MUMBAI: In a bid to strengthen its global positioning of ‘Vasudhaiva Kutumbkam – The World is My Family,’ Zee Entertainment Enterprises Ltd (ZEEL) has launched a new corporate brand film, which has been created by FCB Ulka.

Reaching over 959 million viewers across 169 countries, the film reiterates Zee’s role as a global brand, a cultural ambassador, uniting people in India and across the globe with its 33 domestic and 36 international channels.

In 2013, ZEE Entertainment unveiled their new corporate identity of ‘Vasudhaiva Kutumbakam – The World is my Family.’ The concept originated in the Maha Upanishad in a shloka and it means - “Only small men discriminate saying: One is a relative; the other is a stranger. For those who live magnanimously the entire world constitutes but a family.”

On the new brand film, ZEEL corporate brand head Roland Landers said, “In its journey of 22 years, ZEE has made a significant place in the hearts and minds of millions of viewers across the world. Through this film, we not only cherish their presence, but also welcome the world to be a part of this family.”

Speaking on the brand film, FCB Ulka CCO Satbir Singh said, “ZEE is today this massive family with millions of family members around the world, connected through highly engaging television and movie content. We are celebrating this inclusive value of Vasudhaiva Kutumbakam, or the World is a Family, with this film.”

The film will go live from today 18 May, 2015 across all platforms of ZEE Entertainment and ZEE Media. The film’s roll-out will be supported by a print ad as well as intensive promotion on YouTube and other social media platforms.