MUMBAI: After the revamping the English entertainment channel- Zee English's look, next in the line for image makeover is the news channel. The Subhash Chandra promoted Hindi news channel - Zee News has unveiled a new logo and a new advertising campaign with the baseline 'Haqeeqat Jaisi, Khabar Waisi'.

While Prannoy Roy promoted NDTV India promises to offer truth first (experience truth first), Star's news arm claims to put its viewers interest in the forefront (aapko rakhe aage) and Aajtak claims to the fatest one (sabse tej), Zee news promises to put forth the realty the way it is. Unbiased, and free of distortion and sensationalism.
According to a company release, the campaign is designed to communicate the news channels commitment to its viewers and differentiate it from the others in its league. The new campaign, created by Leo Burnett Delhi, will encompass TV, print, outdoor, radio and other media promotion.
Keeping in synch with the baseline change, the logo has changed its hues from blue and yellow to bright red and gold. But the new logo is reminiscent of the broadcaster's English movie channel MGM's red and gold logo. According to the release, the logo is designed so to communicate the robust and passionate nature of the channel.
According to Zee Telefilms Ltd, news group, director Laxmi Goel: "This is part of our continuous process of evolving the Zee News brand, so that it continues to remain relevant, vibrant and in turn positively impact the people".
Leo Burnett, executive director Jayshree Sundar says: "The positioning is based on a deep understanding of Zee News's brand values and a thorough study of the news channel market. 'Haqeeqat Jaisi, Khabar Waisi' strongly emphasizes the fact that for Zee News, news is not just a business but a mission."