ZEE, one of India’s most iconic and beloved media brands, reaching 854 million viewers across 208 million households, embarks on a new chapter with the unveiling of its new identity and brand ethos of Aapka Apna ZEE. Reinforcing its deep-rooted connection to India’s cultural fabric, the network launches this heartfelt campaign that celebrates belonging, community, and everyday emotional truths.
At the heart of the campaign lies a simple yet powerful sentiment: ‘Saath aane se baath banti hai”— celebrating the strength of togetherness and the shared moments that create impact and compound goodness, propel us forward, and overcome obstacles. Every shared moment sparks hope, builds support, and fuels collective strength, reminding us that together, we can rise above challenges.
https://www.youtube.com/watch?v=FlD1I7LqOZQ
Bringing this thought to life is a multi-lingual campaign with a compelling series of brand films in seven languages, each shaped by the textures, voices, and emotional truths of the community it represents. Featuring local characters and stories that reflect everyday realities, the films are a cinematic tribute to the deep sense of connection, making viewers across the country feel truly seen, heard, and at home.
Anchoring the narrative is the moving story of an army father, who has been called to duty just days before his daughter’s wedding. The film beautifully captures the spirit of community and togetherness, where in his absence the entire mohalla steps in, as family would, together ensuring the celebration continues with warmth and joy, taking care of every detail. When he returns on the wedding day to the delight of his family, to find everything perfectly arranged, his wife, gently smiles and says, “Itna bada parivaar hai, aaraam se ho gaya,” leaving him deeply moved.
Amplifying the emotion, adding a layer of familiarity and emotional depth, ZEE’s most loved characters step in not as celebrities, but as apne log – heartfelt participants in the celebration. Their presence deepens the spirit of community and belonging.
Speaking about the campaign, Kartik Mahadev, Chief Marketing Officer, ZEE Entertainment Enterprises Ltd., said, “The campaign ‘Aapka Apna ZEE’, is a powerful multilingual brand film series that brings alive the essence of the many Indias that live in one country. It is a mirror to how India shows up for each other. Each of the seven films is deeply rooted in the cultural milieu of its region— capturing its rhythm, rituals, landscapes, and the authenticity of its people. From the rains becoming a character in Kerala, to a village in Telangana known for its legacy of army service, every story reflects the cultural richness and emotional truths of real India. This campaign is a reaffirmation of ZEE’s role as a trusted companion in the daily lives of millions. Saath Hai Toh Baat Hai’ is a sentiment that links to the heartbeat of millions of homes, where ZEE isn’t just watched, but welcomed every day.”
To embody the heartfelt message of the brand film ‘Saath Hai Toh Baat Hai’, over twenty-five beloved characters from across ZEE’s iconic shows came together in an unprecedented celebration of togetherness and storytelling. In cherished moments that blurred the lines between storytelling and lived emotion, characters including Devansh and Vasudha (Vasudha), Angoori Bhabi and Vibhuti Narayan Mishra (Bhabiji Ghar Par Hai), Shravani and Subbu (Shravani Subrahmanyam), Veera and Maran (Veera), Rudra & Ganga (Jayam), Jahanvi and Jayant (Lakshmi Niwas), and Durga and Swayambhu (Jagadhatri) and more came together as one big extended family. Their presence embodied the brand’s message and turned the campaign into a cultural moment.
Each brand film stands out by embracing its cultural roots through heartfelt storytelling and authentic visuals. In Kerala, rain-soaked streets and traditional nalukettu-style homes set the stage for a wedding organized by the community, evoking a deep sense of authenticity and belonging. The Bengali film captures the soul of a boron-dhora wedding, with rituals like uludhwani and dishes like shukto, unfolding like a page from a real family album. In Mandya, Karnataka, the Kannada film beautifully showcases Chappra, Rangoli, and the sacred Arshina Shastra, with locals coming together to help a mother prepare for her daughter’s wedding. The Telugu narrative, set in a West Godavari village, features Thataku pandiram, Pelli butta, and the soul-stirring song Sandadi Sandadi, capturing the warmth and celebratory spirit of the region. The Marathi film highlights the vibrant halad chadavane ritual and the bride’s symbolic Navari attire draped in dhoti style is steeped in tradition, reflecting strength. The Hindi film beautifully captures the essence of a North Indian mohalla in Faridabad, where neighbours come together like family. The vibrant rooftops come alive with collective celebrations, filled with the beats of dholaks and folk songs, the joyous rhythms of sangeet, the sweetness of ladoos, and the sound of heartfelt laughter
The campaign was unveiled during the airing of 23rd Zee Cine Awards 2025, with all seven films premiering simultaneously across Zee’s TV channels and digital that allowed audiences to experience one idea through seven distinct voices at the same time.
With ‘Aapka Apna ZEE’, the network emerges itself as a companion that reflects every home, every voice, and every lived emotion. A brand that belongs to its audience—because it speaks their language, shares their values, and grows with them.
This is more than a new identity.
This is Aapka Apna ZEE.
