Lead based ferroelectrics are the most fascinating candidates in the field of state-of-art electronic technology. Their intriguing properties are further enriched via realization of morphotropic phase boundaries. Moreover, A-site chemical substitution insights about the emergence of various exotic phases. Here, we employ the co-doping of La3+ and Bi3+ at A-site of Pb(Zr,Ti)O3 (PZT) ferroelectric to broaden the practical perspective of relaxor system. Here, we emphasize that A-site co-doping approach introduces the technologically – appealing amendments in the well-established temperature – composition phase diagram of PZT system. La3+ and Bi3+ doping favors the evolution of novel response against the thermal and field fluctuation. We employ the electro-caloric characteristics and Arrott plot as probing tool. The observation of negative electrocaloric effect and systematic reversal of Arrott lines, followed by poling effect on dielectric constant, discloses the emergence of ergodic phase as a novel phase, which further reveals that the Bi doping approach convinces the emergence of exotic characteristics in chemically modified PZT system.