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Zee salutes women behind the Army


NEW YORK, NY — Zee Entertainment Enterprises is a global content company which has always focused on women empowerment, either through its content offerings or social initiatives.

In this journey of empowering women, Zee has launched a special initiative called Army Behind The Army, which aims at recognizing the selfless women behind our brave soldiers and who are the true source of their inspiration.

Army Behind The Army has been created and conceptualized by Zee’s creative agency FCB Ulka Advertising.

Going beyond a mere advertising idea, this initiative is rooted in real life and aims to give army wives and mothers the honor they truly deserve for their role in nurturing families, building strong communities and a healthy nation.

It also brings to light the epic work which this real army behind the brave soldiers does, to support its families.

Zee MD & CEO Punit Goenka said, “I’m extremely thrilled to launch this initiative which salutes the real army behind our brave soldiers. In our journey of 25 years, Zee has always stood for Women, and we’ll continue to do so forever.”

This special initiative was launched at the Zee Cine Awards on April 1. A 2­-minute salutation anthem video capturing the idea was presented by Anushka Sharma who herself hails from an army family.

Zee Live & Zee Talent head – corporate brand & communications and CEO Sunil Buch said, “While our brave soldiers respect & recognize, the women behind their bravery, it is time that every citizen of our nation salutes them and applauds their contribution."

Subsequently a multimedia campaign will be launched that will include social media, mass media, and across the leading channels of Zee backed with on ground activities. The campaign will culminate in a grand salute on Republic Day next year.