Zee invites India to celebrate ‘togetherness'
HighlightsZee Entertainment Enterprises has launched a new brand campaign titled 'Aapka Apna Zee', emphasising the importance of community, belonging, and shared emotional truths through the sentiment 'Saath aane se baath banti hai'. The campaign features a series of multi-lingual brand films in seven languages, showcasing local characters and stories that resonate with the cultural richness and everyday realities of various Indian regions. Kartik Mahadev, chief marketing officer of Zee Entertainment Enterprises, stated that the campaign serves as a mirror reflecting how India comes together, reaffirming Zee's role as a trusted companion in the daily lives of millions.
Zee
has embarked on a new chapter with the unveiling of its new identity and brand ethos of
Aapka Apna Zee
. Reinforcing its deep-rooted connection to India's cultural fabric, the network launched a new campaign that celebrates belonging, community and everyday emotional truths.
At the heart of the campaign lies a simple yet powerful sentiment:
'Saath aane se baath banti hai'
— celebrating the strength of togetherness and the shared moments that create impact and compound goodness, propel us forward, and overcome obstacles. Every shared moment sparks hope, builds support and fuels collective strength, reminding us that together, we can rise above challenges, the network stated in a press release.
Bringing this thought to life is a multi-lingual campaign with a compelling series of brand films in seven languages, each shaped by the textures, voices and emotional truths of the community it represents. Featuring local characters and stories that reflect everyday realities, the films are a cinematic tribute to the deep sense of connection, making viewers across the country feel truly seen, heard and at home, it added.
Anchoring the narrative is the moving story of an army father, who has been called to duty just days before his daughter's wedding. The film captures the spirit of community and togetherness, where in his absence the entire
mohalla
steps in, as family would, together ensuring the celebration continues with warmth and joy, taking care of every detail. When he returns on the wedding day to the delight of his family, to find everything perfectly arranged, his wife gently smiles and says, '
Itna bada parivaar hai, aaraam se ho gaya
,' leaving him deeply moved.
Amplifying the emotion, adding a layer of familiarity and emotional depth, Zee's characters step in not as celebrities, but as
apne log -
heartfelt participants in the celebration. Their presence deepens the spirit of community and belonging.
Speaking about the campaign, Kartik Mahadev, chief marketing officer,
Zee Entertainment Enterprises
, said
,
'The campaign '
Aapka Apna Zee'
, is a powerful multilingual brand film series that brings alive the essence of the many Indias that live in one country. It is a mirror to how India shows up for each other. Each of the seven films is deeply rooted in the cultural milieu of its region— capturing its rhythm, rituals, landscapes, and the authenticity of its people. From the rains becoming a character in Kerala, to a village in Telangana known for its legacy of army service, every story reflects the cultural richness and emotional truths of real India.'
'This campaign is a reaffirmation of Zee's role as a trusted companion in the daily lives of millions. '
Saath Hai Toh Baat Hai'
is a sentiment that links to the heartbeat of millions of homes, where Zee isn't just watched, but welcomed every day,' Mahadev added.
To embody the message of the brand film
'Saath Hai Toh Baat Hai'
, over twenty-five characters from across Zee's shows came together in an unprecedented celebration of togetherness and storytelling.
In cherished moments that blurred the lines between storytelling and lived emotion, characters including Devansh and Vasudha (Vasudha), Angoori Bhabi and Vibhuti Narayan Mishra (Bhabiji Ghar Par Hai), Shravani and Subbu (Shravani Subrahmanyam), Veera and Maran (Veera), Rudra and Ganga (Jayam), Jahanvi and Jayant (Lakshmi Niwas), and Durga and Swayambhu (Jagadhatri) and more came together as one big extended family. Their presence embodied the brand's message and turned the campaign into a cultural moment.
Each brand film stands out by embracing its cultural roots through heartfelt storytelling and authentic visuals. In Kerala, rain-soaked streets and traditional nalukettu-style homes set the stage for a wedding organised by the community, evoking a deep sense of authenticity and belonging.
The Bengali film captures the soul of a
boron-dhora
wedding, with rituals like
uludhwani
and dishes like
shukto
, unfolding like a page from a real family album.
In
Mandya
, Karnataka, the Kannada film showcases
Chappra, Rangoli
, and the sacred
Arshina Shastra
, with locals coming together to help a mother prepare for her daughter's wedding.
The Telugu narrative, set in a West Godavari village, features
Thataku pandiram, Pelli butta
, and the song
Sandadi Sandadi
, capturing the warmth and celebratory spirit of the region.
The Marathi film highlights the vibrant
halad chadavane
ritual and the bride's symbolic
Navari
attire draped in dhoti style is steeped in tradition, reflecting strength.
The Hindi film captures the essence of a North Indian
mohalla
in Faridabad, where neighbours come together like family. The rooftops come alive with collective celebrations, filled with the beats of
dholaks
and folk songs, the joyous rhythms of
sangeet
, the sweetness of
ladoos
and the sound of heartfelt laughter.
With '
Aapka Apna Zee
', the network emerges itself as a companion that reflects every home, every voice, and every lived emotion. A brand that belongs to its audience—because it speaks their language, shares their values and grows with them, the network stated.
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