An era when movies were just a weekly treat on television, Zee Cinema revolutionized the movie viewing experience on satellite television by introducing India’s first 24 hours Hindi movies channel. Celebrating its 21st anniversary this month, it is set to unveil a brand new identity globally on 19 April with a more vibrant and colorful look. The new identity will not only enhance the movie viewing experience but will also aim to target new audiences while appealing to the changing palate of the movie viewing audiences.
 Designed and developed by the internationally acclaimed design studio SUPERE STUDIO from Argentina, the refreshed packaging is derived from an extensive qualitative research and analysis mapping the consumer behavior and their consumption pattern. Taking a cue from such insights that are in sync with the channel’s core proposition of ‘Movies.Masti.Magic.’, the refreshed brand identity introduces the magical element of a portal that creates an aura of fantasy that resonate the thoughts of millions. Appealing to a wider spectrum of audiences, the refreshed identity exhibits a vibrant and dynamic animation that captures the true essence of masti. Keeping intact the brand’s key components of yellow and green colors, the new sleek logo of the channel has reversed the dominance of yellow along with the fresher flavor of green. Speaking on the new identity, Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL stated,   “Acknowledging with gratitude the adulation that our audiences have showered upon us over the years, Zee Cinema is now entering an exciting phase in its 21st year. Perceived as the trusted and most preferred Hindi movies destination, the channel is considered an important family member by its viewers. The revamped packaging is designed to heighten the movie viewing experience for our audiences all around the globe and we are also adding many new titles to our vast library including the year’s most awaited blockbuster Singh is Bling starring Akshay Kumar, Khoobsurat, The Shaukeens amongst many others.
 Drawing upon the vast resources of India’s largest movies library and reaching up 194 million individuals across India, Zee Cinema is definitely the World's Biggest Theatre for Hindi movies!