Ozee – Zee Entertainment Enterprises limited (ZEEL)

The Brand
Zee Entertainment Enterprises limited (ZEEL) is one of India’s Leading television media and entertainment companies. The Company is amongst the largest producers and aggregators of Hindi and regional programming in the world, with an extensive library that boasts of over 222,000 hours of content.

Challenge
With an ever increasing demand for instant entertainment and with 78% of the 152 million internet users being mobile, ZEEL wanted to add ease of accessibility into the incredibly diverse offerings of Zee networks by offering an exclusive Audio Video on Demand platform (AVOD). ZEEL approached Pineapple for a complete Identity Design including Brand Positioning, Naming & Logo Design, as well as defining the Communication Style for the AVOD.

Solution
The app promises enhanced user experience, with an emotional benefit of being your entertainment pal anywhere anytime! The idea was to devise a name resonating with that ‘WOW’ feel in the simplest of ways, connecting directly with the concept of ‘Zee on Mobile’. Thus came the name Ozee, which highlights the element of Surprise (Read ‘WOW’) as one explores the Zee Universe.
Further the brand identity reflects the Zee Universe Theme, with a dynamic Z at the core of it; a universe that confines everything, offering a ‘Galaxy of Entertainment’ at your fingertips- the world of Zee.
To add to that, Pineapple packaged an experience that offered flexibility yet lending a strong character for the AVOD platform with a tagline that encapsulated the need for instant consumption of content – ‘Entertainment Now’.