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Oops! &pictures ban gaya ‘Ghanchakkar’!

In an innovative initiative in sync with the storyline, the channel ‘forgets’ to telecast the film on the appointed date

BestMediaInfo Bureau | Delhi | October 8, 2013

Right from the very first phase of the channel’s launch, &pictures has pulled out all stops and taken an offbeat communication route. For the upcoming movie premiere of ‘Ghanchakkar’ at 9 PM on its primetime property, Saturday First Show, the channel has taken a route that has never before been attempted: the channel plans on taking the storyline of the film to promote the world television premiere of Ghanchakkar.

While initial plans and promotions a few weeks ago had Ghanchakkar slated for telecast on October 5, &pictures now plans to air the film on October 12 instead. In keeping with the essence of Emran Hashmi’s character who forgets everything, the pitch being used for the world premiere of Ghanchakkar, too, is that ‘We forgot that we were to air the film on 5th October!’.

Promos for the premiere of the film went on air on Saturday, October 5, and feature a montage of Emran Hashmi’s character from the film, Sanjay Atre, spouting his now familiar line ‘Mujhe kuch yaad nahi aa raha hai’.

 “As a channel that engages with new India, we always seek to take the unconventional route which appeals to and grabs the attention of our audience,” said Akash Chawla, Marketing Head, National Channels, ZEEL. “As India’s first interactive movie channel, it is gratifying to see a huge number of viewers engage with us in an ongoing manner.”

“The initial censor certification for the film during its theatrical release was ‘U/A’. However, keeping in mind the fact that TV audiences watch films in their homes, we have further edited the film to make it suitable for viewers of all ages,” informed Ruchir Tiwari, Cluster Programming Head (Hindi movie channels), ZEEL, about the special considerations that have been taken into consideration while premiering the film.

The Vidya Balan and Emran Hashmi starrer is a Bollywood suspense comedy caper film. It tells the story of Sanjay, Pandit and Idris who rob a bank and decide to share the money. After executing the robbery successfully, the trio decides that Sanjay keep the money for three months until the heat has died down. Problems arise when Sanju forgets where he put the money, and his partners return for their share. This leads to comedic scenes and wild chases for any leads that might get them close to the money. But do they get the money in the end? Hop along for a quirky fun ride on October 12 at 9 PM.

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