ZEE5, the Indian OTT platform owned by Zee Entertainment Enterpriseas, has rolled out a new brand identity and strategic realignment to reaffirm its position as India's own homegrown, multilingual streaming space. Steeped in the idea 'Apni Bhasha, Apni Kahaniyan' (Our Language, Our Stories), the relaunch focuses on hyper-personalised, language-led storytelling to cater to India's multilingual audience with diverse cultures.
This transformation of ZEE5's brand reflects a three-pronged strategy of content innovation, better user experience, and lowering costs. As the focus shifts directly towards regional storytelling, the platform seeks to bridge audiences closer to stories with roots in local cultures, languages, and experiences.
A New Identity for a New Era
As a part of the makeover, ZEE5 has rolled out a new visual identity and user interface that embodies simplicity, inclusions, and personalisation. Powered by AI-based technology, the platform now has improved navigation and personally recommended content driven by user preferences, language, and viewing history.
“Our new brand identity marks a pivotal step in our journey to become a deeply personalised, language-first platform that mirrors the diversity of Indian audiences,” said Amit Goenka, President - Digital Businesses & Platforms, Zee Entertainment Enterprises. “We’re committed to deepening our engagement through culturally resonant storytelling while scaling globally with a tech-enabled, intuitive platform.”
Language-Led Content and Subscription Strategy
ZEE5's new content agenda is centered around original content and crafted experiences in several Indian languages such as Hindi, Tamil, Telugu, Malayalam, Kannada, Bengali, Marathi, Punjabi, and Bhojpuri. The platform will treat every language vertical as a separate unit, crafting customized content pipelines drawn from folklore, local mythology, and true tales reflecting each locale's spirit.
During FY26, ZEE5 is going to introduce more than 130 fresh titles across genres, including original series, feature films, non-fiction formats, and live programming. To go along with this, the service is also introducing language-specific membership plans with a focus on affordability and greater penetration in markets:
Language Packs from ₹120/month
Hindi Pack (Punjabi & Bhojpuri included): ₹220/month
All-Access Pack: ₹320/month
Annual plans will also be available in tiers.
Hyperlocal Personalisation and National Reach
ZEE5's new brand campaign, based on the theme of 'Apni Bhasha. Apni Kahaniyan', has been launched in seven Indian languages to connect with consumers in both urban and tier 2/3 cities as well as Indian diaspora outside India. The campaign is based on the understanding that language is a strong and effective identity and emotional connection marker.
"Language is belonging," said Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises. "A story in your own language doesn't merely entertain—it belongs. This campaign celebrates that deeply personal belonging to stories."
Raghavendra Hunsur, Chief Content Officer, supplemented, "At ZEE5, we're not only growing what we produce, but also whom we produce it for. Whether it's long-form series or try-out short-form content, we are dedicated to reflecting the day-to-day realities of our audiences in their own languages."
Partnering for Brand Transformation
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