ZEE5 today announced a significant strategic pivot and a vibrant new brand identity, positioning itself as India's premier homegrown streaming platform with a sharpened focus on "Apni Bhasha, Apni Kahaniyan" (Multiple Languages, Infinite Stories). This major relaunch emphasizes culturally authentic narratives, deep language-driven personalization, and enhanced technological capabilities, aiming to connect more profoundly with diverse Indian audiences and global viewers.
The strategic shift is built upon three core pillars: content, experience, and affordability, designed to meet the burgeoning digital demand across India.
Content: Deeply Local, Infinitely Diverse
ZEE5's renewed content strategy commits to delivering deeply local, emotionally resonant stories inspired by Indian folklore, real-life heroes, and regional legends. The platform announced an ambitious lineup of 130+ new titles for FY26, encompassing originals, movies, non-fiction, and live content across various languages. Each language mandate will now function as an individual vertical, ensuring authenticity and scale in storytelling.
Raghavendra Hunsur, Chief Content Officer, Zee Entertainment Enterprises Ltd., highlighted this commitment: "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."
Upcoming 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.
Experience: Hyper-Personalized and Intuitive
The platform’s new direction places a strong emphasis on intuitive design and AI-powered personalization. This ensures tailored recommendations that resonate with users across all pin codes of India, leveraging data-driven insights for a more engaging and effortless user experience. Viewers can expect quick access to personalized content and premium-quality streaming across all devices.
Affordability: Language-First Plans for Every Viewer
ZEE5 is introducing new, tiered language plans to enhance accessibility. While general language packs will start from an affordable ₹120/month, a Hindi pack (including Punjabi & Bhojpuri content) is priced at ₹220/month. For comprehensive access, the All Access pack will be available at ₹320/month, with annual variants for all options. The platform also promises UHD content and Dolby Atmos for an immersive viewing experience.
Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises Ltd., elaborated on the campaign: "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."
A Cultural Shift in Entertainment
Amit Goenka, President, Digital Businesses and Platforms, Zee Entertainment Enterprises Ltd., emphasized the broader vision: "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."
This strategic brand shift aligns seamlessly with ZEE's overarching brand promise, ‘Yours Truly, Z,’ setting the stage for ZEE5’s next phase of growth. By reinforcing its commitment to hyper-local narratives at scale, ZEE5 aims to solidify its role as the definitive destination for diverse, multilingual content that resonates with audiences across India and beyond.
The platform has also released a brand film to visually convey this new identity: Apni Bhasha, Apni Kahaniyan | మన భాష. మన కథలు.
