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Zee Bangla to refresh channel campaign to dominate Bengali space
MUMBAI: The regional space in India’s broadcasting industry is blooming. One of the most widely spoken languages in the country, Bengali has seen a surge in viewership off late. The Bangla channel from the Zee slate is all set to change the game.
Zee Bangla, that holds 44 per cent market share (WB U+R universe) and more than 50 per cent in the urban space, is all set to launch a refreshed channel campaign. Last year, the channel had 39 per cent market share and now it touches almost 50 per cent. Its latest brand philosophy “Notun Chhondey Likhbo Jibon” (Orchestrating life in a new rhythm) ignites a spark amongst the middle-class Bengali women to draw from their inner strength, tide over internal and external battles and take charge of their future to achieve the extraordinary. The brand promise will inspire the middle-class Bengali women to break the shackles of prejudice and preconceived notions, overcoming their apprehensions and taking their families ahead.
The channel soundscape has been expressed through a brand anthem orchestrated by Shantanu Moitra and sung by Shreya Ghoshal. Capturing the current day aspirations and changes in the middle-class Bengali households are two brand films, directed by Dibyendu Bose from Opus Communication and music by Shantanu Moitra. The brand strategy has been co-developed by Publicis with its Kolkata Counterpart – LKSS.
This new brand identity will be revealed during the telecast of musical reality show Sa Re Ga Ma Pa which starts from 7 October 2018 at 9.30 pm.
ZEEL business head for Zee Bangla and Zee Bangla Cinema Samrat Ghosh said that over the last 19 years, Zee Bangla has been successful on the back of good offering and among the 14 prime time slots in the GEC space Zee Bangla holds 11. He said, “We lead the time band from 4.30 to 10 pm with all our fiction and non-fiction shows.”
Ghosh added that Bengal has home-grown animated content on Sunday from 10-10.30 am Baatul the Great and Nonte Fonte which are known characters from Bengali comic books. “One of our previous offerings was Bhootu, which became extremely popular as fiction series on Zee Bangla. So we have also developed half an hour of cartoon animation around the characters.”
ZEEL cluster head regional markets Amit Shah said, “Over the last two decades, Zee Bangla has endeavoured to be a catalyst for change for the quintessential Bengali. As we look forward to the next leg of our journey, it is important for us to continuously reflect the aspirations of the evolving viewer and inspire them to be their extraordinary self. With the new campaign, we are aiming to reach out to a wider audience base and the middle-class Bengali woman, who is an epitome of resilience, courage and social change.”
ZEEL CMO Prathyusha Agarwal said, “Our new brand campaign for Zee Bangla is targeted to resonate with the middle-class Bengali household that revers a woman as the Lakshmi of the family. With our unique brand POV-led content and communication approach, this idea will reflect across all our shows and campaigns celebrating the Lokkhis who take charge of their lives and move their families ahead.”
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
