suggestions to users across India. The strategy focuses on content, user experience, and affordability, with a dedicated vertical for each language to maintain authenticity and scale.
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 multi-lingual 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—with our language packs rollout, we are placing language at the centre of discovery, access, and engagement.”
This brand transition is part of ZEE5’s broader alignment with Zee Entertainment’s brand message ‘Yours Truly, Z’, and represents the platform’s ongoing investment in multilingual content and personalised viewing experiences.
