Ad Campaigns
ZEEL launches new corporate brand film
MUMBAI: In a bid to strengthen its global positioning of ‘Vasudhaiva Kutumbkam – The World is My Family,’ Zee Entertainment Enterprises Ltd (ZEEL) has launched a new corporate brand film, which has been created by FCB Ulka.
Reaching over 959 million viewers across 169 countries, the film reiterates Zee’s role as a global brand, a cultural ambassador, uniting people in India and across the globe with its 33 domestic and 36 international channels.
In 2013, ZEE Entertainment unveiled their new corporate identity of ‘Vasudhaiva Kutumbakam – The World is my Family.’ The concept originated in the Maha Upanishad in a shloka and it means – “Only small men discriminate saying: One is a relative; the other is a stranger. For those who live magnanimously the entire world constitutes but a family.”
On the new brand film, ZEEL corporate brand head Roland Landers said, “In its journey of 22 years, ZEE has made a significant place in the hearts and minds of millions of viewers across the world. Through this film, we not only cherish their presence, but also welcome the world to be a part of this family.”
Speaking on the brand film, FCB Ulka CCO Satbir Singh said, “ZEE is today this massive family with millions of family members around the world, connected through highly engaging television and movie content. We are celebrating this inclusive value of Vasudhaiva Kutumbakam, or the World is a Family, with this film.”
The film will go live from today 18 May, 2015 across all platforms of ZEE Entertainment and ZEE Media. The film’s roll-out will be supported by a print ad as well as intensive promotion on YouTube and other social media platforms.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
