ZEE5 announced a new brand identity and strategic shift to position as a homegrown platform. The relaunch marks a pivotal step in ZEE5’s evolution, anchored in the promise of “Apni Bhasha, Apni Kahaniyan” (Multiple Languages, Infinite Stories). The shift emphasises culturally authentic narratives, language-driven personalisation, and technological integration.
With a new visual identity, a reimagined product experience, and language plans designed around India’s major languages.
This strategic shift is built on three foundational pillars—content, experience, and affordability, crafted to meet India’s next wave of digital demand. ZEE5’s language content strategy will deliver deeply local, emotionally grounded stories inspired by folklore, real-life heroes, and regional legends. Each language mandate will be structured as an individual vertical to ensure authenticity and scale.
While the language packs will start at ₹120/month, the Hindi pack (including Punjabi & Bhojpuri content) is priced at ₹220/month. The All-Access pack will be available at ₹320/month, and all packs will have Annual pack variants.
The upcoming language titles include – Detective Sherdil (Hindi), Chhal Kapat: The Deception (Hindi), Sattamum Neethiyum (Tamil), Mothubaru Love Story (Telugu), Inspection Bungalow (Malayalam), Maarigallu (Kannada), Aata Thambhahya Naay (Marathi) and Vibhishan (Bengali) among others.
With a view to deepening engagement, the platform’s new direction focuses on intuitive design and AI-powered personalization, providing tailored recommendations that resonate with users across all pin codes of India.
This strategic brand shift aligns seamlessly with Z’s brand promise, ‘Yours Truly, Z’.
Amit Goenka, President, Digital Businesses and Platforms, Zee Entertainment Enterprises, said, “Our new brand identity marks a pivotal step in our journey to become a deeply personalized, language-first platform that mirrors the diversity of Indian audiences. Our strategic focus is clear – strengthen our footprint across India and global markets, deepen engagement through culturally relevant storytelling, and continue building a tech-enabled, scalable platform that’s personalized and intuitive. It’s a cultural shift in how consumers discover, connect with, and consume Indian entertainment globally.”
Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises, said, “Our brand campaign with the tagline “Apni Bhasha. Apni Kahaniyan” is rooted in the idea that language is belonging, a celebration of a deeply personal emotion. A story told in your language feels like it’s lived in and not just watched. Going across 7 languages, this multi-lingual campaign is designed to resonate with large and small towns alike, including tier-2, tier-3 cities as well as with global audiences. Rooted in our language-first content strategy and hyper-local personalization, this campaign brings to life ZEE5’s belief that in your language, stories are endless.”
Raghavendra Hunsur, Chief Content Officer, Zee Entertainment Enterprises, said, “At ZEE5, we’ve always believed that powerful storytelling begins with deep cultural insight. We’re deeply committed to serving audiences that have historically been underserved. By leaning into their realities, their languages, and their everyday stories, we’re expanding not just what we create-but who we create it for. Whether it’s long-form originals, short-form bites, or experimental formats, our goal is to delight viewers on their terms. This isn’t just a content strategy-with our language packs rollout, we are placing language at the centre of discovery, access, and engagement.”
