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&Pictures celebrates 1st birthday with a ‘surprise’ activation for viewers

The channel organised a birthday activation in Mumbai and also launched a new service, ‘Dil Se’, and ‘&pictures HD’

BestMediaInfo Bureau | Mumbai | August 29, 2014

(Left) Bharat Ranga and Ruchir Tiwari (Right) (Left) Bharat Ranga and Ruchir Tiwari (Right)

&Pictures, billed as a premium movie channel, celebrated its first anniversary on August 18, 2014. With various initiatives in the past year, the channel continues to create an impression on its audiences with its exceptionally interactive format and innovation-driven content.

On this occasion, the channel announced ‘Dil Se’, a service which will enable viewers to record and upload a 15-second video message using the channel’s website With ‘Dil Se’, the channel attempts to bring fans and their video messages on television screens. ‘Dil Se’ also endevours to capture Bollywood celebrities’ messages back to their fans (whenever possible). To market the service, the channel will use the digital route as it wants people who are always online and comfortable with the digital world. &pictures has partnered with YouToo and Zee Americas to ideate and launch ‘Dil Se’ for the Indian market.

The channel is now also available in HD format.

To celebrate its birthday with its viewers, &pictures arranged for a few surprises. The channel’s digital agency, The Small Big Idea, was present at cake-shops in Mumbai, anonymously taking down all the details of those who came in to order a cake for August 18. When they came to collect the cake, &pictures not only gifted them their cake, but also surprised them with their desired birthday gifts. The reactions of the people were captured and shared on the channel’s Facebook and Twitter pages. There was also an on -air contest to give viewers a chance to win exciting prizes every hour. All one had to do was tune into &pictures and guess the names of Bollywood stars from their childhood photos that were displayed on the channel every hour.

&pictures celebrates its birthday with people who were born on the same day

Bharat Kumar Ranga, Chief Content and Creative Officer, ZEEL, said, “The last one year has been a year of differentiated interactivity and continuous engagement with our viewers. The unique campaigns we launched not only got &pictures the highest skew of youth and premium audiences, but also won several accolades from the industry. Appreciations from all around have firmed our belief that the audience today are looking for much more than regular movies on television. In the coming year, we have many more exciting plans that should set new standards in interactivity in the television industry.”

Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL, said, “It has been a fantastic journey for us at &pictures and within a year, we have been able to capture the hearts of our viewers. The channel started off with a reach of 11.9% in the launch week last year and today it stands at 34%. The market share in the Hindi Speaking Markets (HSM) has also increased from 3% in the launch week to 7% today. (Source: TAM, CS4+, HSM, updated till week 33). &pictures has not only kept its promise of engaging and interacting with its viewers, but it has also taken the quality of Hindi movie viewing a notch higher with its clutter-breaking campaigns. The completion of its first year has marked a very important phase for the channel. We will continue to enthral viewers with many more creative campaigns.”

Some of the awards won by the channel are Silver Abby Award for Best TV Launch, Silver IDMA award for Best Use of Blogs and Silver Designomics award for ‘The Never Ending Film’.

The activation video: 


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