Zee5 has announced a new brand identity and strategic shift. 

The relaunch marks a step in the OTT company’s evolution, anchored in the promise of  'Apni Bhasha, Apni Kahaniyan' (multiple languages, infinite stories) and a focus on culturally authentic narratives, language-driven personalisation, and technology.

With a new visual identity, this strategic shift is built on three foundational pillars—content, experience, and affordability, crafted to meet India’s next wave of digital demand. 

Zee5’s language content strategy will deliver deeply local, emotionally grounded stories inspired by folklore, real-life heroes, and regional legends. Each language mandate will be structured as an individual vertical to ensure authenticity and scale. 

To deepen engagement, the platform’s new direction focuses on intuitive design and AI-powered personalisation, providing tailored recommendations that resonate with users across all pin codes of India. Leveraging data-driven insights, Zee5 ensures a more engaging and effortless user experience, enabling viewers to quickly access personalised recommendations and enjoy premium-quality streaming across all devices.

This strategic brand shift aligns seamlessly with Z’s brand promise, ‘Yours Truly, Z’, and marks a pivotal step in Zee5’s evolution, setting the stage for the platform’s next phase of growth. Reinforcing its commitment to hyper-local narratives at scale, Zee5 continues to solidify its role as the definitive destination for diverse, multilingual content that resonates with audiences across India and beyond.

To highlight this revived identity, the OTT platform has also rolled out a campaign. 

Amit Goenka, president, digital businesses and platforms, Zee Entertainment Enterprises, said, “Our new brand identity marks a pivotal step in our journey to become a deeply personalised, 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 personalised 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, addded, “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. Spanning 7 languages, this multilingual campaign is designed to resonate with both large and small towns, including tier-2 and tier-3 cities, as well as global audiences. Rooted in our language-first content strategy and hyper-local personalisation, this campaign brings to life Zee5’s belief that in your language, stories are endless.”

Raghavendra Hunsur, chief content officer, Zee Entertainment Enterprises, said, “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 our language packs rollout, we are placing language at the centre of discovery, access, and engagement."