In an era when movies were just a weekly treat on television, Zee Cinema revolutionized the movie viewing experience on satellite television by introducing India’s first 24 hours Hindi movies channel. Celebrating its 21^st anniversary this month Zee Cinema is set to unveil a brand new identity with a more vibrant, colorful and contemporary look. The new identity will not only enhance the movie viewing experience but will also aim to target new audiences while appealing to the changing palate of the movie viewing audiences.

Designed and developed by the internationally acclaimed design studio SUPERE STUDIO from Argentina, the refreshed packaging is derived from an extensive qualitative research and analysis mapping the consumer behavior and their consumption pattern. One of the key insight that emerged out of this research was the matter in which cinema is consumed in India. Movies are considered as dream factories that immerse its audiences by making them part of a larger than life phenomenon. Taking a cue from such insights that are in sync with the channel’s core proposition of ‘Movies.Masti.Magic.’, the refreshed brand identity introduces the magical element of a portal that creates an aura of fantasy that resonate the thoughts of millions. Appealing to a wider spectrum of audiences, the refreshed identity exhibits a vibrant and dynamic animation that captures the true essence of masti.

Keeping intact the brand’s key components of yellow and green colors, the new sleek logo of the channel has reversed the dominance of yellow along with the fresher flavor of green. The added color scheme of the new packaging exudes dynamism with an interesting splash of colors – red and blue - which amplifies the variety showcased on the channel.

Speaking on the new identity, Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL stated,   “Acknowledging with gratitude the adulation that our audiences have showered upon us over the years, Zee Cinema is now entering an exciting phase in its 21^st year. Perceived as the trusted and most preferred Hindi movies destination, the channel is considered an important family member by its viewers. Just as cinema has changed over time, audiences preference have also shifted in accordance with cultural tastes and trends and Zee Cinema has, always, evolved to keep in sync with these changing scenarios. Keeping this in mind, we have refreshed and modernized the identity while retaining the inherent equity held in the current look and feel. The revamped packaging is designed to heighten the movie viewing experience for our audiences all around the globe.”

“We are also adding many new titles to our vast library including the year’s most awaited blockbuster Singh is Bling starring Akshay Kumar, Khoobsurat, The Shaukeens amongst many others. We are also gearing up for the #HDFirst premiere of the National Awards winning film ‘Haider’  in April on Zee Cinema HD . Zee Cinema has emerged as a valuable brand and with its new avatar supported with a look and feel that conveys its quality and contemporary position, we are confident that our audiences will get hooked onto Zee Cinema even more than before,” he adds.

Drawing upon the vast resources of India’s largest movies library and reaching up 194 million individuals across India, Zee Cinema is definitely the World's Biggest Theatre for Hindi movies!