Zee Entertainment has launched its new OTT platform Zee5 with a music video.
The 12-language music video titled #ApniBhashaMeinFeelHai (There is feel in our own languages) created by BBH India aims to connect and cater to the Indian audience who speak different languages (every region has a different language in India).
The music has been composed by Amit Trivedi and lyrics have been written by Amitabh Bhattacharya in partnership with the BBH team. The video has been directed by Nitesh Tiwari. Also, two versions of the anthem have been created – one for the North market and one for the South.
Archana Anand, digital head at Zee5 India said: “We see Zee5 as filling a definite need-gap in the Indian market for strong language content and navigation experience across Indian languages. We believe this market to be hugely underserved and hence, see this approach as key to driving our India win.
"Our platform will be as relevant to the urban elite as it is to the new digital audiences experiencing Internet for the first time. India’s digital story is going to be fuelled by new language consumers and that’s exactly who Zee5 is for. Our brand anthem celebrates this spirited new India, globally savvy, yet happiest in the language of their comfort."
Russell Barrett, chief creative officer and managing partner, BBH India said: “Zee5 is an entertainment brand for India. All of India, not just Hindi speaking India, English speaking India, or Tamil speaking India but India in all its colourful, textured difference. And what better way to connect with India than through a song? Our effort was to not just say why this brand is different from all the other OTTs out there, but to demonstrate the difference through our communication."