Latest news with #AngooriBhabhi
Mint
10 hours ago
- Entertainment
- Mint
‘Aapka Apna ZEE': Regional familiarity, national cohesion
Zee's new campaign Aapka Apna ZEE, unveiled on 7 June alongside a brand identity revamp and a simplified 'Z' logo, is a multi-film exercise in emotional recall and regional grounding. Rolled out across seven languages and geographies, the campaign is built around the core message: 'Saath aane se baat banti hai'—a sentiment that underlines community, shared responsibility, and cultural continuity. At the heart of each film is a wedding scenario disrupted by the absence of an army father. In every region—whether it's a mohalla in Faridabad, a village in West Godavari, or a rain-washed community in Kerala—the local ecosystem steps in to support the family. The father returns on the wedding day to find everything in place, and his wife's calm line—'Itna bada parivaar hai, aaraam se ho gaya'—closes the loop. What sets the campaign apart is its tight integration of hyperlocal detail with a national emotion. In Kerala, the nalukettu homes and monsoon rhythms frame the action. In Bengal, uludhwani, shukto, and traditional boron-dhora wedding rituals add texture. The Kannada film includes chappra decoration and Arshina Shastra, while the Marathi version showcases halad chadavane and the navari sari draped in dhoti style. These aren't generic visuals—they are rooted, lived references. Adding another layer are Zee's fictional characters, embedded as participants, not celebrities or mascots. From Angoori Bhabhi and Vibhuti to Durga and Swayambhu, they appear within scenes, reinforcing the idea of Zee as part of the family, not outside of it. Deep regional embedding: Each film captures the visual, cultural, and emotional grammar of its setting. Fictional IP integration: Zee leverages its own characters in a subtle but effective way to build continuity and recall. Cross-platform rollout: A simultaneous release across all TV and digital platforms created a coordinated media moment. Repetitive emotional structure: The films follow an identical arc, which could limit distinctiveness. Safe creative approach: The storytelling plays to a proven template, without attempting narrative risk or surprise. Brand linkage gap: The emotional message lands, but its association with the new 'Z' identity may need reinforcing. Aapka Apna ZEE is a brand consolidation effort, not a disruption. Its strength lies in cultural proximity. Its challenge lies in breaking clutter through repetition.
Time of India
22-04-2025
- Entertainment
- Time of India
Who is Shubhangi Atre's ex-husband Piyush Poorey? Cause of death, Bhabhji actress' reaction and more
Famed television actress , known and loved for her iconic portrayal of Angoori Bhabhi in the hit comedy series , is currently grappling with a personal tragedy. Her ex-husband, , passed away on April 19, 2025, after a battle with liver cirrhosis. Tired of too many ads? go ad free now The news reportedly reached Shubhangi through media reports, leaving her in deep grief. Shubhangi and Piyush were married for 22 years before they decided to part ways due to irreconcilable differences. Although they had been separated since 2022, their divorce was legally finalized just two months prior to Piyush's untimely demise. Sources close to the couple have confirmed that they were no longer in contact at the time of his passing. The couple tied the knot in 2003 and welcomed their daughter, Ashi, shortly after. Piyush, who once held a high-paying job in advertising, made a rare and commendable decision to quit his profession to support Shubhangi's acting career and take care of their daughter. In an old interview with The Times of India, Shubhangi had spoken about his sacrifices: 'When I got shows like Kasautii Zindagii Kay and Kasturi, Piyush left his job so that I could pursue acting. Later, when I settled down a bit and we figured out our schedules, he resumed work.' Following Piyush's death, a source revealed that Shubhangi quietly resumed shooting for Bhabiji Ghar Par Hai on April 20, a day after the tragedy, though she has chosen not to speak extensively on the matter for now. In a brief interaction with the media, she said, 'Your thoughtfulness during this time means a great deal to me. I request you to give me some time to talk about this.' Tired of too many ads? go ad free now While Shubhangi continues to entertain millions with her performance on-screen, the loss of someone who once played a pivotal role in her life has undoubtedly left an emotional void. Fans and well-wishers have taken to social media to extend their condolences and support during this difficult time.
