They say that the best content strategy in the entertainment domain is to be local while staying universal. ZEE5 has ventured into this by coming up with a 'Multiple Languages, Infinite Stories' theme.
Three elements form the crux of this rebranding effort: A sharper focus on culturally authentic narratives, language-driven personalization, and cutting-edge technology.
The core team behind the streaming platform suggested that the ongoing transformation involves three key aspects: a refreshed visual identity, an improved product experience, and a comprehensive language strategy focusing on India's major languages. The entire initiative is founded on three core principles: relevant content, a superior user experience, and affordability, all aimed at catering to the burgeoning digital consumption in India.
Content inspired by Indian folklore, real-life inspirational figures, and regional legends will be tapped into. Mothubaru Love Story in Telugu is part of this endeavour.
Raghavendra Hunsur (Chief Content Officer) highlighted ZEE5's commitment to serving historically underserved audiences by focusing on their realities, languages, and everyday stories. This content strategy, which includes long-form originals, short-form content, and experimental formats. Kartik Mahadev (Chief Marketing Officer) explained that this multi-lingual campaign, spanning seven languages, is designed to resonate with audiences across all tiers of Indian cities and global markets, driven by a hyper-local personalization strategy. ZEE5 is undergoing a significant brand transformation, aiming to become a deeply personalized, language-first platform that reflects India's diverse audience. This strategic shift, as articulated by Amit Goenka (President, Digital Businesses and Platforms), is about culturally relevant storytelling.
Regional languages packs will start at Rs 120 per month. The Hindi pack is priced at Rs 220 per month. An all-access pack will be available at Rs 320 per month, and all packs will have Annual pack variants.
