By 2026, ZEE5 will release 130+ new titles in regional languages, introduce AI-powered personalisation, and completely change how Indians discover content.
So ZEE5 recently rebranded itself, and it’s just the beginning of something much bigger.
Read the full story below…
The Great “ee” Disappearance
In a move that’s got the internet buzzing (and not always in a good way), ZEE5 has simplified its logo to just “Z5”, removing the “ee” letters entirely.
The streaming giant didn’t just tweak a colour here or adjust a font there, they went full minimalist mode with a bold, stylized “Z” that’s either genius or… well, let’s just say Reddit has opinions.
One user called it “ugly immature,” while another said it looks like something “even a kid could design”.
“Apni Bhasha, Apni Kahaniyan”: The Heart of ZEE5
Beyond the logo drama lies something genuinely exciting: ZEE5’s new campaign “Apni Bhasha, Apni Kahaniyan”.
And it’s a strategic pivot that’s actually pretty brilliant.
Think about it: while global giants like Netflix are trying to crack the Indian market with dubbed content, ZEE5 is saying, “Hold my chai, we’re going hyperlocal!”
They’re treating each language as its own vertical, ensuring stories feel lived-in rather than just watched.
Kartik Mahadev, CMO of Zee Entertainment, puts it beautifully: “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.”
The Marketing Genius
And here’s where their genius shows up.
Along with their rebranding, ZEE5 started a conversation online.
They asked to finish the line “Belonging to us is…” as part of their #StoriesonZEE5 Campaign.
And guess what?
50+ top brands like McDonald’s, Domino’s, Myntra, Britannia, Jio, and SBI replied with their idea of belonging.
By doing this, ZEE5 started a buzz among brands and audience, allowing brands to plug in their USP.
The Numbers Don’t Lie: Regional is the New Global
Here’s where it gets really interesting.
40% of ZEE5’s viewership now comes from tier-two and three markets, with non-Hindi languages like Tamil, Telugu, and Kannada contributing to 50% of total consumption.
Let that sink in!
While everyone’s chasing metro audiences, ZEE5 found gold in Bharat’s heartland. It’s like discovering the cool kids were actually in the smaller towns all along!
The platform is doubling down on this insight with plans to release 130+ new titles, including original series, films, non-fiction content, and live programming across various Indian languages in FY26.
That’s more than two new titles every week!
Tech Meets Tradition: The AI-Powered Desi Experience
ZEE5 isn’t just playing the culture card. They’re backing it up with serious tech.
The updated platform incorporates an AI-powered recommendation system aimed at delivering personalized suggestions to users across India.
It’s like having a friend who knows exactly what movie to recommend for your Sunday afternoon mood.
Plus, they’ve upgraded the viewing experience with 4K video quality, Dolby Atmos, and Dolby Digital Plus audio.
The New Pricing
To cater to diverse audiences and viewing habits, ZEE5 has introduced language-specific packs priced at ₹120 per month, with the Hindi pack at ₹220/month, and an All-Access pack at ₹320/month.
Conclusion
ZEE5’s rebrand might look like a simple logo change, but it’s actually a complete strategic pivot.
They’re betting that in a world of global content, local stories told authentically will win hearts (and subscriptions).
And the way they started their rebranding conversation among brands online is pure genius!
But will it work? The numbers suggest they’re on the right track.
Subscription revenue rose to ₹3,926.1 crore in FY25 from ₹3,666 crore in FY24, with a substantial reduction in losses.
Whether you love the new logo or think it needs more work, one thing’s clear:
ZEE5 isn’t playing it safe. In a crowded streaming market, sometimes bold moves, even controversial ones, are exactly what you need to stand out.
Talking about controversies, did you know that an actress recently sold her batwater soap? YES! Soap made from her actual bathwater. Read the full story here:
She Sold Her Bathwater for $8: And Nearly 1 Million People Wanted It!
