The Client
Zee Entertainment Enterprises limited (ZEEL) is one of India’s Leading television media and entertainment companies. The Company is amongst the largest producers and aggregators of Hindi and regional programming in the world, with an extensive library that boasts of over 222,000 hours of content. With rights of close to 4000 movie titles from the galaxy of iconic stars and studioes, Zee houses the world’s largest Hindi Film library. With a global viewership exceeding 1 Billion viewers, across 171 countries, Zee has an enviable position when it comes to Indian Television, Media & Entertainment Industry.

The Setup
According to a survey more than 78% of the 152 million Indian internet users are mobile and the average spending on mobile internet is Rs 235 per month.
Along with success story of it’s very own ‘Ditto tv’ – the Live TV streaming portal/app, to the market leader ‘Hotstar’ from rival Star Network, followed by VOOT (viacom 18) and Sony Liv, AVOD (Audio Video On Demand) Service is only going to penetrate deeper, specially with easy (and economical) availability of 4G.

ZEEL wanted to reach out to audiences not just to global urban audiences but also in hinterland with the promise of ease of accessibility into the incredibly diverse offerings of the Zee networks that consists of a bouquet of 34 channels in India, 39 dedicated channels for International Markets, across various categories.
The Brief was to assist with positioning the new brand, brand naming, and identity design as well as defining the communication style for it.

The Pineapple Strategy
Being the first satellite television channel of India, Zee enjoys unmatched brand recall and an affinity from the Indian TV audience. With this AVOD app, it’s another wonderful opportunity for Zee to further cement the viewership of it’s loyal customers on a platform which is making huge inroads.

And hence the first step was to understand and articulate the type of audience that forms the core of it’s viewership.
The second step was to get the name that should appear a seamless natural extension of the brand (specially the core channels on the new platform)
Next was to package an experience that should offer flexibility yet lending a strong character for the AVOD platform with a tagline that encapsulates the need for instant consumption of content – ‘Entertainment Now’.

The Design
“An element of Surprise (Read ‘WOW’) as one explores the Zee Universe”
Team Pineapple proposed the above as the core theme, which was instantly approved by the management. The next was to find the name that resonates that ‘WOW’ feel in the simplest of ways, also aiding to the direct connect with the concept of ‘Zee on Mobile’.
Deploying the proven methodology that pineapple uses for coming up with Brand Names ‘OZEE’ was chosen amongst the other name options.
The brand identity reflects the Zee Universe Theme, with a dynamic Z at the core of it.

The Result
OZEE launched in February 2016, with 3.8 M +Downloads and 100M + page downloads!
Punit Goenka, MD & CEO, ZEEL, said, “In India, entertainment is life. The fact that today people are finding it easy to cut away from appointment viewing and are able to watch their chosen entertainment anytime and anywhere, has only driven consumer expectations higher. The video on demand platform has become the need of the hour and we are excited to bring to our viewers this whole new level of entertainment. Living in the ‘instant’ era, OZEE will make content available within minutes of its television telecast.”

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