ZEE Sarthak launches their new tagline “Rachiba Niti Kalira Bhiti”


ZEE Sarthak, the leading Odia entertainment channel, in celebration of its long-standing relationship with the Odia audience announced the launch of its all-new tagline that celebrates the everyday efforts of Odia women. Derived from their astute understanding of Oriya culture and women’s characteristics and nuances, they arrived at ‘Rachiba Niti Kalira Bhiti’ which translates to ‘laying the foundation for tomorrow, every day’ which is reflected in the stories they tell and the characters they portray.

ZEE Sarthak through their new tagline celebrates the spirit of the culturally rooted and progressive empowered Odia women. The insights from the study on the culture of Odia women says that Odia women always prioritize family, while stepping out of their realms of comfort to chase their dreams and be financially empowered. Zee Sarthak embraces those women who are silently putting  their efforts every day for a better tomorrow.

Commenting on the announcement, Mr. Samrat Ghosh, Chief Cluster Officer – East, ZEE Entertainment Enterprises Ltd. (ZEEL) said, “As numero uno channel, Zee Sarthak‘s endeavour has always been to bring extraordinary stories mirroring the culture and the true spirit of Odia women. The new brand philosophy of Zee Sarthak celebrates the cultural nuances and inspires the viewers to take small & progressive steps towards a better future. Our content offering is in line with our brand philosophy reflecting the true essence of ‘ Rachiba Niti Kalira Bhiti’..”

Talking about the new campaign, Mr. Pratik Seal, Chief Channel Officer, ZEE Sarthak commented “We continue to entertain audiences by leveraging our viewer-first philosophy. Taking stories from the success surrounding the recent launches such as Sathire,Mun Bi Bijayini, Tu Khara Mun Chai, Khusir Ra Chunka, and Raja Queen, have played a critical role in reinforcing the new brand positioning. Every character on Zee Sarthak is the reflection of the new emerging Odia women who are taking the first leap in pursuit of their dreams.”

As part of the campaign, ZEE Sarthak has announced the launch of their tagline through a consumer brand  film conceptualized by Law & Kenneth Saatchi & Saatchi. The campaign is also supported with a brand song, sung by Antara Mitra, composed by music director Indradip Dasgupta, and written by Surya Mohapatra and reinforced with a character campaign to promote character / brand love. Launched on the ZEE Sarthak channel, these will be promoted through a 360-degree approach across mediums – OOH, Print as well as its social media channels including YouTube, Instagram, and Facebook.

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