~Inspired by the women of tomorrow, ZEE redefines loveliness beyond beauty with a powerful brand film~
Mumbai, 12th March, 2025: As a brand that has consistently championed powerful storytelling and strong female narratives, ZEE has continued to reflect and evolve with society’s changing values. This Women’s Day, ZEE took its commitment a step further with the launch of the ‘Tum Ho Lovely’ campaign, redefining what it truly means to be ‘lovely’ and celebrating the essence of a woman beyond her physical appearance.
From a young age, girls are often praised for their looks and called ‘lovely,’ subtly tying their self-worth to external validation. Over time, this emphasis on appearance has overshadowed the many qualities that truly make them remarkable. Recognizing this, Zee, in collaboration with our esteemed partner, Curativity, aimed to shift this narrative, celebrating instead the intelligence, kindness, strength, and individuality that truly define a woman.
Recognizing the evolving aspirations of younger audiences, ZEE has continued to tell stories that challenge traditional norms and inspire change. Shows like Zee TV’s Vasudha highlights the resilience of a young girl striving for dignity and acceptance while navigating ideological differences in a world that challenges her place, Zee Bangla’s Phulki, about a young girl defying societal barriers to become a boxer, and Zee Telugu’s Padamati Sandhya Ragam, which follows siblings breaking conventions, exemplify this commitment. Similarly, ZEE5’s Mrs. resonates with modern audiences by exploring self-discovery and ambition beyond marriage.
Featuring women from diverse backgrounds, the ‘Tum Ho Lovely’ TVC features women celebrating their authenticity, achievements, and resilience. It reinforces that true worth lies in who they are, not just how they look.
Kartik Mahadev, CMO of ZEE’s Content SBU, shared, “At Zee, our stories mirror society’s changing values, with characters that embody strength, resilience, and individuality. Our Women’s Day campaign ‘Tum Ho Lovely’ draws inspiration from young women shaping a new reality, by redefining their worth through intellect, kindness, and creativity—not just appearances. It’s a call to embrace your true self and recognize the extraordinary within.”
Amer Jaleel, Chairman and Co-Founder of Curativity, added, “We work with the Zee brand on several projects and our understanding of their audiences has really evolved over our interactions. For Women’s Day our team specifically wanted something simple yet untapped. The idea that women are beautiful and beautiful beyond beauty just seemed so right and on point for us. The song and bounce in the treatment just pays a vibrant tribute to this idea without the normal belabouring of socially relevant work. When Zee celebrates what we see around us, we manage the loveliest little change!”
This Women’s Day, ZEE invited everyone to join the #TumHoLovely movement—to take a moment to acknowledge and celebrate the women around them and to appreciate the many shades of a woman’s brilliance beyond appearances. True beauty isn’t just seen; it’s felt in all that a woman is and does.
