GECs
Zee to salute ‘Army behind the Army’ at Cine Awards
MUMBAI: We are protected by the strength of the Indian army. But, have we ever pondered over the source of their strength? Their strength is an army behind them in the form of mothers, wives, sisters, daughters who silently toil day and night making up for their sons, husbands and fathers who are busy protecting the nation. Zee salutes this real Army behind the Army.
It is not with medals and trumpets but with respect and recognition, Zee acknowledges their huge contribution and sacrifice.
Zee Entertainment Enterprises is a global content company which has always focused on Women Empowerment, either through its content offerings or social initiatives. In this journey of empowering women, Zee has launched a special initiative called ArmybehindtheArmy, which aims at recognizing the selfless women behind our brave soldiers and who are the true source of their inspiration.
Tune into Zee Cinema on 1 April at 7 pm to catch the launch of this special initiative at the Zee Cine Awards by Anushka Sharma.
#ArmyBehindTheArmy has been created and conceptualised by Zee’s creative agency – FCB Ulka Advertising. Going beyond a mere advertising idea, this initiative is rooted in real life and aims to give army wives and mothers the honor they truly deserve for their role in nurturing families, building strong communities and a healthy nation. It also brings to light the epic work which this real army behind the brave soldiers does, to support its families.
For the past 25 years, Zee has supported and given Indian women a voice onscreen through its content as well as sought betterment for them through on-ground social initiatives. #ArmyBehindTheArmy is another major step taken by Zee in this direction.
Zee MD & CEO Punit Goenka said, “I’m extremely thrilled to launch this initiative which salutes the real army behind our brave soldiers. In our journey of 25 years, Zee has always stood for Women, and we’ll continue to do so forever.”
FCB Ulka Advertising chief creative officer Swati Bhattacharya says, “When we think of the word ‘soldier’ we always think of a man. When we hear the word ‘patriotism’ we think of loud slogans, louder gunshots and again men.
For me this idea is about two important words, ‘respect’ and ‘recognition’. For me the mothers, wives and daughters of the army are the stronger army. They are our Paramvirs and our Mahavirs. Let’s celebrate their strength and their nationalism. Let’s salute the #ArmyBehindTheArmy. I’m grateful to Zee for their support in launching this initiative.”
This special initiative will be launched at the Zee Cine Awards on 1 April 2017. A 2-minute salutation anthem video capturing the idea will be presented by Anushka Sharma who herself hails from an army family.
Zee Live & Zee Talent head – corporate brand & communications and CEO Sunil Buch said, “While our brave soldiers Respect & Recognize, the women behind their bravery, it is time that every citizen of our nation salutes them and applauds their contribution.”
The salutation anthem film shot by director Ken Rolston from Story Tellers, a leading film production house brings alive the grit and inner struggle of these women through a powerful and emotive narrative – Hum Hain. The film is a montage of portraits of real wives, widows and mothers of the forces. We see them in the fields, in their homes, with their children, with the wedding album, going through life… alone.
The strong visual cue – a unique visual identity designed by FCB Ulka for the initiative – is inspired by army fatigues, with a camouflage design that is derived from women in various acts of nurturing and caring. This lends a strong visual and emotive character to the communication.
Subsequently a multimedia campaign will be launched that will include social media, mass media, and across the leading channels of Zee backed with on-ground activities. The campaign will culminate in a grand salute on Republic Day next year.
GECs
Asianet Television Awards 2026 celebrates women power in Malayalam TV
“She is the Colour” theme honours icons as ceremony airs on March 14 and 15 at 7 PM.
MUMBAI: If television lights up living rooms, this year Asianet decided to let women provide the colour. The Asianet Television Awards 2026 turned the spotlight firmly on women empowerment with the theme “She is the Colour”, celebrating the strength, resilience and achievements of women who continue to shape society and the Malayalam entertainment industry.
The ceremony honoured several distinguished personalities whose journeys have left a lasting cultural imprint. Among them was legendary playback singer Vimala Varma, widely recognised as the first Malayalam playback singer. The evening also paid tribute to Padma Shri awardees Devaki Amma and Vimala Menon for their exceptional contributions in their respective fields.
Leading women from the Malayalam film industry were also recognised during the event, including actor Shweta Menon, who currently serves as president of the Association of Malayalam Movie Artists, and National Award winning actor Surabhi Lakshmi.
The awards ceremony brought together a glittering lineup of actors and industry figures, including Jayasurya, Vijay Babu, Asha Sarath, Lena, Esther Anil, Anumol, Akhila Bhargavan, Sarayu Mohan, Prajod Kalabhavan, Gayathri Suresh, Sabumon Abdusamad, Swasika, Tini Tom, Sijoy Varghese, Kailash, Veena Nandakumar, Sabareesh Varma, Ansiba Hassan and Dinesh Prabhakar. Kishan Kumar, executive vice president Malayalam at JioStar, was also present at the event.
Beyond individual recognitions, the awards celebrated excellence across Malayalam television, acknowledging artists and technicians whose work continues to drive the industry forward.
The evening also offered plenty of spectacle, with elaborate dance performances, stunt acts and comedy skits performed by popular television and film personalities, turning the ceremony into a full fledged entertainment showcase.
Viewers will get to watch the celebrations when the Asianet Television Awards 2026 air on Asianet on March 14 and 15, Saturday and Sunday, from 7 pm onwards, bringing the star studded tribute to homes across Kerala and beyond.
