ZEE5 is making a bold bet on its multilingual roots as the Indian streaming giant undergoes a major brand refresh and strategic pivot designed to capture the next wave of digital entertainment consumption.

The platform has unveiled a new brand identity, anchored by the promise “Apni Bhasha, Apni Kahaniyan” (Multiple Languages, Infinite Stories), marking what Zee Entertainment Enterprises Ltd president of digital businesses and platforms Amit Goenka calls a return to the service’s original DNA after years of focusing primarily on Hindi-language national content.

“When we launched ZEE5 back in 2018, we always had language at the heart of our offering,” Goenka tells Variety . “The market was what it was back then. And now, the market has shifted. The smaller towns, tier two, tier three

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