Zee TV's Aaj Likhenge Kal highlights the brand's 25 years journey

As Zee TV completes 25 years in India, the channel has unveiled its new ideology that’s encapsulated in an impactful way through their new philosophy  – Aaj Likhenge Kal (Writing tomorrow, today!).

Through its inspiring characters and stories, the channel endeavors to encourage its viewers to draw from their own inner strength and take charge of their destinies. With Aaj Likhenge Kal  Zee TV seeks to inspire the great Indian middle class to achieve the extraordinary.

The campaign has been conceptualised and executed by Publicis India.The ad is currently being played across major television channels in India spanning the genres of entertainment, news, and sports and across all digital platforms. It will also tap other prominent avenues like Outdoor and Print for wider reach and appeal.The film is the reflection of every Indian middle class who wants to do something extraordinary and brighten their future

The campaign comprises a musical anthem and a 90-second brand film. The anthem is a melodious rendition sung by Bollywood’s popular singers Shreya Ghoshal and Arijit Singh while the music has been directed by Vishal Bharadwaj.

Highlighting the strategic insight & idea behind the brand film, Paritosh Srivastava, COO – Publicis India, said, “For a television brand to be continuously loved by Indians for 25 long years is quite a remarkable feat. It shows the innate bond and loyalty that Zee TV has managed to carve with its viewers. The challenge for us was to carry forward this legacy and make Zee TV be seen as the brand of tomorrow -- a brand that shapes young India’s aspirations in whatever they wish to achieve. We are happy to be partnering Zee as they transition themselves to a future-ready brand of tomorrow.”

Adding his views, Bobby Pawar, MD & CCO – South Asia, Publicis India, said, “To millions of people Zee TV is not a brand or a channel. It’s almost a family member. Our stories are inspired by their lives, and in turn serve to inspire them to challenge their capabilities and surge ahead towards their ultimate goal. The campaign is an embodiment of that philosophy.”

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