Zee Entertainment Enterprises Ltd. launched its brand new digital entertainment platform, ZEE5, with a captivating music video conceptualized and executed by BBH India. With lyrics in 12 Indian languages, the song brings to life ZEE5’s unmatched offering – the best of local and international content on one platform.
The music has been composed by Amit Trivedi and lyrics have been written by Amitabh Bhattacharya in partnership with the BBH team. The video titled #ApniBhashaMeinFeelHai has been directed by Nitesh Tiwari.
A first in the country, ZEE5 brings India’s largest and comprehensive library of vernacular content with programming in 12+ languages. Ergo the key insight behind this campaign is our love for languages as Indians. There is nothing like the feel of your language. From lullabies to abuses, your own tongue is the best way to express and to feel.
Ms. Archana Anand, Digital Head – ZEE5 India said, “We see ZEE5 as filling a definite need-gap in the Indian market for strong language content and navigation experience across Indian languages. We believe this market to be hugely underserved and hence, see this approach as key to driving our India win. Our platform will be as relevant to the urban elite as it is to the new digital audiences experiencing Internet for the first time. India’s digital story is going to be fuelled by new language consumers and that’s exactly who ZEE5 is for. Our Brand Anthem celebrates this spirited new India, globally savvy, yet happiest in the language of their comfort. Keeping in mind the distinct audiences, two versions of the anthem have been created - one for the North market and one for the South, each catering to the specific market nuances for authenticity and connect. Hats off to the trio of Nitesh Tiwari, Amit Trivedi, Amitabh Bhattacharya for creating an anthem that is just so much fun and to our Creative agency BBH for working with us on the same.”
Russell Barrett, Chief Creative Officer & Managing Partner, BBH India added, “ZEE5 is an entertainment brand for India. All of India, not just Hindi speaking India, English speaking India, or Tamil speaking India but India in all its colourful, textured difference. And what better way to connect with India than through a song? Our effort was to not just say why this brand is different from all the other OTTs out there, but to demonstrate the difference through our communication. We’ve had so much fun collaborating with the amazingly talented Nitesh Tiwari, Amitabh Bhattacharya and Amit Trivedi and we hope the music video for both the South and the rest of India strikes a chord with our audience, because, as we all know, if you like the song, you’ll probably watch the movie.”