Leading Odia entertainment channel, Zee Sarthak, has unveiled a new campaign that pays ode to the women of Odisha. The brand new identity of the channel aims to celebrate the uniqueness of Odias and celebrate ZEEL’s long-standing association with its audiences.

The high-octane campaign has been launched on the Zee Sarthak channel and will be promoted through a 360-degree approach across several mediums – OOH, print as well as social media channels, including YouTube, Instagram, and Facebook.

The channel aims to further strengthen its connection with the audience through a distinct range of shows, relatable storytelling, and refreshed brand identity, which offers an enhanced viewer experience, APN News has reported.

Talking about the channel’s new campaign, Pratik Seal, Chief Channel Officer of Zee Sarthak, said, “We aspire to keep being Odisha’s preferred choice by entertainment with our viewer-first approach. The success garnered by our recent shows such as ‘Jhili’ and ‘Didi No.1’, has played a critical role in reinforcing our promise of offering extraordinary entertainment.”

Commenting on the announcement, Samrat Ghosh, Chief Cluster Officer – East, Zee Entertainment Enterprises Ltd, said, “At Zee, we have always kept the viewers at the nucleus, while leveraging aspects such as design thinking to formulate an intriguing yet entertaining mix of shows as part of our content slate. Zee Sarthak is the No.1 Odia GEC channel and one of the most successful regional GEC channels in India.”

Talking about the new brand identity, Kartik Mahadev, Chief Marketing Officer, Content SBU, ZEE Entertainment Enterprises Ltd, said, “At Zee, our content and brand design is centered around the consumer. Our understanding of ‘Odiatwa’ (truly Odia being) has played a crucial role in maintaining a leadership position in the market. The new identity of Zee Sarthak is both rooted and contemporary, taking inspiration from culturally significant symbols and regional art expressions such as the revered ‘Nilachakra’ and the local patterns of ‘Sambalpuri’ saree weave and signature ‘filigree’ jewelry. We believe this revamped brand identity will strengthen our emotional connection with the Odia viewer.”