ZEE5 has relaunched its brand identity to emphasize local language content and culturally authentic stories. The platform has introduced language packs starting at Rupees 20 per month, with the Hindi pack (including Punjabi and Bhojpuri) priced at Rupees 220 and an all-access pack at ₹320. These packs also have annual subscription options.
The new strategy treats each language as a separate vertical, ensuring deep local relevance and scaling content for diverse audiences. Upcoming titles include Detective Sherdil (Hindi), Sattamum Neethiyum (Tamil), Mothubaru Love Story (Telugu), Inspection Bungalow (Malayalam), Maarigallu (Kannada), Aata Thambhahya Naay (Marathi), and Vibhishan (Bengali).
According to Brand, ZEE5’s app update features AI-powered personalization, providing tailored content suggestions across all devices and pin codes, aiming to enhance user engagement and ease of access. Amit Goenka, President, Digital Businesses and Platforms, Zee Entertainment Enterprises Ltd. said “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.
Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises Ltd. said,“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. Rooted in our language-first content strategy and hyper-local personalization, this campaign brings to life ZEE5’s belief that in your language, stories are endless.”
Raghavendra Hunsur, Chief Content Officer, Zee Entertainment Enterprises Ltd. added “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. Whether it’s long-form originals, short-form bites, or experimental formats, our goal is to delight viewers on their terms. This isn’t just a content strategy-with our language packs rollout, we are placing language at the centre of discovery, access, and engagement."
